Do consumers and retailers eat off the same plate when it comes to premium house brands? : an Australian perspective

In Australia, two supermarket retailers hold up to eighty percent market share in the grocery industry. This presents a unique situation in comparison to other developed countries where competition is far more diverse. To grow within this limited industry, these retailers have introduced their own Premium House Brands (PHB) in competition with national brands. Similar strategies using price and quality have been successful overseas, but this paper will show that whilst consumers are purchasing the retailers brands, they may not be happy with the increasing lack of choice as supermarkets remove national brands and replace them with their own brands.