The "survival manual" for major brands losing ground to store brands
Business

The "survival manual" for major brands losing ground to store brands

SAPO Notícias29 August 2026 at 11:01

Bain & Company warned major brands about the risk of losing ground to retailer brands, in a report that serves as a "survival manual" for the sector.

The report classifies some brands in critical situations as "zombie brands" or "twilight brands," suggesting these brands can no longer compete effectively in the market.

Bain recommends that companies make difficult decisions, which involve three main axes: reposition the brand, rationalize the product portfolio, and invest only in areas where there is a real competitive advantage.

The alert comes in a context where supermarket private-label brands have been gaining market share consistently, pressuring traditional brands to redefine their strategy.

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