The article analyses historical trends in the development of private label and national brands using gradualist and punctuated evolutionary theories. The purpose of the article is to unveil patterns that would give fresh insights into the growth of private label in relation to national brands. The study makes use of qualitative and quantitative data on private label historical trends in four countries. While the literature has depicted private label share growth as gradual and incremental in nature, this study found that it is only on average that the yearly increase in private label share could fit the gradualist description. In reality, the actual process is not always gradual. Often, a period of gradual change and/or stability is followed by a punctuation, and vice-versa. The applicability of punctuated equilibrium theory to the growth and market share development of private label is supported by the results of this study.
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