Discover the three drivers of brand growth

In this highly competitive market, brands are having to work harder than ever before to cut through the noise and drive volume. How can brands succeed under these conditions?

To find the answers, we must understand shoppers’ opinions of brands, the time-tested levers for driving brand success, and how to activate those levers.

All this and more are discussed in our new report, ‘How brands can drive growth in challenging times’.

Mounting challenges

Brands are under pressure.

Private labels are widening the price gap (86% price difference in 2025) as 53% of global consumers say they are buying more private label than ever before.

Furthermore, private labels are upping their game in design, ingredients, and innovative features to match brands in quality, look, and purpose. The result: less tangible differentiation between brands and private labels in consumers’ eyes.

Meanwhile, the competition between brands is growing fiercer: 58% of global consumers say they’re buying more brands, across more categories, searching for products that fit their exact needs.

With attention fragmented, budgets tight, and needs diverse, brands are fighting to stay visible, relevant, and chosen.

A silver lining

However, brands also have good reason to be optimistic.

“The battle for shopper choice is fiercely competitive, but brands are fighting from a position of strength. And it’s by playing to their strengths that brands can secure lasting victory,” said Michaela Jay, Insights Manager at IGD.

Despite private labels’ growth in recent years, there is promising consistency in how shoppers view and buy brands.

Brands continue to drive product choice across most categories, while perception and trust remain strong.

And those consistent levels of perception and trust are major factors in why shoppers are loyal to brands when quality and dependability matter most, such as buying for the family or celebrating special occasions.

Key success factors

And how are brands sustaining perception and trust? A vital component is building an emotive connection with shoppers: creating deeper bonds and long-term loyalty by developing affinity with their products.

Emotive connection is one of three key drivers of brand success discussed in the report, but as Jay explains, implementation matters most:

“We have identified three levers that stand the test of time and provide an advantage in the market. But it’s the execution that determines the winners. Whether you are a new brand, established brand or a retailer, you must ensure each lever is activated in a meaningful way to cut through the noise and engage shoppers.”

Unlock your future success

Learn more about the three levers of brand success and activating them by reading the full report: ‘How brands can drive growth in challenging times’.

Not a subscriber? You can read a preview of the report in the Highlights.