Store Brand vs National Brand Margin & Share Simulator

MarketWatch Analysis: "Store brands like Kirkland are winning the war for consumer wallets, squeezing out national brands." Test the pricing thresholds below.

Market Dynamics Presets

National Brand Price Premium +28%

How much more national brand items cost at shelf relative to private label.

Store Brand Wholesale Discount 22%

Retailer's cost advantage procuring unbranded store items vs branded suppliers.

Consumer Price Sensitivity (ε) 1.4

Customer elasticity: higher sensitivity accelerates store brand volume capture.

Total Grocery Category Spend $100M

Annual gross addressable retail category volume pool.

Store Brand Market Share

58.4%

$58.4M Volume

National Brand Market Share

41.6%

$41.6M Volume

Retailer Gross Profit Pool

$24.5M

24.5% Net Category Margin

Consumer Wallet Savings

$14.2M

Manufacturer Squeeze: -$6.8M

Volume Market Share Split

Store Brand National

Retail Profit Pool Comparison ($M)

Metric / Segment	Store Brand (Private Label)	National Brand	Category Total / Net
Volume Share	58.4%	41.6%	100.0%
Category Dollar Spend	$58.4M	$41.6M	$100.0M
Retailer Gross Margin	32.0%	14.0%	24.5% (Blended)
Retailer Profit Contribution	$18.7M	$5.8M	$24.5M
Consumer Realized Savings	$14.2M saved vs full national brand shelf basket		-14.2% Net Spend