Shifting brand loyalty?

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The new generation shopper is less loyal to brands and quite open to trying new ones. Little wonder, the food category alone accounts for 76 per cent of the total sales in private labels, of which packaged grocery pulls in a whopping 53 per cent of total sales. In fact, a few private label segments are generating sales that are stronger than their modern trade equivalents. Nielsen estimates India's private-label market will grow fivefold to reach the $500 million-mark by 2015