The case is made that the even in the developing market context, the continued growth of private label brands as a percentage-of-basket is inevitable. However, we argue that producers in these markets will also soon need to respond to growing consumer trends in green consumption. Demonstrating a convergence in retail across developing and developed markets alike. [Andrew Montandon. European Retail Research, 2014] [Link]
Consumers willing to pay more for sustainable goods converging around 40-50% in 2013.