Branded goods face threat from supermarkets' labels The lower prices of generic products prove to be a winner with consumers.

(From South China Morning Post)

Byline: Sandy Li

Hong Kong's brand wars are shifting to a different level as fast-moving consumer-goods names face a threat from chain stores' own-brand products.

Hong Kong shoppers have made a rapid but partial transition from wet markets to supermarkets and their buying habits increasingly match those seen in other developed centres.

Local consumers are switching in droves from "branded" products to generally cheaper private-label alternatives sold by chains such as ParknShop and Wellcome.

Taylor Nelson Sofres, which surveyed 2,000 Hong Kong households last month, found 88 per cent of shoppers …