What is holding private label back in the United States and in emerging markets?

•Private labels (PLs) are NOT on the cusp of success in the US or emerging markets (EMs).•The mindset of US retailers is a barrier to PL success in the US.•PLs have failed to achieve quality equivalence with national brands in the US and EMs.•NBs have a much stronger appeal in the US and EMs than to Western European consumers.•Barriers to PL success in the US and EMs are steep. Quality improvement is essential.