A McKinsey & Co. study presented at the Private Label Manufacturers Association (PLMA) Annual Conference in Chicago this week revealed that $55 billion in annual sales could shift from national brands to private label if retailers concentrate their resources on the effort. The result of the shift could move private label's dollar market share to 24 percent from about 16 percent in 10 years. How do you think the market for store brands will change over the next decade?

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