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We are witnessing a drop in the market share held by private labels (i.e., mid-range products, including store-brand, company-brand, and own-brand products), which raises questions about their performance. A review of the literature and of arguments put forward by professionals to explain the performance drop of these three types of private labels allows us to identify factors that influence attitudes toward them and to provide retailers with elements to rethink and revitalize their range of private-label products.