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EPIC Conjoint tested the optimal pricing for homecare brands in the UK in the Toilet Tissue, Laundry and Household cleaning categories vs the leading Own Label products in Tesco. We were able to identify what "brand" is worth and the optimal price premiums that brands could hold. We found differences in Male vs Female and North vs South behaviour. This session will be useful for those with strong OL competition who need help to work out what pricing strategy to take. We chose these categories because OL has made the biggest inroads (see below) where Tissue (44% now OL) and homecare (20%). This same logic can be applied to challenger brands.