. Retailers generally gain more power as markets mature. In
mature markets, e.g., Finland, Sweden, the UK, or France,
retailers already dominate the value chain; in emerging
markets, however, e.g., in Russia, brand owners still tend
to have a relatively strong position. However, this situation
is likely to change as retail consolidation moves forward and
retailers begin to more aggressively promote their private
label products as in mature markets