In the example below, the consumer gets twice the quantity of “product” than the national brand and saves $1.00 by purchasing the VIG product.  The retailer makes $.55 additional penny profit on this transaction.  E=MC2!
Many control label products offer more “product” than the comparable national brands.   The competitor and VIG “product” is one example.  The cost structure for these control label items is still significantly lower than national brands.  No wonder consumers continue to purchase larger unit quantities of control labels!
The reason both unit and dollar sales increase in categories with control labels is that we are capturing two consumers: the Value Shopper and the Educated Consumer.  Control labels which lower retails clearly satisfy their needs.