Competition between national brands and private labels, as well as the regulatory framework for competition policy, have led to a significant increase in the market share of private labels over the past decades. In Europe, this development is primarily attributed to intense price competition (as a result of the prohibition of price maintenance), increasing concentration in retail, and the resulting proliferation of private labels. Cuneo, Milberg, Benavente, and Palacios-Fenech note that the spread of private labels in many countries has had a negative impact on the market share of national brands.