It is often done at a much reduced price to the supplier, which often hurts the smaller guy who supplies them. It also reduces competition, often I have seen a brand disappear only to have a homebrand put in its place. Also we have known of one case where both Coles and then Safeway put the pressure on a small supplier to either rebrand as store brand or not be sold at all. The small supplier had put a lot of time and money into building their brand, only to have it destroyed in the name of homebrands. In that case we were hurt directly as we used to do some of their deliveries when we had the delivery busines.