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Upscale Private-Label Market
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Jul 1, 1995
100 Pages - Pub ID: LA372
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- Introduction
Overview
- Upscale Private Labels: A Recent U.S. Phenomenon
- Generics Set the Stage
- A Three-Tier Approach to Store Brands Emerges
- What Is a Private Label?
- The Rise of Private Labels in the 19th Century
- Eclipse in the Early 20th Century
- The A&P Story
- Cooperatives and Brokers in Private-Label Evolution
Emergence of Upscale Store Brands
- Conditions Ripen in the 1980s
- Brand Loyalty Runs Out of Steam
- Desire to Differentiate Opens Door to Upscale
- First Target: The Gourmet Market
- A&P's Trial and Error Stage
- Final Target: High-Volume Categories
- Learning to Be Selective
- The Market
Market Size and Growth
- Size of Upscale Store Brand Market Unknown
- Total Retail Sales in Mass-Market Outlets
- [Table] Total Retail Market: Mass-Market Outlets (1993)
- Total Private-Label Sales in Mass Outlets
- [Table] Total Private-Label Market: Mass-Market Outlets (1993)
- Private-Label Market Share Gaining
- [Table] Private-Label Market Share: In Mass-Market Outlets
(1993 vs. 1992)
- Perishables Are Top Private-Label Sellers
- [Table] Top 20 Private-Label Supermarket Categories:
By Dollar Volume
Factors in Future Growth
- Positive Factors: Can Offer Savings for Consumers
- Extra Value Built In
- Quality Matches or Exceeds Name Brands
- Upscale Store Brands Give Consumers Freedom of Choice
- The Waning of Secondary Name Brands
- The Lure of Innovative Products
- Packaging Is Contributing to Success
- Higher Profits for Retailers
- Upscale Store Brands Offer Potential for Export
- Negative Factors: Intensified Competition from Name Brands
- Name Brands Pumping up Advertising
- Emphasizing Brand Equity
- Name Brand Line Extensions and New/Improved Products
- Support for Store Brands Not Always Forthcoming
- Brands Can Compromise by Adding a Private Label
- The Marketers
The Marketers
- Number of Upscale Program Operators
- Food Store Retailers
- Discount Chains
- Wholesalers/Distributors
- Cooperatives and Other Organizations
- [Chart] Major Upscale Store Brand Programs
Company Profiles
- Loblaws' President's Choice
- A&P's Master Choice
- Safeway's Safeway Select
- Vons' Vons Select
- Pathmark's Pathmark Preferred
- Supervalu's Preferred Selection
- Western Family Foods' Excellence
- Topco's World Classics
- Shurfine's Award Winner Collection
- Fleming's Marquee Premium
- Venture's TasteWorks
Focus: Dave Nichol
- Guru of Upscale Store Brands
- Leaves Loblaws, Joins Cott
- A New Era Dawns for Cott Beverages
- Nichol's Upscale Philosophy
- A New Age for Private Labels
- Nichol Sees Name Brands Getting Defensive
- PepsiCo CEO Strongly Disagrees
- Nichol's Positive Spin on Negative Numbers
- The Power of Nondelisting Fees
- Nichol's European Inspiration
- Brushes Aside American Skeptics
- Nichol's Future Vision: Samurai Stores
Product Trends
- Products Range from Traditional to Exotic
- [Chart] Most Frequently Selected Product Categories:
- Upscale Store Brands
- Trends in Cola
- Trends in Snacks
- Trends in Pasta
- Trends in Health Foods
Packaging/Labeling Trends
- Packaging Trends
- Labeling Trends
Issues in Marketing
- Little Media Advertising
- A&P's Syndicated TV Show
- A&P's Master Choice Magazine
- The President's Choice Marketing Arsenal
- The Risk of Diluting Already Strong Private-Label Programs
- Consumer-Based Criteria for Establishing Quality Standards
- At The Retail Level
Retailing Upscale Store Brands
- Commitment From Top Management Is Required
- How Upscale Products Are Stocked
- How Upscale Products Are Marketed and Merchandised
- Connecting Brand and Store
- Trend to Sub-Branding
- Upscale Gives Retailers a Differentiating Factor
- ...And Generates Shopper Loyalty
- Retailer/Manufacturer Partnerships
- The Consumer
Consumer Attitudes
- Attitudes Toward Private Labels Overall
- Frequency of Private-Label Buying
- Attitudes Toward Upscale Store Brands
Appendix I: Loblaws' Insider's Report
Appendix II: A&P's Master Choice Magazine
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