Private Label Food and Beverage Products in the U.S.: Putting the Brand into Store Brands

Published: Feb 1, 2007 - 200 Pages

Table of Contents:

Chapter 1 Executive Summary
  • Scope of Report
  • Methodology
  • Two Categories: Food and beverage
  • Private-Label Market Size and Growth
    • Total Market Tops $48 Billion in 2006
    • Table 1-1 U.S. Market for Private-Label Foods and Beverages, 2002-2006 (in billion $)

  • Projected Market Growth
    • Total Private-Label Food and Beverage at $56.5 Billion by 2011
    • Table 1-2 Projected U.S. Retail Sales of Private-Label Food and Beverage, 2007-2011 (in $ billion)

  • Factors to Growth
    • Private Label Further Infiltrates Consumer Consciousness & Carts
    • Changing Consumer Expectations
    • Multi-Tiered Product Lines: The Premium Migration
    • Retailer Differentiation A Major Priority
    • Private-Label Differentiation through Increased Segmentation
    • Driving Innovation Through Quality
    • Don’t Dilute the Fledgling Private-Label Brand
    • Building Customer Loyalty
    • Targeting Ethnic Shoppers
    • The Trinity: Convenience, Health and Flavor
    • Other Hot Food Trends

  • Marketing Dynamics
    • Consumer Ad Spends by Major Chains
    • Cross-Promotional Initiatives
    • Online Opportunities
    • The POP Experience
    • The National Brands Strike Back
    • Opportunities in Kids’ Licensing
    • Private-Label Pop Through Packaging
    • New Product Trends
    • Retail Trends
    • Channel Migration Will Continue to Evolve With Private Label
    • Retailer Versus Retailer
    • Shopping for Experience

  • The Consumer
    • Shifting Values of Private-Label User
    • Private-Label Preference Rates
    • Figure 1-1 Percentage Who Most Often Use Private Label: Selected Food and Beverage Classifications, 2006 (U.S. adults)

Chapter 2 The Overall Private Label Market

  • Scope of Report
  • Methodology
  • Two Categories: Foods and Beverages
  • Food Segments
  • Dairy Foods
  • Grain-Based Foods
  • Condiments, Sauces, Cooking-Baking
  • Sweets & Desserts
  • Meat, Poultry, Seafood
  • Vegetables & Salads
  • Meals, Appetizers & Side Dishes
  • Snacks
  • Fruit
  • Ethnic Foods
  • Pizza
  • Infant Formula & Baby Food
  • Beverage Segments
  • Dairy Beverages
  • Water
  • Juices
  • Carbonated Beverages
  • Coffee & Tea
  • Wine & Spirits
  • Drink Mixes
  • Sports & Energy Drinks
  • Private-Label Overview
    • Private-Label Ready for Next Evolution
    • Slower Growth, Select Opportunities

  • Private Label Market Size and Composition
    • Total Market Tops $48 Billion in 2006
    • Table 2-1 U.S. Market for Private-Label Food and Beverage, 2002-2006 (in billion $)
    • Figure 2-1 Market Composition of Private-Label Foods and Beverages, 2006
    • Private-Label Growth Higher Than Total Market
    • Table 2-2 IRI-Tracked Sales of Food and Beverage: Private Label vs. Total Market, 2002-2006 (in billion $)
    • Private-Label Foods Sales More Subdued
    • Table 2-3 IRI-Tracked Sales of Food: Private Label vs. Total Market, 2002-2006 (in billion $)
    • Private-Label Beverages See Flat Sales
    • Table 2-4 IRI-Tracked Sales of Beverage: Private Label vs. Total Market, 2001-2005 (in billion$)
    • Private-Label Foods and Beverages: Reversal of Fortune
    • Figure 2-2 Private-Label Market Share Shifts: Food vs. Beverage, (2002-2006)
    • Non-Tracked Sales of Private-Label Food and Beverage Rise
    • Table 2-5 Estimated Non-Tracked Venue Sales of Private-Label Food and Beverage, 2002-2006 (in billion$)

  • Projected Market Growth
    • Total Private-Label Food and Beverage at $56.5 Billion by 2011
    • Table 2-6 Projected U.S. Retail Sales of Private-Label Food and Beverage, 2007-2011 (in $ billion)
    • Table 2-7 Projected U.S. Retail Sales of Tracked and Non-Tracked Private-Label Food and Beverage, 2007-2011 (in $ million)
    • Figure 2-3 Private-Label Food and Beverage Market Share Future Versus Total Market, 2006-2011
    • Figure 2-4 Projected Non-Tracked Private-Label Market Share, 2006-2011

Chapter 3 Factors to Growth

  • Private Label Further Infiltrates Consumer Consciousness & Carts
  • Table 3-1 Private-Label Products Consumers Buy Most Often, 2006
  • Shifting Demographics Reshape Private-Label Shopper
  • Table 3-2 Percentage of Single-Person Households Most Often Purchasing Private Label, by Selected Category, 2004-2006
  • Changing Expectations
  • A Look at the Specialty Shopper
  • Retailer Differentiation A Major Priority
  • Private-Label Differentiation Through Increased Segmentation
  • Multi-Tiered Product Lines: The Premium Migration
  • Where Premium Lives
  • Private Label That’s Not Really Private
  • Driving Innovation Through Quality
  • The Value of Quality Control
  • Quality Increasing
  • Don’t Dilute The Fledgling Private-Label Brand
  • Building Customer Loyalty
  • Private-Label and The Economy
  • Targeting Ethnic Shoppers
  • Changing Ethnic Make-up
  • Table 3-3 Projection of U.S. African-American, Asian, and Hispanic Populations, 2006-2020 (In Thousands)
  • Ethnic Buying Power
  • Food Expenditures by Ethnicity
  • Tapping into Unique Shopping Habits
  • Store-branded Hispanic Products
  • Related Trend: Rising Mainstream Interest in Ethnic Foods
  • The Value of the Boomer
  • Table 3-4 Projected U.S. Population, by Age Bracket, 2005-2020 (in Thousands)
  • The Trinity: Convenience, Health, and Flavor
  • Convenience
  • Health and Wellness
  • Flavor
  • Table 3-5 New Product Focus For 2006 Selected Private Label Categories
  • Other Hot Food Trends
  • Authenticity
  • Comfort and Familiarity
  • Eco-Consciousness
  • Freshness

Chapter 4 Private-Label Foods

  • Category Size and Growth
    • Private-Label Food Growth Slows
    • Table 4-1 U.S. Retail Sales of Private Label Food Segments, 2002-2006 (in $ millions)
    • Table 4-2 IRI-Tracked Sales of Private Label Food Segments, 2002-2006 (in $ millions)
    • Figure 4-1 IRI-Tracked Year-Over-Year Sales Increase: Private Label versus Total, 2002-2006e
    • The Largest Segments, Dairy and Grain-based Foods Posted the Least Growth
    • Figure 4-2 CAGRs by Classification, 2002-2006 (%)
    • Dairy Foods Losing Dominance to Quick & Easy Foods, Meats
    • Figure 4-3 Private-Label Foods by Segment Shares, 2002 and 2006 (%)

  • Private-Label Dairy Foods Segment Size and Growth
    • Table 4-3 IRI-Tracked Sales of the Dairy Foods Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Fresh Eggs Decline
    • Healthier and Natural Were Key Drivers
    • Table 4-4 IRI-Tracked Sales of Dairy Foods by Product Group, 2002-2006 (in million $)

  • Grain-based Foods Segment Size and Growth
    • Table 4-5 IRI-Tracked Sales of the Grain-Based Foods Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 4-6 IRI-Tracked Sales of Private-Label Grain-Based Foods by Product Group, 2002-2006 (in million $)

  • Private-Label Condiments, Sauces & Cooking/Baking Segment Size and Growth
    • Table 4-7 IRI-Tracked Sales of the Condiments, Sauces, & Cooking/Baking Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • White Private-Label Sugar Declined but Brown Private-Label Sugar Grew
    • Private-Label Olive Oil SalesTripled in Four Years
    • Table 4-8 IRI-Tracked Sales of Private-Label Condiments, Sauces, Cooking/Baking by Product Group, 2002-2006 (in million $)

  • Private-Label Sweets & Desserts Segment Size and Growth
    • Table 4-9 IRI-Tracked Sales of the Sweets & Desserts Segment: Private-Label vs. Total 2002-2006 (in million $)
    • Private-Label Cakes and Candy Gain While Ice Cream Lags
    • Table 4-10 IRI-Tracked Sales of Sweets & Desserts by Product Group, 2002-2006 (in million $)

  • Private-Label Meat, Poultry, & Seafood Segment Size and Growth
    • Table 4-11 IRI-Tracked Sales of the Meat, Poultry, Seafood Segment, Private-Label vs. Total, 2002-2006 (in million $)
    • Private-Label Frozen Shrimp Is Bigger than Refrigerated Sliced Lunchmeat
    • Table 4-12 IRI-Tracked Sales of Meat, Poultry, & Seafood by Product Group, 2002-2006 (in million $)

  • Private-Label Vegetables & Salad Segment Size and Growth
    • Table 4-13 IRI-Tracked Sales of the Vegetables & Salad Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 4-14 IRI-Tracked Sales of Vegetables, Salad by Product Group, 2002-2006 (in million $)

  • Private-Label Meals, Appetizers, & Side Dishes Segment Size and Growth
    • Table 4-15 IRI-Tracked Sales of the Meals, Appetizers, & Side Dishes Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 4-16 IRI-Tracked Sales of Meals, Appetizers, & Side Dishes by Product Group, 2002-2006 (in million $)

  • Private-Label Snacks Segment Size and Growth
    • Table 4-17 IRI-Tracked Sales of the Snacks Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Snack Nuts, Granola Bars and Trail Mix Big P-L Sellers
    • Table 4-18 IRI-Tracked Sales of Snacks by Product Group, 2002-2006 (in million $)

  • Private-Label Fruit Products Segment Size and Share
    • Table 4-19 IRI-Tracked Sales of the Fruit Products Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Fresh and Dried Fruit Gain, while Canned and Bottled Lose
    • Table 4-20 IRI-Tracked Sales of Fruit Products by Product Group, 2002-2006 (in million $)

  • Private-Label Ethnic Food Segment Size and Growth
    • Table 4-21 IRI-Tracked Sales of the Ethnic Foods Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Salsa and other Mexican Foods Rule Private-Label Ethnic Sales
    • Table 4-22 IRI-Tracked Sales of Ethnic Foods by Product Group, 2002-2006 (in million $)

  • Private-Label Pizza Segment Size and Growth
    • Table 4-23 IRI-Tracked Sales of the Pizza Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 4-24 IRI-Tracked Sales of Pizza by Product Group, 2002-2006 (in million $)

  • Private-Label Baby Food/Formula Segment Size and Growth
    • Table 4-25 IRI-Tracked Sales of the Baby Food/Formula Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 4-26 IRI-Tracked Sales of Baby Food/Formula by Product Group, 2002-2006 (in million $)

  • Best and Worst Private Label Performers
    • Big Private-Label Gainers: Refrigerated Fresh Soup and Snacks
    • Driven by Convenience and Health & Wellness
    • Table 4-27 Top 50 Private-Label Food Products by CAGR, 2002-2006 (In millions $)
    • Private -Label Natural Shredded Cheese, Pastries/Muffins/Doughnuts and Frozen Shrimp Also Gained
    • Table 4-28 Top 50 Private-Label Food Products by Dollar Sales Gain, 2002-2006 (In millions $)
    • Private Label Losers: Frozen Potpies, Refrigerated Pasta, Cheese Balls and Processed Cheese Slices
    • Table 4-29 Bottom 50 Private-Label Food Products by CAGR, 2002-2006 (In millions $)
    • But Private-Label Ice Cream Was a Notable Loser, Too
    • Table 4-30 Bottom 50 Private-Label Food Products by Dollar Sales Loss, 2002-2006 (In millions $)

  • Private-Label Food Projections
    • U.S. Retail Sales of Private-Label Food to Top $41 Billion by 2011
    • Table 4-14 Projected Total U.S. Retail Sales of Private-Label Foods, by Segment, 2007-2011 (in $ million)

Chapter 5 Private-Label Beverages

  • Category Size and Growth
    • Methodology for Estimates
    • Total Category Drops to $13.5 Billion
    • Table 5-1 U.S. Retail Sales of Private-Label Beverages, 2002-2006 (in $ millions)
    • Table 5-2 IRI-Tracked Sales of Private-Label Beverages, 2002-2006 (in $ millions)
    • Figure 5-1 IRI-Tracked Year-Over-Year Sales Increase: Private Label versus Total, 2002-2006
    • Figure 5-2 Estimated CAGRs by Classification, 2002-2006 (%)
    • Slower Growth Leads to Total Segment Share Losses
    • Figure 5-3 Private-Label Beverages by Segment Shares, 2002 and 2006 (%)

  • Private-Label Dairy Beverages Segment Size and Growth
    • Table 5-3 IRI-Tracked Sales of Dairy Beverages Segment: Private-Label vs. Total, 2002-2006 (in million $)
    • Skim/Lowfat and Whole Milk Drag Down Sales
    • Table 5-4 IRI-Tracked Sales of Private-Label Dairy Beverages by Product Group, 2002-2006 (in million $)

  • Private-Label Bottled Water Segment Size and Growth
    • Table 5-5 IRI-Tracked Sales of Bottled Water Segment: Private Label vs. Total, 2002-2006 (in million $)
    • Table 5-6 IRI-Tracked Sales of Private-Label Bottled Water by Product Group, 2002-2006 (in million $)

  • Private-Label Juice Segment Size and Growth
    • Table 5-7 IRI-Tracked Sales of Juice Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • All Private-Label Products Showed Decline, Except Shelf-Stable
    • Table 5-8 IRI-Tracked Sales of Private-Label Juice by Product Group, 2002-2006 (in million $)

  • Private-Label Carbonated Beverages Segment Size and Growth
    • Table 5-9 IRI-Tracked Sales of Carbonated Beverages Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 5-10 IRI-Tracked Sales of Private-Label Carbonated Beverages by Product Group, 2002-2006 (in million $)

  • Private-Label Coffee & Tea Segment Size and Growth
    • Table 5-11 IRI-Tracked Sales of Coffee & Tea Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 5-12 IRI-Tracked Sales of Private-Label Coffee & Tea by Product Group, 2002-2006 (in million $)

  • Private-Label Wine & Spirits Segment Size and Growth
    • Table 5-13 IRI-Tracked Sales of Wine & Spirits Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 5-14 IRI-Tracked Sales of Private-Label Wine & Spirits by Product Group, 2002-2006 (in million $)

  • Private-Label Drink Mixes Segment Size and Growth
    • Table 5-15 IRI-Tracked Sales of Drink Mixes Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 5-16 IRI-Tracked Sales of Private-Label Drink Mixes by Product Group, 2002-2006 (in million $)

  • Private-Label Sports & Energy Drinks Segment Size and Growth
    • Table 5-17 IRI-Tracked Sales of Sports & Energy Drinks Classification: Private-Label vs. Total, 2002-2006 (in million $)
    • Table 5-18 IRI-Tracked Sales of Private-Label Sports & Energy Drinks by Product Group, 2002-2006 (in million $)

  • Best and Worst Private Label Performers
    • Private-Label Kefir and Soymilk, Imported Table Wine, and Tea Grew Substantially
    • Table 5-19 Top 30 Private-Label Beverage Product Groups by Compound Annual Growth Rate, 2002-2006 (In millions $)
    • Private-Label Bottled Water and Refrigerated Skim/Lowfat Milk Also Made Gains
    • Table 5-20 Top 30 Private-Label Beverage Product Groups by Dollar Sales Gain, 2002-2006 (In millions $)
    • Private-label Frozen and Refrigerated Juices Lose out to Bottled Water and Tea
    • Table 5-21 Bottom 30 Private-Label Beverage Product Groups by Compound Annual Growth Rate, 2002-2006 (In millions $)
    • Private-Label Whole Milk, Frozen Orange Juice Concentrate Big Losers
    • Table 5-22 Bottom 30 Private-Label Beverage Product Groups by Dollar Sales Loss, 2002-2006 (In millions $)

  • Private-Label Beverages Projections
    • U.S. Retail Sales of Private-Label Beverages to Top $15 billion by 2011
    • Table 5-23 Projected U.S. Retail Sales of Private-Label Foods, 2007-2011 (in $ million)

Chapter 6 Retailer & Manufacturer Profiles

  • Overview
  • Ahold USA
    • Overview
    • Performance
    • Giant’s and PeaPod’s Private Label

  • Albertson’s LLC
    • Overview
    • Performance
    • After the Sale

  • ALDI, Inc.
    • Overview
    • Performance

  • Costco Wholesale Corporation
    • Overview
    • Performance
    • Private Label, Kirkland Signature, 400+ SKUs Growing

  • Delhaize America LLC
    • Overview
    • Food Lion
    • Kash n’ Karry/Sweetbay Supermarkets
    • Harvey Co.
    • Performance
    • Private Label Development Aided by Segmentation Study
    • New Developments in Private Label
    • Food Lion
    • Hannaford
    • Sweetbay Supermarkets

  • Harris Teeter/Ruddick
    • Overview
    • Performance
    • New Developments in Private Label

  • Kroger Co.
    • Overview
    • Performance
    • Increasing Reliance on Huge Variety of Private-Label Offerings

  • Publix Super Markets, Inc.
    • Overview
    • Performance
    • New Developments in Private Label: Premium and Hispanic

  • Safeway, Inc.
    • Overview
    • Performance
    • Well-Established in Private Label, but Ready for a Makeover

  • SUPERVALU Inc.
    • Overview
    • Extreme Value, Price Superstore, and Supermarket Formats
    • Performance
    • Save-A-Lot Private Label Expansion to Compete with Big Discounters
    • Sunflower Markets Bank On Organic

  • Target Corp.
    • Overview
    • Increased Focus on Food
    • Performance
    • Private-Label Gains Goes Premium, Organic

  • Trader Joe’s
    • Overview
    • Performance
    • One-of-a-Kind Private Label

  • Walgreen Co.
    • Overview
    • Performance
    • Limited Private Label, But Successful

  • Wal-Mart Stores, Inc.
    • Overview
    • Performance
    • From Private-Label Also-Ran to Private-Label Innovator
    • Consumers Prefer Wal-Mart Private Labels
    • Wal-Mart’s Focus on Health … and Packaging
    • Packaging and Labels
    • Not Only Private-Label Food but Credit Card

  • Wegmans Food Markets
    • Overview
    • Performance
    • Experienced in Private Label, Wegmans Embraces Organics
    • Consumers Rate Wegmans High

  • Whole Foods Market, Inc.
    • Overview
    • Performance
    • More Square Footage
    • All-Natural Private Label “Pantry Staples”

  • Manufacturer Profiles
  • American Beverage Depot LLC
    • Overview
    • The Next Step in Ethnic Private-Label?

  • ConAgra Foods, Inc.
    • Overview
    • Performance
    • Major Presence in Private Label

  • Cott Corp.
    • Overview
    • Performance
    • Private Label Flat

  • Malt-O-Meal Company
    • Overview
    • Private-Label Price Wars

  • Ralcorp Holdings
    • Overview
    • Performance
    • Private-Label Businesses
    • Busy with Acquisitions

  • Schreiber Foods, Inc. (Green Bay, Wisconsin)
    • Overview
    • From Cheese to All Things Dairy

Chapter 7 Marketing Dynamics

  • Marketing Initiatives
    • The Biggest Spender is…Wal-Mart
    • Table 7-1 Selected Grocery Advertising Spend for Major Retailers, 2005
    • Get Emotional and Get Branded
    • Table 7-2 Factors Influencing Trial and Repeat Purchases Of Private-Label Brands, 2006
    • The Evolution of Private-Label Marketing
    • Seasonal, Cross-Promotional Initiatives
    • Connect Online
    • The POP Experience
    • The National Brands Strike Back
    • Opportunities in Licensing
    • Give Packaging a Chance
    • How to Grab Shoppers’ Emotional Attention
    • A Word on Functional Added-Value Packaging
    • New Product Trends
      • Trends in New Product Introductions
      • Table 7-3 New Private-Label Food and Beverage Product Introductions, by Number of Reports and SKUs, 2002-2006
      • Table 7-4 Top 30 New Private-Label Food and Beverage Product Introductions by Package Tag, 2006
      • A Healthy Showing of New Products
      • Omega-3 Fatty Acids Gaining Interest
      • Gluten-Free Rising
      • Sweeter Than Sugar
      • Get The Fat Out
      • Glycemic Index
      • Whole Grains and High Fiber
      • Super Food Phenomenon
      • Organic and Natural Foods
      • Ethnic, Exotic Flavors
      • Table 7-5 Selected New Products Introductions from Major Private-Label Manufacturers/Distributors, 2006
      • Retail Trends
        • Retail Channels Possess Unique Strengths, Weaknesses
        • Channel Migration Will Continue to Evolve With Private Label
        • Value-Retailers Still Capture Significant Trip Share
        • Retailer Versus Retailer
        • Supermarkets Put Up the Good Fight
        • The Importance of Local Markets
        • Shopping for Experience
        • A Fracturing Market Means a Focus on Freshness and Convenience
        • The Safeway Experience

Chapter 8 The Consumer

  • Overview of Simmons Market Research Bureau Consumer Data
  • Shifting Values of the Private-Label User
  • Private-Label Preference Rates
  • Figure 8-1 Percentage Who Most Often Use Private Label: Selected Food and Beverage Classifications, 2004 (U.S. adults)
  • Table 8-1 Overview of Private-Label Usage: Selected Food and Beverage Classifications, 2006 (U.S. adults)
  • Consumer Focus: Dairy Case Products
    • Fertile Ground for Private Label
    • Table 8-2 Percentage Who Most Often Use Private Label: Dairy Case Products, 2006 (U.S. adults)
    • Demographics by Product Classification
    • Eggs, Butter, Cottage Cheese
    • Table 8-3 Private-Label User Demographics: Cottage Cheese, Butter and Eggs, 2006 (U.S. adults indices)
    • Table 8-3 Private-Label User Demographics: Cottage Cheese, Butter and Eggs, 2006 (U.S. adults indices)
    • Ice Cream, Sour Cream, Natural Cheese
    • Table 8-4 Private-Label User Demographics: Ice Cream & Sherbet, Sour Cream and Natural/Imported Cheese, 2006 (U.S. adults)
    • Margarine, Cream Cheese, Grated Cheese, and American Cheese
    • Table 8-5 Private-Label User Demographics: Margarine, Cream Cheese, Grated Cheese and American Cheese, 2006 (U.S. adults)
    • Table 8-5 Private-Label User Demographics: Margarine, Cream Cheese, Grated Cheese and American Cheese, 2006 (U.S. adults)

  • Consumer Focus: Condiments and Cooking Ingredients
    • Lower Rates for Processed Products
    • Table 8-6 Percentage Who Most Often Use Private Label: Condiments and Cooking Ingredients, 2006 (U.S. adults)
    • Demographics by Product Classification
    • Sugar, Oils, Jellies, and Flour
    • Table 8-7 Private-Label User Demographics: White Granulated Sugar, Salad or Cooking Oil, Jams, Jellies, & Preserves and Flour, 2006 (U.S. adults)
    • Mayonnaise, Sugar Substitute, Peanut Butter, and Salad Dressings
    • Table 8-8 Private-Label User Demographics: Mayonnaise, Sugar Substitute, Peanut Butter, and Prepared Salad Dressings, 2006 (U.S. adults)

  • Consumer Focus: Meal Products
    • Vegetables Are Private-Label Stronghold
    • Table 8-9 Percentage Who Most Often Use Private Label: Meal Products, 2006 (U.S. adults)
    • Demographics by Product Classification
    • Canned Tomatoes, Sauce and Paste
    • Table 8-10 Private-Label User Demographics: Canned Tomatoes, Sauce and Paste, 2006 (U.S. adults)
    • Frozen Vegetables, Canned or Jarred Vegetables, Dry Pasta and Rice
    • Table 8-11 Private-Label User Demographics: Frozen Vegetables, Canned Or Jarred Vegetables, Dry Packaged Pasta and Rice/Rice Dishes, 2006 (U.S. adults)
    • Soup & Broth, Tuna, and Prepared Dishes/Dinners
    • Table 8-12 Private-Label User Demographics: Canned Or Jarred Soup & Broth, Tuna and Complete Packaged Prepared Dishes/Dinners, 2006 (U.S. adults)

  • Consumer Focus: Breakfast and Bakery Products
    • Opportunity for Growth in Breakfast Products
    • Table 8-13 Percentage Who Most Often Use Private Label: Breakfast and Bakery Products, 2006 (U.S. adults)
    • Bagels, English Muffins, Breakfast Pastries, and Muffins
    • Table 8-14 Private-Label User Demographics: Bagels, English Muffins, Breakfast Pastries, and Muffins, 2006 (U.S. adults)
    • Refrigerated/Frozen Dough Products, Cold Cereal and Hot Cereal
    • Table 8-15 Private-Label User Demographics: Refrigerated/Frozen Dough Products, Breakfast Cereals Cold and Breakfast Cereals Hot, 2006 (U.S. adults)

  • Consumer Focus: Snacks
    • Uniform Range for Purchasing Rates
    • Table 8-16 Percentage Who Most Often Use Private Label: Snacks, 2006 (U.S. adults)
    • Demographics by Product Classification
    • Crackers, Ready-to-Eat Cookies and Pretzels
    • Table 8-17 Private-Label User Demographics: Crackers, Ready-to-Eat Cookies and Pretzels, 2006 (U.S. adults)
    • Crackers, Ready-to-Eat Cookies, and Pretzels
    • Table 8-18 Private-Label User Demographics: Crackers, Ready-to-Eat Cookies, and Pretzels, 2006 (U.S. adults)

  • Consumer Focus: Beverage Products
    • Preference Rate Tiers for Juices, Coffee/Tea, and Colas
    • Table 8-19 Percentage Who Most Often Use Private Label: Beverage Products, 2006 (U.S. adults)
    • Demographics by Product Classification
    • Other Fruit Juices & Drinks, Orange Juice Bottles, Cans & Cartons, Non-Carbonated Bottled Spring Water, Frozen Orange Juice, and Regular Tea
    • Table 8-20 Private-Label User Demographics: Other Fruit Juices & Drinks, Orange Juice Bottles, Cans & Cartons, Non-Carbonated Bottled Spring Water, Frozen Orange Juice, and Regular Tea, 2006 (U.S. adults)
    • Table 8-20[Cont.] Private-Label User Demographics: Other Fruit Juices & Drinks, Orange Juice Bottles, Cans & Cartons, Non-Carbonated Bottled Spring Water, Frozen Orange Juice, and Regular Tea, 2006 (U.S. adults)
    • Ground or Whole Bean Coffee, Instant Hot Cocoa Mix, Regular Cola, Diet or Sugar-Free Colas, Iced Tea RTD, Instant & Freeze-Dried Coffee
    • Table 8-21 Private-Label User Demographics: Ground Or Whole Bean Coffee, Instant Hot Cocoa Mix, Regular Cola, Diet Or Sugar-Free Colas, Iced Tea RTD, Instant & Freeze-Dried Coffee, 2006 (U.S. adults)
    • Instant Iced-Tea Mix, Milk Flavorings, Other Carbonated Diet Non-Cola Drinks, Other Regular Carbonated Non-Cola Drinks, and Powdered Soft Drinks, Sparkling, Seltzers, Natural Sodas
    • Table 8-22 Private-Label User Demographics: Instant Iced Tea Mix, Milk Flavorings, Other Carb Diet Non-Cola Drinks, Other Regular Carb Non-Cola Drinks, Powdered Soft Drinks, Sparkling, Seltzers, Natural Sodas, 2006 (U.S. adults)

Abstract:

Private-label (or store-brand) foods and beverages, once the poor relation in the family of grocery goods, have evolved to meet the higher expectations of a more diverse, experiential and quality-conscious American consumer. In fact, nearly 70% of consumers agree that private-label products are as good as national brands. But private-label may have reached a crossroad. Recent data indicates that sales are slowing, especially for the two largest food categories, dairy foods and grain-based foods.

Retailers and manufacturers have heavily invested in measuring and improving the quality of private-label foods and beverages to great success. To continue moving sales and retention forward, they must focus on differentiation to battle national brands and other retail brands through branded marketing plans, particularly supermarket retailers.

This all-new Packaged Facts reports, Private Label Food & Beverage Products in The U.S.: Putting the Brand into Store Brands, examines the driving trends in the market, dividing it into approximately 20 broad classifications (e.g., sweets & desserts, ethnic foods, snacks, meat/poultry/seafood, grain-based foods, bottled water, juice, etc.), covering every important area of the supermarket using custom-tabulated Information Resources, Inc. (IRI) data, and giving detailed consideration to the most dynamic individual categories and segments. Product trends are also quantified through Productscan, a service of Datamonitor, new product reports.

This report also provides historical sales figures and projections through 2011; examines how private-label products have risen to meet market-altering trends (e.g., low-carb); and pinpoints current and coming trends—including natural/organic foods, whole-grain foods, and products targeting Hispanic and other ethnic populations—that offer new growth opportunities. The report also considers premium and tiered private-label products, the supercenter store brand juggernaut, and the return of the supermarket. The report also tracks private label’s penetration into new categories and profiles leading retailers including Costco, Kroger, Publix, Target, Trader Joe’s, and Wal-Mart, as well as key private-label manufacturers such as ConAgra Foods, Cott Corp., Malt-O-Meals, and Ralcorp Holdings.

Report Methodology
The information in this report is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer preferences was derived from Simmons Market Research Bureau, Spring 2006 National Consumer Survey.

What You’ll Get in this Report

Private Label Food & Beverage Products in The U.S.: Putting the Brand into Store Brands makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that this report offers. The report addresses the following segments:

  • The Market (including breakdowns by food and beverage classifications, market size and composition, and projected market growth)
  • Competitive Profiles (of the mainstream competitors, specialists, and up-and-coming niche players, as well as highlights of the products they market)
  • Retail Strategies (including advertising and promotion information)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in — or against — the private label food and beverage industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for store brand products, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for store brand foods and beverages based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for private label foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for store-brand products.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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