Private Label Food and Beverages in the U.S., 7th Edition

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Published Oct 23, 2012 | 284 Pages | Pub ID: LA3908530

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In grocery aisles, the quality and progessiveness of current generation  private-label products has been a boon to shoppers who are maintaining a more frugal lifestyle, whether as a long-term philosophy, a sensible adjustment to the economic downturn, or a remedial treatment for previous excess. Wegmans store brand products, Trader Joe's, Whole Foods 365, Target's Archer Farms, and Costco's Kirkland Signature rank among the red badges of savvy grocery shopping.

Ongoing economic doldrums have created a rich environment for the steadily improved quality and the steadily growing sales of private label food and beverage products. Packaged Facts estimates that private label food and beverage dollar sales topped $98 billion in 2011 to account for 17.6% of total food and beverage retail sales in the United States, with dollar sales rising 6% over the 2010 level.

Packaged Facts Food Shopper Insights survey data show that nearly two-thirds (62%) of shoppers believe that private label food and beverage products are usually as high quality as name brands, and more than half (53%) believe that private label products are often a better value than national name brands.

Private label products provide grocery retailers with greater profit margins than national brands and allow them to meet the heightened consumer demand for value. Grocery retailers across the board have announced plans to increase private label offerings, notably including expansion of good-for-you products and premium or foodie/gourmet offerings, along with the consolidation of multiple private label lines under new, more eye-catching labels.


Scope and Methodology

This seventh edition of Private Label Food & Beverages in the U.S. focuses
on the mass-market products sold through supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, but also examines trends affecting other food and beverage retailers including convenience stores, drugstores, health and natural food stores, and dollar stores.


Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total private-label food and beverage market size.


Primary data sources include:

·         SymphonyIRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding Walmart) with annual sales of $2 million or more. 

·         U.S. Census Bureau retail food sales data from the Economic Census surveys primarily from 2002 and 2007, annual retail channel sales, non-employer statistics.


·         U.S. Bureau of Economic analysis annual estimates for consumer spending by food type


·         Major food and beverage retailer annual reports for individual retailer sales


·         The consumer demographics analysis was developed using data from the Experian Simmons National Consumer Study Winter 2012 consumer survey. Packaged Facts also draws on a proprietary Packaged Facts national online consumer survey conducted in March 2011.


·         Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and government sources, including company literature and annual reports.

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