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

Published: October 23, 2012 - 284 Pages

Table of Contents

  • Executive Summary
    • Scope of Report
    • Methodology
    • Two Markets: Foods and Beverages
      • Food Market
      • Center Store
      • Frozen Food
      • Dairy Food
      • Refrigerated Food
      • Bakery Products
      • Meats, Poultry and Seafood
      • Beverage Market
    • Private-Label Food & Beverage Market Size and Growth
      • Total Private Label Food & Beverage Market Nearing $100 Billion
        • Table Private Label Food & Beverage Retail Sales vs. Total Food & Beverage Retail Sales, 2007-2011 (in millions $)
      • Private Label Food Sales Top $80 Billion
        • Table Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Private Label Beverages Near $18 Billion
        • Table Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Total Private Label Food & Beverage to Reach $133 billion
        • Table Forecast of Private Label Food & Beverage Retail Dollar Sales vs. Total Food & Beverage Retail Dollar Sales, 2011-2016 (in millions $)
    • Competitive Retail Landscape
      • Supermarket Share of Overall Grocery Market Has Declined
        • Table Food-At-Home Sales by Type of Outlet, 1993-2010 (percent)
      • Pricing Has Been Key to Shift in Market Share
        • Table Average Annual Expenditures and Income of All Consumer Units and Percent Changes, 2008-2010
      • Private Label Has Important Role
      • Consumers Save Big with Private Label
        • Table Average Percentage Differences in National Brand vs. Private Label Pricing for Selected Food Categories
      • Drugstores Grow Grocery Operations Through Private Label
      • Dollar Stores Big Winners from Recession
      • Back to the Neighborhood
      • Future Growth Highly Probable
        • Table Selected Private Label Gainers and Losers 2010-2011
      • Optimists and Pessimists Alike Focus on Careful Spending
      • Price War Heats Up Among Retailers
      • Price Comparison as Strategy
      • Joining the Locavore Movement
      • Social Media Especially Useful for Reaching Younger Consumers
      • Wholesalers Consolidating
      • Is Private Label Hitting a Wall?
      • Possibility That "Frugal Fatigue" May Become a Game Changer
      • Price Freezes
      • Increasing Marketing Professionalism
      • Comparison Promotions
      • Sampling
      • Social Media
      • Twitter Comes On Strong
      • Mobile Media
      • Promotional Activities
      • Appealing to Local Interests
      • Packaging a Key Element of Private Label Marketing
      • New Images More Striking
      • A Design for Each Value Level
      • New Packaging and the Consumer
      • Keeping Pace with National Brands
      • Keeping Pace in Emerging Categories
      • Expanding Ethnic Lines
      • Healthy Ingredients
    • The Consumer
      • Private Label Users in Period of Transition
      • Motives for Private Label Purchasing are Mixed
      • Decision Making on Private Label Still in Flux
      • Private Label Usage Preference Rates by Winter 2012 Top 20 Categories
      • Consistent Growth Patters Among Top Private Label Categories
        • Table Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food and Beverage Categories, 2008-2012
      • Store Brands vs. National Brands
        • Table Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011 (percent of grocery shoppers)
  • Overall Private Label Food & Beverage Market
    • Scope of Report
    • Methodology
    • Two Markets: Foods and Beverages
      • Food Market
      • Center Store
      • Frozen Food
      • Dairy Food
      • Refrigerated Food
      • Bakery Products
      • Meats, Poultry and Seafood
      • Beverage Market
    • Private Label Food & Beverage Market Size and Growth
      • Total Private Label Food & Beverage Market Nearing $100 Billion
      • Penetration Within Food, Drug & Mass-Market Channels
      • Private Label Food & Beverage vs. Total Market
        • Table Private Label Food & Beverage Retail Sales vs. Total Food & Beverage Retail Sales, 2007-2011 (in millions $)
      • Total Food & Beverage CAGR at Less Than Half That of Private Label
      • More Categories Grow than Decrease
      • Private Label Food vs. Private Label Beverage
      • Private Label Food Sales Top $80 Billion
      • Slow Beverage Growth Begins with Lower Milk Prices
        • Table Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2007-2011 (in millions $)
      • Private Label Food vs. Branded Food
      • National Brand Foods Struggle as Recession Deepens
        • Table Private Label Food Retail Sales vs. National Brand Food Retail Sales, 2007-2011 (in millions $)
      • Private Label Food Unit Growth Tops 9.5 Billion from 2007 to 2011
        • Table Private Label Food Retail Unit Sales vs. National Brand Food Retail Unit Sales, 2007-2011 (in millions units)
      • National Brand Unit Sales Decline 3% in 2011
      • Decreases Dominate in Food Unit Sales Categories
      • Private Label Food Average Price per Unit
        • Table Private Label Food Retail Average Price per Unit vs. National Brand Food Retail Average Price per Unit, 2007-2011 (in dollars)
      • Private Label Food Prices Grow Less than 3.3%
      • Private Label Beverages vs. National Brand Beverages
      • National Brand Beverages See Rebound in 2011
        • Table Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-2011 (in millions $)
      • Private Label Beverage Unit Sales Expand
      • Branded Beverage Unit Sales Turn Upward in 2010
        • Table Private Label Beverage Retail Unit Sales vs. National Brand Beverage Retail Unit Sales, 2007-2011 (in millions units)
      • Slow Growth for Private Label Beverage Average Price Per Unit
      • Branded Beverage Average Unit Price Held in Check
        • Table Private Label Beverage Retail Average Price per Unit vs. Branded Retail Beverage Average Price per Unit, 2007-2011 (in dollars)
    • Private Label Food & Beverage Market Forecast
      • Total Private Label Food & Beverage to Reach $133 billion
        • Table Forecast of Private label Food & Beverage Retail Dollar Sales vs. Total Food & Beverage Retail Dollar Sales, 2011-2016 (in millions $)
        • Table Forecast of Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2011-2016 (in millions $)
      • Looking Ahead to 2016
      • Private Label Will Continue to Benefit
      • Brand Manufacturers Will Continue to Resist
      • Role of Quality
      • Building Relationships with Consumers
      • Building Identity through Building Relationships
  • The Private Label Food Market
    • Private Label Food Topped $80 Billion in 2011
      • Slow Economy Boosts Private Label Food Sales
        • Table Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Manufacturer Costs Impact Consumer Sales and Prices
      • Private Label Food Sales by Store Department
        • Table Total Private Label Food Retail Sales by Category, 2007-2011 (in millions $)
      • Frozen Foods
      • Dairy Food
      • Refrigerated Food
      • Bakery Products
      • Meat, Poultry, Seafood
      • Private Label Food Shares by Category
    • Private Label Center Store Foods
      • Unit Growth and Price Growth Trail Sales Increases
        • Table Total Private Label Center Store Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Private Label Center Store Products Segments
      • Snacks
        • Table Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Condiments, Sauces, Spices & Spreads
        • Table Total Private Label Condiments, Sauces, Spices & Spreads Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Baking & Cooking Products
        • Table Total Private Label Baking & Cooking Products Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Dinners & Side Dishes
        • Table Total Private Label Dinners & Side Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Vegetables, Tomato Products & Beans (Canned & Dried)
        • Table Total Private Label Vegetables, Tomato Products & Beans (Canned & Dried) Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Breakfast Foods
        • Table Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Shelf-Stable Meats & Seafood
        • Table Total Private Label Shelf-Stable Meats & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Fruit (Canned, Bottled, Dried)
        • Table Total Private Label Fruit (Canned, Bottled, Dried) Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Ethnic Foods
        • Table Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Candy & Gum
        • Table Total Private Label Candy & Gum Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Baby Foods
        • Table Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
    • Private Label Frozen Foods
      • Private Label Frozen Foods Sees Growth on Unit, Price Increases
        • Table Total Private Label Frozen Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Private Label Frozen Food Product Segments
      • Frozen Meat, Poultry & Seafood
        • Table Total Private Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Frozen Desserts
        • Table Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Frozen Vegetables
        • Table Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Frozen Dishes
        • Table Total Private Label Frozen Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Frozen Breakfast Foods & All Other Products
        • Table Total Private Label Frozen Breakfast Foods & All Other Frozen Product Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Frozen Fruit
        • Table Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
    • Private Label Dairy Foods
      • Private Label Dairy Foods Fluctuate Through Period
        • Table Total Private Label Dairy Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Private Label Dairy Food Product Segments
      • Eggs
        • Table Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Natural Cheese
        • Table Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Cultured Dairy
        • Table Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Butter & Butter Substitutes
        • Table Total Private Label Butter & Butter Substitute Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Processed Cheese
        • Table Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • All Other Dairy Foods
        • Table Total Private Label All Other Dairy Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
    • Private Label Refrigerated Foods
      • Modest Growth for Refrigerated Private Label Products
        • Table Total Private Label Refrigerated Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Private Label Refrigerated Food Product Segment
      • Private Label Refrigerated Dishes Top $4.2 Billion
        • Table Total Private Label Refrigerated Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2001-2011 (in millions $)
      • Lunchmeats See Growth from Price Increases
        • Table Total Private Label Lunchmeats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Refrigerated Dough and Baked Goods Sales Are Flat
        • Table Total Private Label Dough & Baked Goods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Mixed Bag of Other Refrigerated Foods Fares Well
        • Table Total Private Label All Other Refrigerated Products Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
    • Private Label Bakery Foods
      • Unit Sales Negative
        • Table Total Private Label Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Private Label Bakery Food Product Segments
      • Non-Sweet Bakery Food
        • Table Total Private Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Sweet Bakery Food
        • Table Total Private Label Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
    • Private Label Meats, Poultry & Seafood
      • Category Growth Nears 10% CAGR
        • Table Total Private Label Retail Meats, Poultry & Seafood Sales, 2007-2011 (in millions $)
      • Private Label Meat, Poultry & Seafood Product Segments
      • Fresh Meat & Poultry
        • Table Total Private Label Fresh Meats & Poultry Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Breakfast Meats
        • Table Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
      • Processed Dinner Meat
        • Table Total Private Label Processed Dinner Meat Retail Sales, 2007-2011 (in millions $)
      • Fresh Seafood
        • Table Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
  • The Private Label Beverage Market
    • Private Label Beverages Near $18 Billion
      • Slower Growth Despite Slow Economy
        • Table Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Private Label Beverage Category Sales
      • Private Label Dairy Beverages Just Over 3% CAGR
      • Private Label Juices Show Barely Increase
      • Private Label Bottled Water Increases Category Share
      • Carbonated Beverages Increase Category Penetration
      • Private Label Coffee & Tea Topped $1.5 Billion
      • Drink Mix Sales Fall
      • Private Label Sports & Energy Drinks Get Hit by Recession
        • Table Total Private Label Beverage Retail Sales by Category, 2007-2011 (in millions $)
      • Private Label Beverage Shares by Category
    • Private Label Dairy Beverages
      • Prices Also Impact Private Label Dairy Beverage Sales
        • Table Total Private Label Dairy Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Private Label Milk Declines on Lower Prices
      • Private Label Milk Substitutes and Cultured Dairy Beverages Shine
        • Table Total Private Label Dairy Beverage Retail Sales, 2007-2011 (in millions $)
      • Other Private Label Dairy Beverages Show Mixed Growth
      • Private Label Dairy Beverage Shares by Product Segment
      • Private Label Non-Milk Beverages Growing in Importance
    • Private Label Fruit & Vegetable Juices
      • Negative Unit Growth for Private Label Juices
        • Table Total Private Label Fruit & Vegetable Juice Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • A Plethora of Juice Product Segments
      • Growth Slows for Private Label Refrigerated Orange Juice
      • Frozen Orange Juice Down, Bottled Up
      • Private Label Juices Split Nearly Even Between Growth and Decline
        • Table Total Private Label Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)
      • Private Label Fruit & Vegetable Juice Shares by Product Segment
    • Private Label Bottled Water
      • Price increases Lift Private Label Bottled Water Sales Growth
        • Table Total Private Label Bottled Water Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Strong Growth for Private Label Convenience/Pet Still Water
        • Table Total Private Label Bottled Water Retail Sales, 2007-2011 (in millions $)
      • Consumers Opt for Smaller Private Label Bottled Water Units
    • Private Label Carbonated Beverages
      • Soft Drinks Sales Slow Down
        • Table Total Private Label Carbonated Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Low Calorie Soft Drinks Have Most Growth
        • Table Total Private Label Carbonated Beverage Retail Sales, 2007-2011 (in millions $)
      • Regular Soft Drinks Dominate Category
    • Private Label Coffee & Tea
      • Average Unit Price Flattens
        • Table Total Private Label Coffee & Tea Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Tea Sales Gain Share from Coffee
      • Private Label Ground Coffees
      • Refrigerated Teas
      • Canned and Bottled Teas
      • Whole Coffee Beans
      • Other Private Label Coffee and Tea Products
        • Table Total Private Label Coffee & Tea Retail Sales, 2007-2011 (in millions $)
      • Private Label Coffee & Tea Shares by Product Segment
    • Private Label Drink Mixes
      • Private Label Drink Mixes Unit Sales Decline Through 2011
        • Table Total Private Label Drink Mix Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Private Label Fruit Drinks Lose Ground
      • Private Label Hot Cocoa Growth Modest
      • Mixed Results for Other Segments
        • Table Total Private Label Drink Mix Retail Sales, 2007-2011 (in millions $)
      • Private Label Drink Mix Shares by Product Segment
      • Private Label Sports & Energy Drinks
      • Unit Sales Show Negative Growth
        • Table Total Private Label Sports & Energy Drink Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
      • Sports and Energy Drink Mixes Have Strongest Growth
        • Table Total Private Label Sports & Energy Drink Retail Sales, 2007-2011 (in millions $)
      • Private Label Sports & Energy Drink Shares by Product Segment
  • Competition in the Retail Landscape
    • Supermarket Share of Overall Grocery Market Has Declined
      • Table Food-At-Home Sales by Type of Outlet, 1993-2010
      • Pricing Has Been Key to Shift in Market Share
        • Table Average Annual Expenditures and Income of All Consumer Units and Percent Changes, 2008-2010
      • Private Label Has Important Role
      • Private Label Proliferation and Consolidation
        • Table Private Label Grocery Brands
      • Consumers Save Big with Private Label
        • Table Average Percentage Differences in National Brand vs. Private Label Pricing for Selected Food Categories
      • Private Labels Challenge Weaker Branded Lines
      • Drugstores Grow Grocery Operations Through Private Label
        • Table Drug Chain Grocery Brands
      • Dollar Stores Big Winners from Recession
      • Beyond Price as a Motivation
      • Back to the Neighborhood
      • Working Toward Innovation
      • Millennials Influence Shifts in Retail Landscape
      • Ethnic Grocery Chains Proliferate
        • Table Selected Asian and Hispanic Supermarket Chains
      • The Man Aisle
      • Retail Landscape Will Continue to Change
      • Private Label Manufacturers Respond to Changing Landscape
      • Ralcorp Consolidates
      • ConAgra Keeps Acquiring
      • Small Companies Continue to Enter PL Manufacturing Field
      • Retailers are Private Label Manufacturers, Too
    • Competitor Profiles
      • Supervalu: Poster Child for Supermarket Woes
        • Table Supervalu Financials, 2007-2011 (in millions)
      • Private Label Expected to Contribute to Turnaround
      • Can Supervalu Survive Intact?
    • Ahold USA
      • Driving Private Label
    • Aldi, Inc.
      • Overview
    • Costco Wholesale Corporation
      • Overview
    • Delhaize America LLC
      • Overview
        • Table Delhaize America, 2009-2011
        • Table Delhaize America, Stores by Region
      • Food Lion Transformation
      • Bottom Dollar to Expand
      • MyEssentials Private Label to Receive More Promotion
    • The Kroger Co.
      • Overview
        • Table Kroger Sales and Earnings, Fiscal 2009-2011 (in $ millions)
      • Key Role for Private Label at Kroger
    • Safeway, Inc.
      • Overview
        • Table Safeway Sales and Earnings, Fiscal 2009-2011 (in $ millions)
      • "Lifestyle" Transformation Almost Completed
      • Extensive Private Label Offerings
        • Table Safeway Manufacturing and Food Processing Facilities, 2011
    • Target Corporation
      • Overview
        • Table Target Sales and Earnings, Fiscal 2009-2011 (in $ millions)
        • Table Target Sales by Product Category Fiscal 2009-2011
      • Target's Private Label
    • Trader Joe's Co., Inc.
      • Overview
    • Walmart Stores, Inc.
      • Overview
        • Table Walmart Operating Results, 2008-2012
      • Small Is Beautiful for Walmart
        • Table Walmart Unit Footprints
      • Private Label Still in the Mix
    • Whole Foods Market, Inc.
      • Overview
      • Food & Beverage Sales
  • Private Label Food and Beverage Trends
    • Private Label Success Is Firm
      • Performance by Category is Uneven
        • Table Selected Private Label Gainers and Losers 2010-2011
    • Future Growth Highly Probable
      • Optimists and Pessimists Alike Focus on Careful Spending
    • Prices Going Up
      • Wegmans Price Freeze Defies Drought
      • Rising Costs, Not Just Lower Incomes
        • Table U.S. Income Data, December 2008-June 2012 (in billions of dollars)
        • Table U.S. Employment Data, 2001-2012 (in millions)
      • Mutli-Tier Practice Helps with Rising Prices
      • Price War Heats Up Among Retailers
      • Price Comparison as Strategy
    • Is Private Label Hitting a Wall?
      • Possibility That "Frugal Fatigue" May Become a Game Changer
    • Expect the Unexpected
    • Retailers Expanding Multiple Private Label Levels
      • Table Supervalu Food & Beverage Private Label Tiers
      • Several Price Options for Same Product
      • Cardholders Gain Added Value on Private Label
      • European Model is Being Followed
      • Niche Private Label Lines
      • Senior Focus
    • Expanding Good-for-You Private Label: Going Healthy, Natural and Organic
      • Walmart Launches "Great For You" Healthy Food Label
      • Spartan Stores Beat Walmart
    • Joining the Locavore Movement
    • Family-Sizes Move to Prepared Foods Arena
    • Sustainable Packaging: Doing Well by Doing Good
      • Packaging Important to European Retailer Identity
      • U.S. Retailers Opting for High Concepts
    • Increasing Use of Private Label in Promotional Activities
      • Private Label Promotion Via Social Media
      • Social Media Especially Useful for Reaching Younger Consumers
      • Leveraging Employee Input
      • Co-Branding For Manufacturer Cache
      • Made-in-USA Label Matters to Consumers
    • Conflict with Brand Manufacturers
      • Brand Manufacturers Fighting Back
    • Private Label Wholesalers Double Down
      • Wholesalers Consolidating
  • Marketing and New Product Activity
    • Marketing Activity
      • Private Label Continues To Grow
      • Purpose of Private Label Marketing
      • The "Marketing Tax"
      • Private Label as Marketing Tool for Stores
      • Intensified Promotion of Private Label Food and Beverage Products
      • Marketing Dilemma for Retailers
      • Price Freezes
      • Increasing Marketing Professionalism
      • In-Store Advertising and Promotion
      • Comparison Promotions
      • Sampling
      • Private Label Promotions and Loyalty Cards
      • On Air Advertising and Promotion
      • Loblaw's "Recipes to Riches" Participation
      • Social Media
        • Table Social Media Responses
      • Twitter Comes On Strong
      • Entering the Blogosphere
      • Mobile Media
      • Promotional Activities
      • Appealing to Local Interests
      • Sponsorships, Charities, Local Support
      • Local Support
      • School Promotions
      • Packaging a Key Element of Private Label Marketing
      • Sending a Message
      • New Images More Striking
      • Professional Input
      • A Design for Each Value Level
      • Package Images in Transition for All Marketers
      • New Packaging and the Consumer
    • Product Development
      • Keeping Pace with National Brands
      • Keeping Pace in Emerging Categories
      • Line Extensions in Traditional Categories
      • Expanding Ethnic Lines
      • Healthy Ingredients
      • Meeting Demand for Convenience
  • The Consumer
    • Note on Experian Simmons Market Research Bureau Consumer Data
      • Private Label Users in Period of Transition
      • Motives for Private Label Purchasing are Mixed
      • Decision Making on Private Label Still in Flux
    • Private Label Usage Preference Rates by Winter 2012 Top 20 Categories
      • Consistent Growth Patters Among Top Private Label Categories
        • Table Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food and Beverage Categories, 2008-2012
    • Strongest and Weakest Private Label Categories by 5-Year Point Change
      • Table Year over Year Penetration of Selected Private Label Product Categories: By Strongest Percentage Point Growth, Spring 2004-Winter 2012
      • Losses Smaller than Gains
        • Table Year over Year Penetration of Selected Private Label Product Categories: By Greatest Negative Percentage Point Change, Spring 2004-Winter 2012
    • Dairy Case: Strong Private Label Driver
      • Table Percentage Who Most Often Use Private Label: Dairy Case Products, Winter 2012 (U.S. adults)
      • Dairy Demographic Focus: Butter
        • Table Private Label User Demographics Focus: Butter, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: Natural/Imported Cheese
        • Table Private Label User Demographics Focus: Natural/Imported Cheese, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: Sour Cream
        • Table Private Label User Demographics Focus: Sour Cream, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: Cottage Cheese
        • Table Private Label User Demographics Focus: Cottage Cheese, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: American Pasteurized Cheese
        • Table Private Label User Demographics Focus: American Pasteurized Cheese, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: Grated Cheese
        • Table Private Label User Demographics Focus: Grated Cheese, Winter 2012 (U.S. adults indices)
    • Condiments: Processed Products Less Penetration
      • Table Percentage Who Most Often Use Private Label: Condiments, Winter 2012 (U.S. adults)
      • Demographic Focus: Salad or Cooking Oil
        • Table Private Label User Demographics Focus: Salad or Cooking Oil, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Peanut Butter
        • Table Private Label User Demographics Focus: Peanut Butter, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Ketchup
        • Table Private Label User Demographics Focus: Ketchup, 2012 (U.S. adults indices)
    • Baking Products: Strong Penetration Among Total Users
      • Table Percentage Who Most Often Use Private Label: Baking Products, Winter 2012 (U.S. adults)
      • Demographic Focus: Sugar
        • Table Private Label User Demographics Focus: Sugar, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Nuts for Cooking
        • Table Private Label User Demographics Focus: Nuts for Cooking, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Flour
        • Table Private Label User Demographics Focus: Flour, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Packaged Pie Crusts
        • Table Private Label User Demographics Focus: Packaged Pie Crust, Winter 2012 (U.S. adults indices)
    • Meal Products: Vegetables Are Private Label Stronghold
      • Table Percentage Who Most Often Use Private Label: Meal Products, 2009 (U.S. adults)
      • Demographic Focus: Frozen Vegetables
        • Table Private Label User Demographics Focus: Frozen Vegetables, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Canned Tomatoes/Sauce/Paste
        • Table Private Label User Demographics Focus: Canned Tomatoes/Sauce/ Paste, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Canned Or Jarred Vegetables
        • Table Private Label User Demographics Focus: Canned or Jarred Vegetables, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Dry Pasta
        • Table Private Label User Demographics Focus: Dry Pasta, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Cold Cuts
        • Table Private Label User Demographics Focus: Cold Cuts, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Frozen Potato Products
        • Table Private Label User Demographics Focus: Frozen Potato Products, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Bagged or Packaged Salads
        • Table Private Label User Demographics Focus: Bagged or Packaged Salads, Winter 2012 (U.S. adults indices)
    • Breakfast and Bakery Products: Opportunity for Growth
      • Table Percentage Who Most Often Use Private Label: Breakfast and Bakery Goods, 2009 (U.S. adults)
      • Demographic Focus: Bread
        • Table Private Label User Demographics Focus: Bread, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Bagels
        • Table Private Label User Demographics Focus: Bagels, 2012 (U.S. adults indices)
      • Demographic Focus: English Muffins
        • Table Private label User Demographics Focus: English Muffins, 2012 (U.S. adults indices)
    • Snacks: Uniform Range for Purchasing Rates
      • Table Percentage Who Most Often Use Private Label: Snacks, Winter 2012 (U.S. adults)
      • Dairy Demographic Focus: Ice Cream & Sherbet
        • Table Private label User Demographics Focus: Ice Cream & Sherbet, Winter 2012 (U.S. adults indices)
      • Dairy Demographic Focus: Pretzels
        • Table Private label User Demographics Focus: Pretzels, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Popcorn Products
        • Table Private label User Demographics Focus: Popcorn Products, Winter 2012 (U.S. adults indices)
    • Beverage Products: Preference Rate Tiers for Juices, Coffee/Tea, and Colas
      • Table Percentage Who Most Often Use Private Label: Beverage Products, Winter 2012 (U.S. adults)
      • Demographic Focus: Orange Juice Bottles/Cans/Cartons
        • Table Private label User Demographics Focus: Orange Juice Bottles/Cans/Cartons, Winter 2012 (U.S. adults indices)
      • Demographic Focus: Ground/Whole Bean Coffee
        • Table Private label User Demographics Focus: Ground/Whole Bean Coffee, Winter 2012 (U.S. adults indices)
    • Private Label Retail Consumer Overview
      • Food Shopper Insights
      • Store Brands vs. National Brands
        • Table Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011 (percent of grocery shoppers)
        • Table Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)
        • Table Food Products Most Likely to Be Store Brand Purchases Made on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers who purchased the product)
      • The Force of Habit
        • Table Percent of Grocery Shoppers Having "One Usual Purchase" for Food Products Bought on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
        • Table Percent of Grocery Shoppers Citing "Habit" as One of the Main Reasons for Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011
      • Store Brands More Popular Among Women
      • Importance of Private Label in Deciding Where to Shop
        • Table Products Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip: By Age of Grocery Shopper, 2011 (percent of grocery shoppers)
  • Addresses of Selected Marketers

Abstract

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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