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

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.

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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.

TABLE OF CONTENTS
 
Chapter 1: 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 1-1: Private Label Food & Beverage Retail Sales vs.Total Food & Beverage Retail Sales, 2007-2011 (in millions $)
Private Label Food Sales Top $80 Billion
Table 1-2: 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 1-3: 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 1-4: 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 1-5: Food-At-Home Sales by Type of Outlet, 1993-2010 (percent)
Pricing Has Been Key to Shift in Market Share
Table 1-6: 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 1-7: 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 1-8: 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
Figure 1-1: Percentage of U.S. Adults Who Most Often Use
Private Label: Top 20 Food and Beverage Categories, Winter 2012
Consistent Growth Patters Among Top Private Label Categories
Table 1-9: 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 1-10: Attitudes of Grocery Shoppers toward National/Name
Brands and Store Brands, 2011 (percent of grocery shoppers)

Report Details:

Published: Oct 2012

No. of pages:284

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