Own brand and private label products have extended their multiyear period of growth, outpacing national brands in value and unit gains and setting new share records in all major US retail channels, according to the Private Label Manufacturers Association.
Data provided to PLMA by The Nielsen Co. for the 52 weeks ending Dec. 27, 2013, showed that national brands in the US ceded precious market share as consumers continued to reach for quality and value in store brands.
In supermarkets, unit and value shares rose to 23.4% and 19.4%, respectively. In drug chains, unit market share advanced to 17.3% while dollar share increased to 16.4%. Across all outlets combined, which includes Wal-Mart, mass merchandisers, the club channel, dollar stores and military exchanges, shares moved up to 21.2% in units and 17.5% in dollars. All share marks are records.
"In response to the trend, retailers across the country are freshening private-label offerings and rolling out new products and whole new lines to their shelves," PLMA president Brian Sharoff. "Looking ahead, store-brand portfolios of leading retailers will likely accelerate their emphasis on consumer-focused positioning."
"For the first time, our 22-year-old reference moves from print publication to an exclusively online resource, where store brands performance can more easily be examined and tracked category by category and quarter by quarter, across nine U.S. regional divisions and by channel."
Since 2011, annual sales of store brands in supermarkets have increased 3%, or $1.6 billion, and in drug stores they have climbed 9%, or $700 million. In all outlets combined, annual sales have grown 5%, or $5.3 billion.
© 2014 - European Supermarket Magazine by Enda Dowling
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