Private Label Food and Beverages in the U.S., 7th Edition
An ongoing recession with no clear end in sight has created a rich environment for steadily improving sales of private label food and beverage products. Private label products provide grocery retailers with greater profit margins than national brands and allow them to meet the consumer demand for lower prices. Private label foods and beverages now account for 20% to 25% of dollar sales and even higher percentages of unit sales in mainstream grocery chains such as Supervalu and Kroger; over 80% in specialty outlets such as Trader Joe’s; and top 90% for low price specialists like Aldi.
Grocery retailers across the board have announced plans to increase private label offerings, reporting the specific target goals they are aiming toward. The current market is notable for the expansion into upscale and gourmet segments, the increased presence of private label “good-for-you” products, and the consolidation of multiple private label lines under new, more eye-catching labels.
This third edition of “Private Label Food & Beverage in The U.S.” analyzes the U.S. market for foods and beverages sold under the proprietary labels of retailers, referred to in the trade as private label or store brand products. The focus is on the private label activities of the major grocery outlets like supermarkets, mass merchandisers, and warehouse clubs but also examines the trend toward private label grocery sales in other channels such as drugstores, convenience stores and, especially dollar stores. Included are estimates of total dollar sales and unit sales along with forecasts for growth through 2016.
Grocery retailers across the board have announced plans to increase private label offerings, reporting the specific target goals they are aiming toward. The current market is notable for the expansion into upscale and gourmet segments, the increased presence of private label “good-for-you” products, and the consolidation of multiple private label lines under new, more eye-catching labels.
This third edition of “Private Label Food & Beverage in The U.S.” analyzes the U.S. market for foods and beverages sold under the proprietary labels of retailers, referred to in the trade as private label or store brand products. The focus is on the private label activities of the major grocery outlets like supermarkets, mass merchandisers, and warehouse clubs but also examines the trend toward private label grocery sales in other channels such as drugstores, convenience stores and, especially dollar stores. Included are estimates of total dollar sales and unit sales along with forecasts for growth through 2016.
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)
CHAPTER 2: 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 2-1: 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
Figure 2-1: Percent of Food and Beverage Categories with Dollar Sales Increases, 2010 to 2011
Private Label Food vs. Private Label Beverage
Figure 2-2: Share of Private Label Market by Food and Beverage Dollar Sales, 2007 vs. 2011 (percent)
Private Label Food Sales Top $80 Billion
Slow Beverage Growth Begins with Lower Milk Prices
Table 2-2: Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2007-2011 (in millions $)
Private Label Food vs. Branded Food
Figure 2-3: Share of Total Food Market by Private Label and National Brand Retail Dollar Sales, 2007 vs. 2011 (percent)
National Brand Foods Struggle as Recession Deepens
Table 2-3: 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 2-4: 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
Figure 2-4: Percent of Total Food Unit Sales, Private Label vs.Branded, 2007-2011
Decreases Dominate in Food Unit Sales Categories
Figure 2-5: Percent of Food and Beverage Categories with Unit Sales Increases, 2010 to 2011
Private Label Food Average Price per Unit
Table 2-5: 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
Figure 2-6: Percent of Total Beverage Dollar Sales, Private Label vs. Branded, 2007-2011
National Brand Beverages See Rebound in 2011
Table 2-6: Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-2011 (in millions $)
Private Label Beverage Unit Sales Expand
Figure 2-7: Percent of Total Beverage Unit Sales, Private Label
vs. Branded, 2007-2011
Branded Beverage Unit Sales Turn Upward in 2010
Table 2-7: 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 2-8: 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 2-9: Forecast of Private label Food & Beverage Retail Dollar Sales vs. Total Food & Beverage Retail Dollar Sales, 2011-2016 (in millions $)
Table 2-10: 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
CHAPTER 3: THE PRIVATE LABEL FOOD MARKET
Private Label Food Topped $80 Billion in 2011
Figure 3-1: Private Label Food Retail Sales and Share of Total Food Retail Sales, 2007-2011 (in $ millions)
Slow Economy Boosts Private Label Food Sales
Table 3-1: 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
Center Store
Table 3-2: 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
Figure 3-2: Share of Private Label Food Market by Category Dollar Sales, 2007 vs. 2011 (percent)
Private Label Center Store Foods
Figure 3-3: Private Label Center Store Food Retail Sales and Share of Total Center Store Food Retail Sales, 2007-2011 (in millions $)
Unit Growth and Price Growth Trail Sales Increases
Table 3-3: 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
Figure 3-4: Share of Private Label Center Store Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Snacks
Table 3-4: Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Condiments, Sauces, Spices & Spreads
Table 3-5: 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 3-6: Total Private Label Baking & Cooking Products Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)
Dinners & Side Dishes
Table 3-7: 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 3-8: 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 3-9: Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Shelf-Stable Meats & Seafood
Table 3-10: 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 3-11: Total Private Label Fruit (Canned, Bottled, Dried)
Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Ethnic Foods
Table 3-12: Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Candy & Gum
Table 3-13: Total Private Label Candy & Gum Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Baby Foods
Table 3-14: Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Private Label Frozen Foods
Figure 3-5: Private Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales, 2007-2011 (in millions $)
Private Label Frozen Foods Sees Growth on Unit, Price Increases
Table 3-15 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
Figure 3-6: Share of Private Label Frozen Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Frozen Meat, Poultry & Seafood
Table 3-16: Total Private Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Desserts
Table 3-17: Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Vegetables
Table 3-18: Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Dishes
Table 3-19: 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 3-20: 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 3-21: Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Private Label Dairy Foods
Figure 3-7: Private Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales, 2007-2011 (in millions $)
Private Label Dairy Foods Fluctuate Through Period
Table 3-22: 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
Figure 3-8: Share of Private Label Dairy Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Eggs
Table 3-23: Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Natural Cheese
Table 3-24: Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Cultured Dairy
Table 3-25: Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Butter & Butter Substitutes
Table 3-26: Total Private Label Butter & Butter Substitute Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Processed Cheese
Table 3-27: Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
All Other Dairy Foods
Table 3-28: 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
Figure 3-9: Private Label Refrigerated Food Retail Sales and Share of Total Refrigerated Food Retail Sales, 2007-2011 (in millions $)
Modest Growth for Refrigerated Private Label Products
Table 3-29: 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
Figure 3-10: Share of Private Label Refrigerated Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Refrigerated Dishes Top $4.2 Billion
Table 3-30: 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 3-31: 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 3-32: 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 3-33: 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
Figure 3-11: Private Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales, 2007-2011 (in millions $)
Unit Sales Negative
Table 3-34: 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
Figure 3-12: Share of Private Label Bakery Food Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Non-Sweet Bakery Food
Table 3-35: 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 3-36: 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
Figure 3-13: Private Label Meats, Poultry & Seafood Retail Sales and Share of Total Meats, Poultry & Seafood Retail Sales,2007-2011 (in millions $)
Category Growth Nears 10% CAGR
Table 3-37: Total Private Label Retail Meats, Poultry & Seafood Sales,2007-2011 (in millions $)
Private Label Meat, Poultry & Seafood Product Segments
Figure 3-14: Share of Private Label Meats, Poultry & Seafood Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Fresh Meat & Poultry
Table 3-38: Total Private Label Fresh Meats & Poultry Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Breakfast Meats
Table 3-39: Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Processed Dinner Meat
Table 3-40: Total Private Label Processed Dinner Meat Retail Sales,2007-2011 (in millions $)
Fresh Seafood
Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
CHAPTER 4: THE PRIVATE LABEL BEVERAGE MARKET
Private Label Beverages Near $18 Billion
Figure 4-1: Private Label Beverage Retail Sales and Share of Total Beverage Retail Sales, 2007-2011 (in billions $)
Slower Growth Despite Slow Economy
Table 4-1: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
Private Label Beverage Category Sales
Three Categories Above Overall Rate of Growth, Four Below
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 4-2: Total Private Label Beverage Retail Sales by Category,2007-2011 (in millions $)
Private Label Beverage Shares by Category
Figure 4-2: Share of Private Label Beverage Market by Category Dollar Sales, 2007 vs. 2011 (percent)
Private Label Dairy Beverages
Figure 4-3: Private Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage Retail Sales, 2007-2011 (in millions $)
Prices Also Impact Private Label Dairy Beverage Sales
Table 4-3: 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 4-4: 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
Figure 4-4: Share of Private Label Dairy Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Non-Milk Beverages Growing in Importance
Private Label Fruit & Vegetable Juices
Figure 4-5: Private Label Fruit & Vegetable Juice Retail Sales and Share of Total Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)
Negative Unit Growth for Private Label Juices
Table 4-5: 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 4-6: Total Private Label Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)
Private Label Fruit & Vegetable Juice Shares by Product Segment
Figure 4-6: Share of Private Label Fruit & Vegetable Juice Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Bottled Water
Figure 4-7: Private Label Bottled Water Retail Sales and Share of Total Bottled Water Retail Sales, 2007-2011 (in millions $)
Price increases Lift Private Label Bottled Water Sales Growth
Table 4-7: 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 4-8: Total Private Label Bottled Water Retail Sales, 2007-2011
(in millions $)
Consumers Opt for Smaller Private Label Bottled Water Units
Figure 4-8: Share of Private Label Bottled Water Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Carbonated Beverages
Figure 4-9: Private Label Carbonated Beverage Retail Sales and Share of Total Carbonated Beverage Retail Sales, 2007-2011 (in millions $)
Soft Drinks Sales Slow Down
Table 4-9: 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 4-10: Total Private Label Carbonated Beverage Retail Sales,2007-2011 (in millions $)
Regular Soft Drinks Dominate Category
Figure 4-10: Share of Private Label Carbonated Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Coffee & Tea
Figure 4-11: Private Label Coffee & Tea Retail Sales and Share of Total Coffee & Tea Retail Sales, 2007-2011 (in millions $)
Average Unit Price Flattens
Table 4-11: 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 4-12: Total Private Label Coffee & Tea Retail Sales, 2007-2011 (in millions $)
Private Label Coffee & Tea Shares by Product Segment
Figure 4-12: Share of Private Label Coffee & Tea Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Drink Mixes
Figure 4-13: Private Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2007-2011 (in millions $)
Private Label Drink Mixes Unit Sales Decline Through 2011
Table 4-13: 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 4-14: Total Private Label Drink Mix Retail Sales, 2007-2011
(in millions $)
Private Label Drink Mix Shares by Product Segment
Figure 4-14: Share of Private Label Drink Mix Category by Product Segment Dollar Sales, 2007 vs. 2011
Private Label Sports & Energy Drinks
Figure 4-15: Private Label Sports & Energy Drink Retail Sales and Share of Total Sports & Energy Drinks Retail Sales, 2007-2011 (in millions $)
Unit Sales Show Negative Growth
Table 4-15: 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 4-16: Total Private Label Sports & Energy Drink Retail Sales,2007-2011 (in millions $)
Private Label Sports & Energy Drink Shares by Product Segment
Figure 4-16: Share of Private Label Sports & Energy Drink Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
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)
CHAPTER 2: 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 2-1: 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
Figure 2-1: Percent of Food and Beverage Categories with Dollar Sales Increases, 2010 to 2011
Private Label Food vs. Private Label Beverage
Figure 2-2: Share of Private Label Market by Food and Beverage Dollar Sales, 2007 vs. 2011 (percent)
Private Label Food Sales Top $80 Billion
Slow Beverage Growth Begins with Lower Milk Prices
Table 2-2: Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2007-2011 (in millions $)
Private Label Food vs. Branded Food
Figure 2-3: Share of Total Food Market by Private Label and National Brand Retail Dollar Sales, 2007 vs. 2011 (percent)
National Brand Foods Struggle as Recession Deepens
Table 2-3: 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 2-4: 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
Figure 2-4: Percent of Total Food Unit Sales, Private Label vs.Branded, 2007-2011
Decreases Dominate in Food Unit Sales Categories
Figure 2-5: Percent of Food and Beverage Categories with Unit Sales Increases, 2010 to 2011
Private Label Food Average Price per Unit
Table 2-5: 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
Figure 2-6: Percent of Total Beverage Dollar Sales, Private Label vs. Branded, 2007-2011
National Brand Beverages See Rebound in 2011
Table 2-6: Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-2011 (in millions $)
Private Label Beverage Unit Sales Expand
Figure 2-7: Percent of Total Beverage Unit Sales, Private Label
vs. Branded, 2007-2011
Branded Beverage Unit Sales Turn Upward in 2010
Table 2-7: 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 2-8: 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 2-9: Forecast of Private label Food & Beverage Retail Dollar Sales vs. Total Food & Beverage Retail Dollar Sales, 2011-2016 (in millions $)
Table 2-10: 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
CHAPTER 3: THE PRIVATE LABEL FOOD MARKET
Private Label Food Topped $80 Billion in 2011
Figure 3-1: Private Label Food Retail Sales and Share of Total Food Retail Sales, 2007-2011 (in $ millions)
Slow Economy Boosts Private Label Food Sales
Table 3-1: 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
Center Store
Table 3-2: 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
Figure 3-2: Share of Private Label Food Market by Category Dollar Sales, 2007 vs. 2011 (percent)
Private Label Center Store Foods
Figure 3-3: Private Label Center Store Food Retail Sales and Share of Total Center Store Food Retail Sales, 2007-2011 (in millions $)
Unit Growth and Price Growth Trail Sales Increases
Table 3-3: 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
Figure 3-4: Share of Private Label Center Store Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Snacks
Table 3-4: Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Condiments, Sauces, Spices & Spreads
Table 3-5: 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 3-6: Total Private Label Baking & Cooking Products Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)
Dinners & Side Dishes
Table 3-7: 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 3-8: 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 3-9: Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Shelf-Stable Meats & Seafood
Table 3-10: 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 3-11: Total Private Label Fruit (Canned, Bottled, Dried)
Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Ethnic Foods
Table 3-12: Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Candy & Gum
Table 3-13: Total Private Label Candy & Gum Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Baby Foods
Table 3-14: Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Private Label Frozen Foods
Figure 3-5: Private Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales, 2007-2011 (in millions $)
Private Label Frozen Foods Sees Growth on Unit, Price Increases
Table 3-15 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
Figure 3-6: Share of Private Label Frozen Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Frozen Meat, Poultry & Seafood
Table 3-16: Total Private Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Desserts
Table 3-17: Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Vegetables
Table 3-18: Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Frozen Dishes
Table 3-19: 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 3-20: 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 3-21: Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Private Label Dairy Foods
Figure 3-7: Private Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales, 2007-2011 (in millions $)
Private Label Dairy Foods Fluctuate Through Period
Table 3-22: 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
Figure 3-8: Share of Private Label Dairy Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Eggs
Table 3-23: Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Natural Cheese
Table 3-24: Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Cultured Dairy
Table 3-25: Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Butter & Butter Substitutes
Table 3-26: Total Private Label Butter & Butter Substitute Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Processed Cheese
Table 3-27: Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
All Other Dairy Foods
Table 3-28: 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
Figure 3-9: Private Label Refrigerated Food Retail Sales and Share of Total Refrigerated Food Retail Sales, 2007-2011 (in millions $)
Modest Growth for Refrigerated Private Label Products
Table 3-29: 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
Figure 3-10: Share of Private Label Refrigerated Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Refrigerated Dishes Top $4.2 Billion
Table 3-30: 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 3-31: 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 3-32: 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 3-33: 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
Figure 3-11: Private Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales, 2007-2011 (in millions $)
Unit Sales Negative
Table 3-34: 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
Figure 3-12: Share of Private Label Bakery Food Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Non-Sweet Bakery Food
Table 3-35: 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 3-36: 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
Figure 3-13: Private Label Meats, Poultry & Seafood Retail Sales and Share of Total Meats, Poultry & Seafood Retail Sales,2007-2011 (in millions $)
Category Growth Nears 10% CAGR
Table 3-37: Total Private Label Retail Meats, Poultry & Seafood Sales,2007-2011 (in millions $)
Private Label Meat, Poultry & Seafood Product Segments
Figure 3-14: Share of Private Label Meats, Poultry & Seafood Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Fresh Meat & Poultry
Table 3-38: Total Private Label Fresh Meats & Poultry Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Breakfast Meats
Table 3-39: Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Processed Dinner Meat
Table 3-40: Total Private Label Processed Dinner Meat Retail Sales,2007-2011 (in millions $)
Fresh Seafood
Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
CHAPTER 4: THE PRIVATE LABEL BEVERAGE MARKET
Private Label Beverages Near $18 Billion
Figure 4-1: Private Label Beverage Retail Sales and Share of Total Beverage Retail Sales, 2007-2011 (in billions $)
Slower Growth Despite Slow Economy
Table 4-1: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)
Private Label Beverage Category Sales
Three Categories Above Overall Rate of Growth, Four Below
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 4-2: Total Private Label Beverage Retail Sales by Category,2007-2011 (in millions $)
Private Label Beverage Shares by Category
Figure 4-2: Share of Private Label Beverage Market by Category Dollar Sales, 2007 vs. 2011 (percent)
Private Label Dairy Beverages
Figure 4-3: Private Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage Retail Sales, 2007-2011 (in millions $)
Prices Also Impact Private Label Dairy Beverage Sales
Table 4-3: 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 4-4: 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
Figure 4-4: Share of Private Label Dairy Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Non-Milk Beverages Growing in Importance
Private Label Fruit & Vegetable Juices
Figure 4-5: Private Label Fruit & Vegetable Juice Retail Sales and Share of Total Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)
Negative Unit Growth for Private Label Juices
Table 4-5: 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 4-6: Total Private Label Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)
Private Label Fruit & Vegetable Juice Shares by Product Segment
Figure 4-6: Share of Private Label Fruit & Vegetable Juice Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Bottled Water
Figure 4-7: Private Label Bottled Water Retail Sales and Share of Total Bottled Water Retail Sales, 2007-2011 (in millions $)
Price increases Lift Private Label Bottled Water Sales Growth
Table 4-7: 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 4-8: Total Private Label Bottled Water Retail Sales, 2007-2011
(in millions $)
Consumers Opt for Smaller Private Label Bottled Water Units
Figure 4-8: Share of Private Label Bottled Water Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Carbonated Beverages
Figure 4-9: Private Label Carbonated Beverage Retail Sales and Share of Total Carbonated Beverage Retail Sales, 2007-2011 (in millions $)
Soft Drinks Sales Slow Down
Table 4-9: 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 4-10: Total Private Label Carbonated Beverage Retail Sales,2007-2011 (in millions $)
Regular Soft Drinks Dominate Category
Figure 4-10: Share of Private Label Carbonated Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Coffee & Tea
Figure 4-11: Private Label Coffee & Tea Retail Sales and Share of Total Coffee & Tea Retail Sales, 2007-2011 (in millions $)
Average Unit Price Flattens
Table 4-11: 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 4-12: Total Private Label Coffee & Tea Retail Sales, 2007-2011 (in millions $)
Private Label Coffee & Tea Shares by Product Segment
Figure 4-12: Share of Private Label Coffee & Tea Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Drink Mixes
Figure 4-13: Private Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2007-2011 (in millions $)
Private Label Drink Mixes Unit Sales Decline Through 2011
Table 4-13: 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 4-14: Total Private Label Drink Mix Retail Sales, 2007-2011
(in millions $)
Private Label Drink Mix Shares by Product Segment
Figure 4-14: Share of Private Label Drink Mix Category by Product Segment Dollar Sales, 2007 vs. 2011
Private Label Sports & Energy Drinks
Figure 4-15: Private Label Sports & Energy Drink Retail Sales and Share of Total Sports & Energy Drinks Retail Sales, 2007-2011 (in millions $)
Unit Sales Show Negative Growth
Table 4-15: 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 4-16: Total Private Label Sports & Energy Drink Retail Sales,2007-2011 (in millions $)
Private Label Sports & Energy Drink Shares by Product Segment
Figure 4-16: Share of Private Label Sports & Energy Drink Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)
