Attitudes toward Private Label - US - November 2014
“Despite the substantial advances store brands have made in terms of quality, Mintel’s consumer research reveals that more than four in 10 consumers still perceive store brands to be inferior to national brands. Store brands must do a better job of distinguishing between their value and premium tiers to attract the right customers to the right products: those looking for inexpensive food items and those looking for higher quality products at affordable prices.”
– Amy Kraushaar, US Category Manager, Food & Drink and Foodservice
This report answers the following questions:
- How can private label overcome some lingering perceptions of lower quality?
- What will make store brands resonate better with Millennials?
- Hispanics are heavy private label users; can penetration increase?
Private label food and beverage sales grew slowly from 2011-14, reaching $16.9 billion, and are forecast to reach $18.1 billion by 2019. Mintel’s research shows store brands have high usage and are viewed mostly positively. Over 60% agree store brands are as good as national brands and over half agree the store brands they buy are household essentials. Thus, continued retailer investment in store brands can be a competitive advantage that provides higher-margin profit than national brands. Retailers should focus on those most likely to buy store brands: Hispanics, Millennials, and households with children. Healthy and premium lines, and unique flavors and product types, will grow sales.
This report builds on the analysis presented in Mintel’s "The Private Label Food Consumer – US, November 2013."
According to the PLMA (Private Label Manufacturers Association), private label products encompass all merchandise sold under a retail store’s private label. That label can be the store’s own name or a name created exclusively by that store.
This report includes private label sales and market share data in five food departments as defined by SymphonyIRI:
This also includes the following eight beverage categories:
- Milk, non-dairy drinks, and yogurt drinks
- Tea and coffee
- Juice and juice drinks
- Sports, nutritional, and performance drinks
- Alcoholic beverages
- Carbonated beverages (soda) and energy drinks
- Baby (electrolytes, baby juice)
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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