The Private Label Food and Drink Consumer - US - December 2010
Private label food and drink products have garnered more attention in the media, as well as the business community, in recent years in part because of the impressive growth across multiple categories. Consumers are buying private label food and drink products in greater numbers, typically because these products represent better value irrespective of the price point at which the consumer is buying. While price is an important driver of private label performance, it is also evident that the quality of the products have improved in recent years, and consumers increasingly recognize that “store brands” are often of equal, or even superior quality, to comparable nationally branded products. Moreover, many retailers of private label products have developed elegant and intriguing packaging that has helped to position their products as premium, and perhaps alleviate—or even eliminate— the stigma associated with “generic” products.
This report provides a comprehensive analysis of private label food and drinks in the U.S. More specifically, the report addresses the following questions:
- How are macro-level economic trends impacting private label sales in the U.S.?
- How have sales of private label food and drink fluctuated in recent years?
- How are retailers promoting their private label lines inside and outside the store?
- What types of products are some of the leading companies developing?
- How do consumers view private label products, and how have those views changed in recent years?
- To what degree do consumers view the quality of private label products compared to national brands?
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