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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Weak economy and improved quality of offerings drive growth
                          • Innovation and value drive strong performance at some retailers
                            • Private label strongest in staples
                              • Many unable to differentiate between private label and national brands
                                • Overall, most feel that private label quality is equal to national brand
                                  • Private labels increasing share of market
                                    • Baking, bread and bakery
                                      • Cheese, dairy and eggs
                                        • Canned foods
                                          • Fish and meat
                                            • Jams, jellies and refrigerated spreads
                                              • Oils, dressing and condiments
                                                • Frozen foods and frozen desserts
                                                  • Rice, pasta, snacks, chips and nuts
                                                    • Drinks
                                                    • Insights and Opportunities

                                                      • Offer in-store samples to demonstrate quality of private label products
                                                        • Provide ways for customers to engage with the product
                                                          • Provide products that help consumers achieve healthy living goals
                                                            • Figure 1: Eating healthier than last year, by household income, October 2010
                                                          • Provide recipes that include private label products to entice home chefs
                                                            • Figure 2: Cooking more at home than last year, by household income, October 2010
                                                            • Figure 3: Consumer Price Index for key consumer markets, June 2008-10
                                                          • Highlight a money back guarantee on private label purchases
                                                          • Inspire Insights

                                                              • Trend: Experience is All
                                                              • Market Size and Trends

                                                                • Sales growth accelerates in response to recession
                                                                  • Figure 4: FDMx private label food and drink sales and forecast, at current prices, 2005-15
                                                                  • Figure 5: FDMx private label food and drink sales and forecast, at inflation-adjusted prices, 2005-15
                                                                • Fan-chart forecast
                                                                    • Figure 6: FDMx private label food and drink sales and forecast at current prices, (2005-15) with worst and best cases
                                                                  • Bakery and dairy lag other sectors in PL growth
                                                                    • Figure 7: FDMx sales of private label food and drink, by category, 2004-10
                                                                    • Figure 8: Year-over-year change in FDMx sales of private label, by category, 2004-10
                                                                    • Figure 9: Indexed growth of FDMx sales of private label food and drink, by category, 2004-10
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Macroeconomic conditions contribute to demand for private label options
                                                                      • Figure 10: Unemployment and underemployment rate in the U.S., January 2007-November 2010
                                                                      • Figure 11: Median household income in inflation-adjusted dollars, 1999-2009
                                                                      • Figure 12: Spending more time looking for sales and bargains than last year, by household income, October 2010
                                                                    • Confidence wanes; most spending more time looking for bargains
                                                                      • Figure 13: Consumer Sentiment, January 2007-October 2010
                                                                    • Healthy living trend driving performance of some private labels
                                                                      • Figure 14: Incidence of presently watching/controlling diet, May 2004-March 2009
                                                                      • Figure 15: Attributes diet-watchers look for in food, 2006 and 2009
                                                                    • Private label products often seen as comparable to national brands
                                                                    • Marketing Strategies

                                                                      • Key points
                                                                        • Overview
                                                                          • Summary of in-store observations
                                                                            • Safeway: SELECT
                                                                              • Social media
                                                                                • Television
                                                                                  • Figure 16: Safeway Thanksgiving television ad, 2010
                                                                                • Circulars
                                                                                  • Figure 17: Safeway circular ad, meat, 2010
                                                                                  • Figure 18: Safeway circular ad, bakery, 2010
                                                                                  • Figure 19: Safeway circular ad, SELECT prepared meals, 2010
                                                                                  • Figure 20: Safeway circular ad, SELECT chocolate bars, 2010
                                                                                • Target: Archer Farms
                                                                                  • Customer quotes from target.com
                                                                                    • Television
                                                                                      • Figure 21: Target television ad, 2010
                                                                                      • Figure 22: Target television ad, 2010
                                                                                    • Whole Foods: 365 Everyday Value
                                                                                      • Customer quotes from wholefoodsmarket.com
                                                                                        • Kmart: Smart Sense
                                                                                          • Kmart solicits customer feedback
                                                                                          • Leading Companies — Who’s Getting It Right?

                                                                                            • Key points
                                                                                              • Combination of innovative premium and value-oriented labels drive growth
                                                                                                • Safeway: SELECT
                                                                                                  • Whole Foods: 365 Everyday Value
                                                                                                    • Trader Joe’s
                                                                                                      • Costco: Kirkland Signature
                                                                                                        • Private label activity
                                                                                                          • Costco on Facebook
                                                                                                            • Target: Archer Farms
                                                                                                              • Walmart: Great Value
                                                                                                                • Supervalu: Shopper’s Value
                                                                                                                • Consumer Likelihood of Buying Private Label Products

                                                                                                                  • Key points
                                                                                                                    • Many purchase private label bread, dairy and packaged meal elements
                                                                                                                        • Figure 23: Likelihood of buying store brands, by food category, September 2010
                                                                                                                        • Figure 24: Likelihood of buying store brands, by drink type, September 2010
                                                                                                                      • Private label purchase incidence compared to last year
                                                                                                                          • Figure 25: Private label purchase incidence compared to last year, by product category, September 2010
                                                                                                                      • Baking, Bread and Bakery

                                                                                                                        • Key points
                                                                                                                          • Products baked on premises among most popular private label products
                                                                                                                            • Figure 26: Incidence of household use of name brand vs. store brand, baking, bread and bakery, April 2009-June 2010
                                                                                                                            • Figure 27: Trends in household use of store brand baking, bread and bakery, 2003-10
                                                                                                                          • Sales of sweeteners skyrocketed between 2005 and 2010
                                                                                                                            • Figure 28: FDMx sales of baking, bread and bakery, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                          • The demographics of buying store brand baking, bread and bakery
                                                                                                                            • Figure 29: Incidence of usually buying store brand baking, bread and bakery, by household income, September 2010
                                                                                                                          • Flavored oatmeal becoming more common; Family Dollar going gourmet
                                                                                                                          • Cheese, Dairy and Eggs

                                                                                                                            • Key points
                                                                                                                              • Majority show preference for private label eggs
                                                                                                                                • Figure 30: Incidence of household use of name brand vs store brand, cheese, dairy and eggs, April 2009-June 2010
                                                                                                                              • Increased usage of private label cheese drives significant sales gains
                                                                                                                                • Figure 31: Trends in household use of store brand cheese, dairy and eggs, 2003-10
                                                                                                                                • Figure 32: FDMx sales of cheese, dairy and eggs, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                              • The demographics of buying store brand cheese and other dairy
                                                                                                                                • Figure 33: Incidence of usually buying store brand cheese and other dairy, by age, September 2010
                                                                                                                                • Figure 34: Incidence of usually buying store brand cheese and other dairy, by household income, September 2010
                                                                                                                              • Variety of new dairy products coming online
                                                                                                                              • Canned Foods

                                                                                                                                • Key points
                                                                                                                                  • Many still hesitant to use private label canned products
                                                                                                                                    • Figure 35: Incidence of household use of name brand vs store brand, canned foods, April 2009-June 2010
                                                                                                                                  • Increased use of canned tomatoes and broth reflects cooking trend, drives sales
                                                                                                                                    • Figure 36: Trends in household use of store brand canned foods, 2003-10
                                                                                                                                    • Figure 37: FDMx sales of canned foods, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                  • Demographics of private label soup, packaged fruit and vegetable users
                                                                                                                                    • Figure 38: Incidence of usually buying store brand soup, packaged fruit and vegetables, by key demographics, September 2010
                                                                                                                                  • More premium soups with aseptic packaging
                                                                                                                                  • Fish and Meat

                                                                                                                                    • Key points
                                                                                                                                      • Private label meat and seafood sales are rising
                                                                                                                                        • Figure 39: Incidence of household use of name brand vs store brand, fish and meat, April 2009-June 2010
                                                                                                                                      • Private label seafood sales on the rise as sales of frankfurters decline
                                                                                                                                        • Figure 40: FDMx sales of fish and meat, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                      • Few significant differences between demographic segments
                                                                                                                                        • Figure 41: Incidence of usually buying store brand fish, meat and poultry, by key demographics, September 2010
                                                                                                                                      • Value-priced premium options becoming more common
                                                                                                                                      • Jams, Jellies and Refrigerated Spreads

                                                                                                                                        • Key point
                                                                                                                                          • Consumers stick with name brand peanut butter, even during recession
                                                                                                                                            • Figure 42: Incidence of household use of name brand vs store brand, jams, jellies and refrigerated spreads, April 2009-June 2010
                                                                                                                                            • Figure 43: Trends in household use of store brand jams, jellies and refrigerated spreads, 2003-2010
                                                                                                                                            • Figure 44: FDMx sales of jams, jellies and refrigerated spreads, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                          • Lower income and older consumers more likely to buy private label
                                                                                                                                            • Figure 45: Incidence of usually buying store brand peanut butter, jams, jellies and preserves, by key demographics, September 2010
                                                                                                                                          • More standard and premium options introduced in 2010
                                                                                                                                          • Oils, Dressing and Condiments

                                                                                                                                            • Key points
                                                                                                                                              • Though brand name ketchup use quite high, many use store brands
                                                                                                                                                • Figure 46: Incidence of household use of name brand vs store brand, oils, dressing and condiments, April 2009-June 2010
                                                                                                                                              • Most consumers remained loyal to brand names during recession
                                                                                                                                                • Figure 47: Incidence of usually buying store brand mayonnaise and dressing, by key demographics, September 2010
                                                                                                                                              • FDMx sales growth driven by cooking trend
                                                                                                                                                • Figure 48: Trends in household use of store brand oils, dressing and condiments, 2003-2010
                                                                                                                                                • Figure 49: FDMx sales of oils, dressing and condiments, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                              • New products designed for those making inexpensive meals at home
                                                                                                                                              • Frozen Foods and Frozen Desserts

                                                                                                                                                • Key points
                                                                                                                                                  • Ice cream and frozen vegetables popular private label frozen foods
                                                                                                                                                    • Figure 50: Incidence of household use of name brand vs. store brand, frozen foods and desserts, April 2009-June 2010
                                                                                                                                                    • Figure 51: FDMx sales of frozen foods and frozen desserts, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                                  • Low income households key for PL frozen
                                                                                                                                                    • Figure 52: Incidence of usually buying store brand frozen foods and desserts, by household income, September 2010
                                                                                                                                                  • More premium and ethnic SKUs come online in 2009 and 2010
                                                                                                                                                  • Rice, Pasta, Snacks, Chips and Nuts

                                                                                                                                                    • Key points
                                                                                                                                                      • One in four buy private label pasta
                                                                                                                                                        • Figure 53: Incidence of household use of name brand vs store brand, rice, pasta, snacks, chips and nuts, April 2009-June 2010
                                                                                                                                                      • Staples used to cook meals at home drive category growth
                                                                                                                                                        • Figure 54: Trends in household use of store brand rice, pasta, snacks, chips and nuts, 2003-10
                                                                                                                                                        • Figure 55: FDMx sales of rice, pasta, snacks, chips and nuts, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                                      • Private label appeals most to households with incomes below $50K
                                                                                                                                                        • Figure 56: Incidence of usually buying store brand rice, pasta, snacks, chips and nuts, by household income, September 2010
                                                                                                                                                      • Retailers introduced more enriched pasta and premium snacks in 2010
                                                                                                                                                      • Drinks

                                                                                                                                                        • Key points
                                                                                                                                                          • Drinks among the least popular private label category
                                                                                                                                                            • Figure 57: Incidence of household use of name brand vs. store brand, drinks, April 2009-June 2010
                                                                                                                                                          • BFY options could drive sales growth
                                                                                                                                                            • Figure 58: FDMx sales of drinks, by private label and national brand, with share and growth of private label share, 2010*
                                                                                                                                                          • Private label drinks most popular with low and middle income shoppers
                                                                                                                                                            • Figure 59: Incidence of usually buying store brand drinks, by household income, September 2010
                                                                                                                                                          • Most private label drinks appear value-oriented, non-premium
                                                                                                                                                          • Ability to Identify Private Label and Name Brands

                                                                                                                                                            • Key point
                                                                                                                                                              • Most are unsure whether private labels are store brands or national brands
                                                                                                                                                                • Figure 60: Ability to identify store vs. name brands, September 2010
                                                                                                                                                              • Higher income consumers more familiar with brand types
                                                                                                                                                                • Figure 61: Identification of store brands as store brand/name brand, by household income, September 2010
                                                                                                                                                                • Figure 62: Identification of name brands as store brand/name brand, by household income, September 2010
                                                                                                                                                            • Attitudes and Beliefs Regarding Store Brands

                                                                                                                                                              • Key points
                                                                                                                                                                • Consumers generally view private label and national brands as equals
                                                                                                                                                                  • Figure 63: Perceptions of quality, store brand vs. name brand, by product category, September 2010
                                                                                                                                                                • 55+ segment most likely to hold favorable attitudes toward private label
                                                                                                                                                                  • Figure 64: Attitudes and beliefs regarding store brands, by age, September 2010
                                                                                                                                                                • Affluents generally favorable towards private labels
                                                                                                                                                                  • Figure 65: Attitudes and beliefs regarding store brands, by household income, September 2010
                                                                                                                                                                • Most open to trying new products
                                                                                                                                                                  • Figure 66: Influencers of and interest in new products, by age, September 2010
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Moderate Users
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Brandies
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Proclaimers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 67: Private label clusters, September 2010
                                                                                                                                                                                            • Figure 68: Attitudes and beliefs regarding store brands, by private label clusters, September 2010
                                                                                                                                                                                            • Figure 69: Perceptions of quality, store brand vs name brand, consider name brand as better quality, by product category, by private label clusters, September 2010
                                                                                                                                                                                            • Figure 70: Perceptions of quality, store brand vs name brand, consider no difference between name brand and private label, by product category, by private label clusters, September 2010
                                                                                                                                                                                            • Figure 71: Influencers of and interest in new products, by private label clusters, September 2010
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 72: Private label clusters, by gender, September 2010
                                                                                                                                                                                            • Figure 73: Private label clusters, by age, September 2010
                                                                                                                                                                                            • Figure 74: Private label clusters, by household income, September 2010
                                                                                                                                                                                            • Figure 75: Private label clusters, by race/Hispanic origin, September 2010
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Appendix: Additional Consumer Tables

                                                                                                                                                                                              • Gender
                                                                                                                                                                                                • Figure 76: Identification of store brands as store brand/name brand, by gender, September 2010
                                                                                                                                                                                                • Figure 77: Attitudes and beliefs regarding store brands, by gender, September 2010
                                                                                                                                                                                                • Figure 78: Influencers of and interest in new products, by gender, September 2010
                                                                                                                                                                                              • Age
                                                                                                                                                                                                • Figure 79: Incidence of usually buying store brand baking, bread and bakery, by age, September 2010
                                                                                                                                                                                                • Figure 80: Incidence of usually buying store brand frozen foods and desserts, by age, September 2010
                                                                                                                                                                                                • Figure 81: Incidence of usually buying store brand rice, pasta, snacks, chips and nuts, by age, September 2010
                                                                                                                                                                                                • Figure 82: Incidence of usually buying store brand drinks, by age, September 2010
                                                                                                                                                                                                • Figure 83: Identification of name brands as store brand/name brand, by age, September 2010
                                                                                                                                                                                                • Figure 84: Identification of store brands as store brand/name brand, by age, September 2010
                                                                                                                                                                                              • Household income
                                                                                                                                                                                                • Figure 85: Influencers of and interest in new products, by household income, September 2010
                                                                                                                                                                                              • Race and Hispanic origin
                                                                                                                                                                                                • Figure 86: Attitudes and beliefs regarding store brands, by race/Hispanic origin, September 2010
                                                                                                                                                                                                • Figure 87: Influencers of and interest in new products, by race/Hispanic origin, September 2010
                                                                                                                                                                                              • Region
                                                                                                                                                                                                • Figure 88: Incidence of usually buying store brand baking, bread and bakery, by region and urban status, September 2010
                                                                                                                                                                                                • Figure 89: Incidence of usually buying store brand cheese and other dairy, by region and urban status, September 2010
                                                                                                                                                                                                • Figure 90: Incidence of usually buying store brand frozen foods and desserts, by region and urban status, September 2010
                                                                                                                                                                                                • Figure 91: Incidence of usually buying store brand rice, pasta, snacks, chips and nuts, by region and urban status, September 2010
                                                                                                                                                                                                • Figure 92: Incidence of usually buying store brand drinks, by region and urban status, September 2010
                                                                                                                                                                                                • Figure 93: Attitudes and beliefs regarding store brands, by region, September 2010
                                                                                                                                                                                              • Presence of children
                                                                                                                                                                                                • Figure 94: Incidence of usually buying store brand cheese and other dairy, by gender and presence of children, September 2010
                                                                                                                                                                                                • Figure 95: Incidence of usually buying store brand frozen foods and desserts, by gender and presence of children, September 2010
                                                                                                                                                                                                • Figure 96: Incidence of usually buying store brand rice, pasta, snacks, chips and nuts, by gender and presence of children, September 2010
                                                                                                                                                                                                • Figure 97: Incidence of usually buying store brand drinks, by gender and presence of children, September 2010
                                                                                                                                                                                                • Figure 98: Identification of store brands as store brand/name brand, by presence and number of children, September 2010
                                                                                                                                                                                                • Figure 99: Identification of name brands as store brand/name brand, by presence and number of children, September 2010
                                                                                                                                                                                                • Figure 100: Attitudes and beliefs regarding store brands, by presence and number of children, September 2010
                                                                                                                                                                                                • Figure 101: Influencers of and interest in new products, by number and presence of children, September 2010
                                                                                                                                                                                              • Purchase of private label personal care and household products
                                                                                                                                                                                                • Figure 102: Likelihood of buying store brands, by personal care category, September 2010
                                                                                                                                                                                                • Figure 103: Likelihood of buying store brands, by household goods category, September 2010
                                                                                                                                                                                            • Appendix: FDMx Category Sales Forecast

                                                                                                                                                                                                • Bakery
                                                                                                                                                                                                  • Figure 104: FDMx private label bakery sales, at current prices, 2005-15
                                                                                                                                                                                                  • Figure 105: FDMx private label bakery sales, at inflation-adjusted prices, 2005-15
                                                                                                                                                                                                • Dairy
                                                                                                                                                                                                  • Figure 106: FDMx private label dairy sales, at current prices, 2005-15
                                                                                                                                                                                                  • Figure 107: FDMx private label dairy sales, at inflation-adjusted prices, 2005-15
                                                                                                                                                                                                • Deli
                                                                                                                                                                                                  • Figure 108: FDMx private label deli sales, at current prices, 2005-15
                                                                                                                                                                                                  • Figure 109: FDMx private label deli sales, at inflation-adjusted prices, 2005-15
                                                                                                                                                                                                • Edible
                                                                                                                                                                                                  • Figure 110: FDMx private label edible sales, at current prices, 2005-15
                                                                                                                                                                                                  • Figure 111: FDMx private label edible sales, at inflation-adjusted prices, 2005-15
                                                                                                                                                                                                • Frozen
                                                                                                                                                                                                  • Figure 112: FDMx private label frozen sales, at current prices, 2005-15
                                                                                                                                                                                                  • Figure 113: FDMx private label frozen sales, at inflation-adjusted prices, 2005-15
                                                                                                                                                                                              • Appendix: Additional FDMx Sales Estimates

                                                                                                                                                                                                  • Baking, bread and bakery
                                                                                                                                                                                                    • Figure 114: FDMx sales of baking, bread and bakery, 2005-10*
                                                                                                                                                                                                    • Figure 115: FDMx sales of private label baking, bread and bakery, 2005-10*
                                                                                                                                                                                                  • Cheese, dairy and eggs
                                                                                                                                                                                                    • Figure 116: FDMx sales of cheese, dairy and eggs, 2005-10*
                                                                                                                                                                                                    • Figure 117: FDMx sales of private label cheese, dairy and eggs, 2005-10*
                                                                                                                                                                                                  • Canned foods
                                                                                                                                                                                                    • Figure 118: FDMx sales of canned foods, 2005-10*
                                                                                                                                                                                                    • Figure 119: FDMx sales of private label canned foods, 2005-10
                                                                                                                                                                                                  • Fish and meat
                                                                                                                                                                                                    • Figure 120: FDMx sales of fish and meat, 2005-10*
                                                                                                                                                                                                    • Figure 121: FDMx sales of private label fish and meat, 2005-10*
                                                                                                                                                                                                  • Jams, jellies and refrigerated spreads
                                                                                                                                                                                                    • Figure 122: FDMx sales of jams, jellies and refrigerated spreads, 2005-10*
                                                                                                                                                                                                    • Figure 123: FDMx sales of private label jams, jellies and refrigerated spreads, 2005-10*
                                                                                                                                                                                                  • Oils, dressing and condiments
                                                                                                                                                                                                    • Figure 124: FDMx sales of oils, dressing and condiments 2005-10*
                                                                                                                                                                                                    • Figure 125: FDMx sales of private label oils, dressing and condiments 2005-10*
                                                                                                                                                                                                  • Frozen foods and frozen desserts
                                                                                                                                                                                                    • Figure 126: FDMx sales of frozen foods and frozen desserts, 2005-10*
                                                                                                                                                                                                    • Figure 127: FDMx sales of private label frozen foods and frozen desserts, 2005-10*
                                                                                                                                                                                                  • Rice, pasta, snacks, chips and nuts
                                                                                                                                                                                                    • Figure 128: FDMx sales of rice, pasta, snacks, chips and nuts, 2005-10*
                                                                                                                                                                                                    • Figure 129: FDMx sales of private label rice, pasta, snacks, chips and nuts, 2005-10*
                                                                                                                                                                                                  • Drinks
                                                                                                                                                                                                    • Figure 130: FDMx sales of drinks, 2005-10*
                                                                                                                                                                                                    • Figure 131: FDMx sales of private label drinks, 2005-10*
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Albertsons Inc.
                                                                                                                                                                                                  • American Heart Association, Inc.
                                                                                                                                                                                                  • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                  • Food Marketing Institute
                                                                                                                                                                                                  • Food Products Association
                                                                                                                                                                                                  • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                  • Groupe Danone
                                                                                                                                                                                                  • HJ Heinz Company
                                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                                  • Perdue Farms Incorporated
                                                                                                                                                                                                  • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                  • Safeway Inc
                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                                  • The Kroger Co.
                                                                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Wegmans Food Markets, Inc
                                                                                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                                                                                  • Wm. Bolthouse Farms Inc.

                                                                                                                                                                                                  The Private Label Food and Drink Consumer - US - December 2010

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