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Private Label Food and Drink Trends - US - January 2018

"Sales of private label food and beverages have risen only modestly in recent years, roughly keeping pace with sales of food and beverages overall. The pace of growth, however, could pick up in coming years as retailers look to their store brands to strengthen their value propositions amid intensifying competition. For their part, food shoppers hold generally positive views of store brands and could be encouraged to purchase more."
- John Owen, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Private label sales and share tick up in 2017 but flat in the long run
  • Private label purchase higher in more commoditized categories
  • Generally positive views of store brands, but relatively little conviction

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Private label sales and share tick up in 2017 but flat in the long run
            • Figure 1: Multi-outlet sales and fan chart forecast of private label food and beverages, at current prices, 2012-22
          • Private label purchase higher in more commoditized categories
            • Figure 2: Private label categories purchased, October 2017
          • Generally positive views of store brands, but relatively little conviction
            • Figure 3: Attitudes toward private label, October 2017
          • The opportunities
            • Cost is important but so are taste and freshness
              • Figure 4: Food shopping priorities, October 2017
            • Younger shoppers interested in differentiated concepts
              • Figure 5: Private label concepts, by age, October 2017
            • Opportunities for growth lie beyond price comparisons
              • Figure 6: Shopping behaviors, by food shopping priority groups, October 2017
            • What it means
            • The Market – What You Need to Know

              • Private label sales and share tick up in 2017 but flat in the long run
                • Food accounts for bulk of private label food and beverage sales
                • Market Size and Forecast

                  • Private label sales and share tick up in 2017 but flat in the long run
                    • Figure 7: Private label share of multi-outlet food and beverages sales, 2012-17
                    • Figure 8: Multi-outlet sales and fan chart forecast of private label food and beverages, at current prices, 2012-22
                    • Figure 9: Multi-outlet sales and forecast of private label food and beverages, at current prices, 2012-22
                • Market Breakdown

                  • Food accounts for bulk of private label food and beverage sales
                    • Figure 10: Multi-outlet share of private label food and beverages, by segment, 2017
                    • Figure 11: Private label share of total multi-outlet food and beverage sales, by segment, 2012-17
                    • Figure 12: Total US sales of private label food and beverages, by segment, at current prices, 2012-17
                  • Private label in other channels outpaces supermarket store brands
                    • Figure 13: Multi-outlet retail sales of private label food and beverages, by channel, at current prices, 2015 and 2017
                    • Figure 14: Private label share of food and beverage sales, by channel, 2012-17
                • Market Perspective

                  • Intensified competition from new private-label-centric sellers
                    • Amazon/Whole Foods
                      • Lidl/Aldi
                        • Store brands face some of the same pressures as major national brands
                        • Market Factors

                          • Private label share stalls amid rising consumer confidence and stable prices
                            • Figure 15: Consumer Sentiment Index, January 2007-December 2017
                          • Childless households continue to rise
                            • Figure 16: Households, by presence of related children, 2006-16
                          • A diverse population creates diverse shopping needs
                            • Figure 17: Population by race and Hispanic origin, 2012-22
                        • Key Players – What You Need to Know

                          • Growing categories provide platform for private label gains
                            • Private label share shrinks in declining categories
                              • Reimagining the shopping experience as simpler, more streamlined
                              • What’s Working?

                                • Single-serve coffee
                                  • Fresh cut salad
                                    • Bottled water
                                      • H-E-B celebrates Texas
                                      • What’s Struggling?

                                        • Ready-to-eat cereal
                                          • Private label carbonated beverages
                                          • What’s Next?

                                            • Reimagining the shopping experience as simpler, more streamlined
                                              • Meal kits continue to grow at retail
                                              • The Consumer – What You Need to Know

                                                • Private label purchase higher in more commoditized categories
                                                  • Supermarkets, mass merchants most common channels for store brands
                                                    • Younger shoppers interested in differentiated concepts
                                                      • Generally positive views of store brands, but relatively little conviction
                                                      • Private Label Purchase

                                                        • Private label purchase higher in more commoditized categories
                                                          • Figure 18: Private label categories purchased, October 2017
                                                        • Younger shoppers more likely to rely on store brands
                                                          • Figure 19: Private label categories purchased – All or most of the time, by age, October 2017
                                                        • Private label purchase highest at lower income levels
                                                          • Figure 20: Private label categories purchased – All or most of the time, by household income, October 2017
                                                        • For Hispanic shoppers, opportunity to make store brands part of the experience
                                                          • Figure 21: Private label categories purchased – All or most of the time, by race/Hispanic origin, October 2017
                                                      • Retailers for Private Label Purchases

                                                        • Supermarkets, mass merchants most common channels for store brands
                                                          • Figure 22: Retailers for private label purchases, October 2017
                                                        • Diversity of needs leads younger shoppers to a wider array of stores
                                                          • Figure 23: Retailers for private label purchases, by age, October 2017
                                                      • Interest in Private Label Concepts

                                                        • National brand equivalency a starting point for store brands
                                                          • Figure 24: Private label concepts, October 2017
                                                        • Younger shoppers interested in differentiated concepts
                                                          • Figure 25: Private label concepts, by age, October 2017
                                                      • Food Shopping Priorities

                                                        • Cost is important but so are taste and freshness
                                                          • Figure 26: Food shopping priorities, October 2017
                                                        • Younger shoppers more likely to prioritize price
                                                          • Figure 27: Food shopping priorities – Top priority, by age, October 2017
                                                      • Shopping Behaviors

                                                        • Price comparisons remain a foundation, but opportunities for growth lie beyond
                                                          • Figure 28: Shopping behaviors, by food shopping priority groups, October 2017
                                                      • Attitudes toward Private Label

                                                        • Generally positive views of store brands, but relatively little conviction
                                                          • Figure 29: Attitudes toward private label, October 2017
                                                        • Reinforcement loop: heaviest users more likely to hold positive views
                                                          • Figure 30: Attitudes toward private label, by repertoire of private label categories purchased, October 2017
                                                        • In their words: conditional approval
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – The Market

                                                                            • Figure 31: Total US sales and forecast of private label food and beverages, at inflation-adjusted prices, 2012-22
                                                                            • Figure 32: Total US sales and forecast of private label food, current prices, 2012-22
                                                                            • Figure 33: Total US sales and forecast of private label food, inflation-adjusted prices, 2012-22
                                                                            • Figure 34: Total US sales and forecast of private label beverages, current prices, 2012-22
                                                                            • Figure 35: Total US sales and forecast of private label beverages, inflation-adjusted prices, 2012-22

                                                                        Private Label Food and Drink Trends - US - January 2018

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