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US Private Label Food and Drink Trends market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Private Label Food and Drink Trends market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For the purposes of this report, Mintel has used the following definitions: According to the 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.

The food segment includes private label products in the following categories:

  • Shelf-stable
  • Refrigerated
  • Frozen
  • Bakery
  • Deli

The beverage segment includes private label products in the following categories:

  • Sports, nutritional, and performance drinks
  • Milk, non-dairy drinks, and yogurt drinks
  • Alcoholic beverages and cocktail mixes
  • Drink mixes and drink enhancers
  • Carbonated beverages (soda)
  • Juice and juice drinks
  • Tea and coffee
  • Energy drinks
  • Bottled water

Key points included

  • Consumer engagement with private label in a holding pattern
  • Improved economy could signify a peak for private label, for now
  • Disposable income rise could spell trouble ahead
  • Consumers not trying new private label product

Expert analysis from a specialist in the field

Written by William Roberts Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After years of steady growth, sales of private label food and drinks may have reached their peak. Economic indicators suggest consumers are poised to increase their food/drink budgets, which will offer a challenge for value-oriented store brands. A strength for private label is fresh products – like meats, poultry, and dairy.William Roberts Jr
Senior Food & Drink Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Consumer engagement with private label in a holding pattern
            • Figure 1: Store brand purchase trend, November 2018
          • Improved economy could signify a peak for private label, for now
            • Figure 2: Total US sales and fan chart forecast of private label food and drink, at current prices, 2013-23
          • Disposable income rise could spell trouble ahead
            • Figure 3: Consumer Sentiment Index, January 2007-November 2018
            • Figure 4: Disposable personal income change from previous period, Jan 2017-Oct 2018
          • Consumers not trying new private label products
            • Figure 5: Priorities for food shopping, November 2018
          • The opportunities
            • Emphasizing, increasing awareness of store brand improvements
              • Figure 6: Reasons for increased purchase of store brand food/drinks, November 2018
            • Expanding appeal among fresh-oriented categories
              • Figure 7: Categories where store brands are preferred, November 2018
            • Potential in craft-style beer and premium alcohol
              • What it means
              • The Market – What You Need to Know

                • Private label sales may have reached peak for now
                  • Steady sales for drink, as food sales dip
                    • Improved economic outlook presents distinct challenges
                    • Market Size and Forecast

                      • Private label sales to decline
                        • Figure 8: Total US sales and fan chart forecast of private label food and drink, at current prices, 2013-23
                        • Figure 9: Total US sales and forecast of private label food and drink, at current prices, 2013-23
                    • Market Breakdown

                      • Avoidance of processed foods impacting private label sales overall
                          • Figure 10: Total US multi-outlet retail sales and forecast of private label food and drink, by segment, at current prices, 2013-23
                        • Non-supermarket store brand efforts pay off
                          • Figure 11: Total US multi-outlet sales of private label food and drink, by channel, at current prices, 2013-18
                      • Market Perspective

                        • Private label market share increases
                          • Figure 12: US multi-outlet total and private label food and drink sales, and private label share, at current prices, 2013-18
                          • Figure 13: US multi-outlet total and private label food sales, and private label share of total, at current prices, 2013-18
                          • Figure 14: US multi-outlet total and private label drink sales, and private label share of total, at current prices, 2013-18
                      • Market Factors

                        • Rising disposable income likely to shade private label sales
                          • Figure 15: Consumer Sentiment Index, January 2007-November 2018
                          • Figure 16: Disposable personal income change from previous period, Jan. 2007-Oct. 2018
                        • Shrinking household size likely to impact store brand sales longer term
                          • Figure 17: Households with own children under age 18, 1960-2017
                      • Key Players – What You Need to Know

                        • Private label successes in fresh, more-commoditized options
                          • Private label's missed opportunities in healthier alternatives
                            • Premium options, particularly in alcohol, could resonate
                            • What’s Working?

                              • Private label successes revolve around fresh
                                  • Figure 18: Health attributes sought, May 2018
                              • What’s Struggling?

                                • Natural selection – or lack thereof
                                  • Figure 19: Private label food/drink launches with natural, environmentally friendly, organic claims, 2013-18
                              • What’s Next?

                                • Premium, craft, store brand alcoholic beverages
                                    • Figure 20: Private label alcoholic beverage launches, 2018
                                • The Consumer – What You Need to Know

                                  • Nearly universal penetration, but opportunity to grow store brand share of basket
                                    • Price and quality prove key motivators
                                      • Store brand potential for natural, convenience, online retailers
                                        • Store brands' appeal in baked goods, produce
                                          • Leveraging fresh in store brand dairy, meats
                                            • National brands dominate in processed foods
                                              • Improved packaging, more natural options likely appeal
                                              • Purchase Trends

                                                • Store brand purchase almost universal
                                                  • Figure 21: Store brand purchase trend, November 2018
                                                • Younger, less-affluent are strong targets
                                                  • Figure 22: Store brand purchase trend, by consumer demographics, November 2018
                                                • Majority of Hispanic Millennials buying more store brand food/drinks
                                                  • Figure 23: Store brand purchase trend, by Hispanic origin, November 2018
                                              • Reasons for Increasing Purchase of Store Brands

                                                • Quality, budget lead reasons for increased store brand usage
                                                  • Figure 24: Reasons for increased purchase of store brand food/drinks, November 2018
                                                • Quality improvements resonating with older consumers
                                                  • Figure 25: Reasons for increased purchase of store brand food/drinks, by age, November 2018
                                              • Reasons for Buying Less or No Store Brand Food/Drinks

                                                • Taste, trust lead reasons behind name brand loyalty
                                                  • Figure 26: Reasons for less or no store brand purchase, November 2018
                                              • Store Brand Purchase Location

                                                • Store brand loyalists sticking with supermarkets, mass merchandisers
                                                  • Figure 27: Store brand purchase locations, November 2018
                                                • Multiple-store shoppers more likely to be expanding store brand usage
                                                  • Figure 28: Store brand purchase trend, by repertoire of food/drink purchase location, November 2018
                                                  • Figure 29: Store brand purchase location, by store brand purchase trend – buying more, November 2018
                                                • BFY innovation could resonate with private label loyalists
                                                  • Figure 30: Priorities for food shopping, by repertoire of food/drink purchase location, November 2018
                                              • Store Brand Opportunity by Category

                                                • Store brand loyalists most likely turn to supermarkets, mass merchandisers
                                                  • Figure 31: Store brand preferences, by purchase location, November 2018
                                                • Potential in categories where freshness resonates
                                                  • Figure 32: Categories where store brands are preferred, November 2018
                                              • Categories Where Neither Store nor Name Brands Resonate Strongly

                                                • Taking fresh to new levels
                                                  • Figure 33: Brand preference by category, November 2018
                                              • Name Brands Strongly Preferred in Certain Categories

                                                • Processed foods see name brands dominate
                                                  • Figure 34: Categories where name brands are preferred, November 2018
                                              • Priorities for Food Shopping

                                                • Quality, price improvements of interest
                                                  • Figure 35: Priorities for food shopping, November 2018
                                                • Quality, price, organic could expand a product’s appeal
                                                  • Figure 36: TURF analysis – Priorities for food shopping, November 2018
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Abbreviations
                                                          • Abbreviations
                                                          • Appendix – The Market

                                                              • Figure 37: Total US sales and forecast of market, at inflation-adjusted prices, 2013-23
                                                              • Figure 38: Total US multi-outlet retail sales and forecast of private label food and drink, by segment, at current prices, 2013-23
                                                              • Figure 39: Total US multi-outlet retail sales and forecast of private label food and drink, by segment, at current prices, 2016 and 2018
                                                              • Figure 40: Total US multi-outlet retail sales and forecast of private label food, at current prices, 2013-23
                                                              • Figure 41: Total US multi-outlet retail sales and forecast of private label food, at inflation-adjusted prices, 2013-23
                                                              • Figure 42: Total US multi-outlet retail sales and forecast of private label drink, at current prices, 2013-23
                                                              • Figure 43: Total US multi-outlet retail sales and forecast of private label drink, at inflation-adjusted prices, 2013-23
                                                              • Figure 44: Total US multi-outlet sales of private label food and drink, by channel, at current prices, 2016 and 2018
                                                              • Figure 45: US supermarket sales of private label food and drink, at current prices, 2013-18
                                                              • Figure 46: US sales of private label food and drink through other multi-outlet channels, at current prices, 2013-18
                                                          • Methodology - TURF Analysis

                                                              • Figure 47: Table – TURF analysis – Priorities for food shopping, November 2018