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- US Private Label Food and Drink Market Report 2022
This report provides comprehensive and current information and analysis of the US Private Label Food and Drink market including US Private Label Food and Drink market size, Private Label Food and Drink companies, anticipated market forecast, relevant market segmentation, and industry trends for the Private Label Food and Drink market in the US.
Current market landscape
Accelerating inflation and the continuing impact of the COVID-19 pandemic combined to keep private label food and drink sales elevated in 2021. Private label, however, hasn’t quite kept pace with the overall retail food and drink market during the pandemic and saw market share slip in 2020 and 2021. While sharply rising food and drink prices in 2022 will compel more consumers to consider private label as a way to stretch their food dollars, it’s the improvement that retailers are making in private label quality and selection that will help to drive growth in the long run.
Future market trends in US Private Label Food and Drink
Grocery retailers have an opportunity to leverage private label to appeal to a new generation of shoppers somewhat less reliant on price comparisons and more interested in products that cater to their culinary and dietary preferences.
While relatively few shoppers say they are purchasing store brands less often than a year ago, almost half of those who do report cutting back say they are doing so because they prefer the taste of name brands, a reminder that taste remains an essential factor in food and drink purchases.
Read on to discover more about the US Private Label Food and Drink consumer market, read our US What/How America Eats Market Report 2022, or take a look at our other Food research reports.
Quickly understand private label food and drink products
- Private label food and drink sales and share and trends.
- Market factors impacting private label food and drink’s growth potential.
- Consumer attitudes and behaviors toward private label food and drink.
- Top competitors and innovators.
Covered in this US foods private label report
Brands include: H-E-B, Market District, Private Selection, Mama Cozzi’s, Good & Gather, Aplenty.
The food segment includes: Shelf-stable, Refrigerated, Frozen.
The beverage segment includes: Milk, non-dairy drinks and yogurt drinks, Tea and coffee, Juice and juice drinks, Sports, nutritional and performance drinks, Alcoholic beverages and cocktail mixes, Carbonated beverages (soda), Energy drinks, Bottled water, Drink mixes and drink enhancers.
Expert analysis from a specialist in the private label food and drink market
This report, written by John Owen, a leading analyst in the Food and Retail sector, delivers in-depth commentary and analysis on private label food and drink market research to highlight current trends and add expert context to the numbers.
While private label food and drink lost market share in 2020 and 2021 amid the disruption of the pandemic, it is likely to regain momentum in 2022 as spiking inflation makes the savings of store brands more compelling. The full potential of private label, however, revolves around more than just dollars and cents. For grocery retailers, store brands may represent a key opportunity to meet evolving needs and forge deeper relationships with shoppers.
John Owen
Associate Director, Food and Retail
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Total US multi-outlet sales and fan chart forecast of private label food and drink, at current prices, 2016-26
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Price comparisons are key, but store brand products must also deliver a positive experience
- Figure 3: Select private label shopping behaviors, 2021
- Private label investments pay off in improved perceptions, raising the bar further for retailers
- Figure 4: Attitudes toward private label food and drink – Quality perceptions, 2021
- Appealing to a new generation of store brand purchasers with differentiated lines
- Figure 5: Interest in select private label concepts, by age, 2021
- Key consumer insights
- Store brands strongest in perimeter and in more commoditized categories
- Private label opportunities by category vary from retailer to retailer
- Younger shoppers less reliant on price comparisons
- Food price concerns and quality perceptions motivate more store brand purchases
- Taste a key factor in cutting back on store brands
- Shoppers see store brands as a way to manage inflation
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Market Size and Forecast
- Private label sales remain elevated, but share slips in pandemic
- Figure 6: Total US multi-outlet sales and fan chart forecast of private label food and drink, at current prices, 2016-26
- Figure 7: Total US multi-outlet sales and forecast of private label food and drink, at current prices, 2016-26
- Figure 8: Private label share of total US multi-outlet sales of private label food and drink, 2016-21
- Private label sales remain elevated, but share slips in pandemic
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Segment Performance
- Food dominates total private label food and drink sales
- Figure 9: Total US multi-outlet sales of private label food and drink, by segment, at current prices, 2016-21
- Figure 10: Share of total US multi-outlet sales of private label food and drink, by segment, 2016-21
- Refrigerated and frozen food offer opportunities for differentiation and growth
- Figure 11: Share of total US multi-outlet sales of private label food, by subsegment, 2016-21
- Milk and soft drinks account for bulk of private label drink sales
- Figure 12: Share of total US multi-outlet sales of private label drink, by subsegment, 2016-21
- Long-term private label share trend favors other channels
- Figure 13: Share total US multi-outlet sales of private label food and drink, by channel, 2016-21
- Figure 14: Total US multi-outlet sales of private label food and drink, by channel, at current prices, 2016-21
- Food dominates total private label food and drink sales
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Market Factors
- Inflation puts private label in spotlight
- Figure 15: Consumer Price Index change from previous year, 2020-22
- Price increases across food and drink categories
- Figure 16: Changes in Consumer Price Indexes for food, 2019-22
- Consumers feel the personal impact of accelerating inflation…
- Figure 17: Financial health, 2021-22
- …but may be still eager to return to pre-pandemic activities
- Figure 18: Comfort level with activities, 2021-22
- Inflation puts private label in spotlight
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Competitive Strategies and Market Opportunities
- Refrigerator case combines freshness and convenience
- Figure 19: Refrigerated product examples
- Figure 20: Aldi refrigerated pizza examples
- Clean-label claims evolve from premium to mainstream
- Figure 21: Incidence of select packaging claims on private label food and drink launches, 2016-2021
- Target Good & Gather
- Figure 22: Target Good & Gather product examples
- Figure 23: Incidence of select packaging claims on Target Good & gather food and drink launches, 2019-22
- Amazon Aplenty
- Figure 24: Amazon Aplenty product examples
- Refrigerator case combines freshness and convenience
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The Private Label Consumer – Fast Facts
- A new generation of shoppers, less tied to national brands
- Price comparisons are key, but store-brand products must also deliver a positive experience
- Younger shoppers gravitate to differentiated concepts
- Opportunity for store brands cuts across income levels
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Brand Preference by Category
- Store brands strongest in perimeter and in more commoditized categories
- Figure 25: Brand preference by category, 2021
- Young shoppers more open to store brands in big CPG categories
- Figure 26: Brand preference by category – Prefer store brand or no preference, by age, 2021
- Lower-income shoppers less tied to national brands
- Figure 27: Brand preference by category – Prefer store brand or no preference, by household income, 2021
- Private label opportunities by category vary from retailer to retailer
- Figure 28: Brand preference by category – Prefer store brand or no preference, by primary food and drink retailer, 2021
- Store brands strongest in perimeter and in more commoditized categories
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Private Label Shopping Behaviors
- Price comparisons are key, but product must still deliver
- Figure 29: Private label shopping behaviors, 2021
- Younger shoppers less reliant on price comparisons
- Figure 30: Private label shopping behaviors, 2021
- Price comparisons are key, but product must still deliver
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Reason for Changes in Private Label Purchase
- Increase in reported purchase frequency reflects positive view of store brands
- Figure 31: Change in private label food and drink purchase frequency, by age, 2021
- Price concerns and quality perceptions motivate more store brand purchases
- Figure 32: Reasons for purchasing store brands more frequently, by age, 2021
- Taste a key factor in cutting back on store brands
- Figure 33: Reasons for purchasing store brands less frequently, 2021
- Increase in reported purchase frequency reflects positive view of store brands
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Interest in Private Label Concepts
- Saving money remains the primary motivation for store brands
- Figure 34: Interest in private label concepts, 2021
- Younger shoppers gravitate to differentiated concepts
- Figure 35: Interest in private label concepts, by age, 2021
- Saving money remains the primary motivation for store brands
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Attitudes toward Private Label Food and Drink
- Shoppers see store brands as a way to manage inflation
- Retailers’ private label investments pay off in improved perceptions
- Figure 36: Attitudes toward private label food and drink, 2021
- Opportunity for store brands cuts across income levels
- Figure 37: Attitudes toward private label food and drink, by household income, 2021
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
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- Figure 38: Total US multi-outlet sales and forecast of private label food and drink, at inflation-adjusted prices, 2016-26
- Figure 39: Total US multi-outlet sales and forecast of private label food, at current prices, 2016-26
- Figure 40: Total US multi-outlet sales and forecast of private label food, at inflation-adjusted prices, 2016-26
- Figure 41: Total US multi-outlet sales and forecast of private label drink, at current prices, 2016-26
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- Figure 42: Total US multi-outlet sales and forecast of private label drink, at inflation-adjusted prices, 2016-26
- Figure 43: US multi-outlet total and private label food and drink sales, and private label share, at current prices, 2016-21
- Figure 44: US multi-outlet total and private label food sales, and private label share of total, at current prices, 2016-21
- Figure 45: US multi-outlet total and private label drink sales, and private label share of total, at current prices, 2016-21
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- Figure 46: Total US multi-outlet and private label drink sales, and private label share, by category, at current prices, 2016-21
- Figure 47: Total US multi-outlet sales of private label food and drink, by channel, at current prices, 2016-21
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