- /
- All Industries /
- Retail /
- Private Label /
- US Private Label Food and Drink Market Report 2023
Future-proof your business with Mintel’s US Private Label Food and Drink Market Report. Inside the full report, you’ll be provided with consumer-led market intelligence that outlines the trends and behaviors affecting your industry, alongside data-driven recommendations that help you to benchmark and align your strategy with other private-label food and drink market professionals. Below, we’ve handpicked some key insights from the full report.
Our Report Provides Key Insights On
- Private label food and drink sales 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 in the private-label market.
Private Label Food and Drink – Market Overview
Private label’s share of total food and drink sales jumped in 2022, propelled by rising grocery prices. The long-term outlook is also positive, as a new generation of shoppers who are less brand-loyal emerge.
Private label market size: Total US multi-outlet sales of private label food and drink increased by 15.5% in 2022.
Private label market share: Private label’s share of total food and drink sales rose to 19.2%, increasing by nearly a full percentage point.
US Private Label Industry – What’s Next?
Positive experiences with private label are key to loyalty
More than eight in 10 shoppers agree that a good experience with one store brand makes them more likely to try another. So brands will need to focus on delivering a positive experience for the consumer in order to encourage sustained growth.
Sustainability important to younger shoppers
30% of shoppers aged 18-34 would purchase more store-brand products that featured sustainable sourcing. Private-label products are becoming an increasingly important platform for retailers looking to enhance their own sustainability profiles.
Budget-minded home cooking
Over half of consumers are now cooking at home more frequently than they were a year ago. Naturally, a key opportunity for growth lies in products that simplifies or enhances home cooking for the consumer.
Purchase our full report to reveal our expert’s analysis and comprehensive list of innovation opportunities and discover how your business can connect with consumers and grow during times of financial uncertainty.
Expert Analysis from a Specialist in the Food Retail Sector
This report, written by John Owen, a leading food and retail analyst, delivers in-depth commentary and analysis to highlight current trends in the US private label industry and add expert context to the numbers.
Inflation has given private label food and drink a big short-term boost as shoppers have looked for ways to stretch their grocery budgets. To maintain growth in the long run, however, retailers will need to continue evolving store brands beyond savings alone. Private label offers a unique opportunity for retailers to meet shopper needs and build brand equity.
John Owen
Associate Director – Food and Retail
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
-
Executive Summary
-
- Top takeaways
- Consumer trends
- Openness to private label on the rise across categories
- Figure 1: Brand preference in select categories – Prefer to buy store brand or no preference, 2021-23
- Budgeting behaviors overall on the rise
- Figure 2: Changes in select value-related shopping behaviors, 2023
- Lower prices may drive trial, but positive experiences are key to loyalty
- Figure 3: Attitudes toward private label food and drink, 2023
- Market predictions
- A return to steady growth
- Figure 4: Total US sales and fan chart forecast of market, at current prices, 2017-27
- Figure 5: Category outlook for private label food and drink, 2023-28
- Opportunities
- An opportunity to facilitate budget-minded home cooking
- Figure 6: Changes in value-related shopping behaviors – Home cooking and store-brand purchasing, by brand preference groups, 2023
- Sustainability and sourcing important to younger shoppers
- Figure 7: Interest in private label concepts, by age, 2023
- Sampling could convert name brand loyalists
- Figure 8: Attitudes toward private label food and drink – Sampling and habit, by brand preference groups, 2023
-
-
Market Size and Forecast
- Inflation boosts private label sales and market share
- Staple categories have big short-term impact on private label growth
- Private label poised to continue steady growth
- Figure 9: Total US sales and fan chart forecast of market, at current prices, 2017-27
- Figure 10: Total US multi-outlet sales and forecast of private-label food and drink, at current prices, 2017-27
- Figure 11: Private label share of total US multi-outlet sales of private label food and drink, 2017-21
- Inflation boosts private label sales and market share
-
Segment Performance
- Food accounts for bulk of private label food and drink sales
- Figure 12: Total US multi-outlet sales and forecast of private-label food and drink, by segment, at current prices, 2017-22
- Figure 13: Share of total US multi-outlet private-label food and drink, by segment, 2017-22
- Refrigerated staple categories drive private label food share gains
- Figure 14: Share of total US multi-outlet private-label food, by sub-segment, 2017-22
- Milk and bottled water are key private label beverage categories
- Figure 15: Share of total US multi-outlet private-label drink, by sub-segment, 2017-22
- Other channels outpace supermarkets in private label sales and share
- Figure 16: Share total US multi-outlet sales of private label food and drink, by channel, 2017-22
- Figure 17: Total US multi-outlet sales of private-label food and drink, by channel, at current prices, 2017-22
- Food accounts for bulk of private label food and drink sales
-
Market Drivers
- Inflation helps make private label more attractive
- Figure 18: Consumer Price Index change from previous period, 2020-23
- Food and drink prices rise across the board
- Figure 19: Changes in Consumer Price Indexes for food, 2020-23
- Consumers feel the squeeze of inflation
- Figure 20: Assessment of personal financial situation, 2021-23
- Inflation helps make private label more attractive
-
Competitive Strategies and Market Opportunities
- Ethical and sustainability claims on the rise
- Figure 21: Incidence of select on-pack ethical/sustainability claims on private label food and drink launches, 2017-22
- Figure 22: Incidence of select ethical/sustainability packaging claims on food and drink launches, private label vs name brands, 2022
- Figure 23: Select food launches making Ethical/sustainability claims, 2023
- Amid rising prices, Kroger consolidates value-tier lines
- Figure 24: Kroger Smart Way brand, select products, 2023
- Making more of home meal prep
- Figure 25: Select value-added private label products, 2023
- Ethical and sustainability claims on the rise
-
The Private Label Food and Drink Consumer – Fast Facts
- Openness to private label ticks up across categories
- Beyond private label, budgeting behaviors overall on the rise
- Positive experiences with private label are key to loyalty
- An opportunity to facilitate budget-minded home cooking
- Sustainability and sourcing important to younger shoppers
- Sampling could be key to converting name brand loyalists
- Openness to private label ticks up across categories
-
Brand Preference by Category
- Openness to private label on the rise across categories
- Figure 26: Brand preference by category, 2023
- Younger shoppers less tied to big CPG name brands
- Figure 27: Brand preference by category – Prefer to buy store brand or no preference, by age, 2023
- Openness to store brands across income levels supports tiered approach
- Figure 28: Brand preference by category – Prefer to buy store brand or no preference, by household income, 2023
- Openness to private label on the rise across categories
-
Food and Drink Choice Factors
- Cost ranks high but isn’t the only selection factor
- Figure 29: Food and drink choice factors, 2023
- Name brand loyalists prioritize familiarity, taste and enjoyment
- Figure 30: Food and drink choice factors, by brand preference groups, 2023
- Cost ranks high but isn’t the only selection factor
-
Changes in Value-related Shopping Behaviors
- Purchasing private label, other value-driven shopping behaviors on the rise
- Figure 31: Changes in value-related shopping behaviors, 2023
- Increased home cooking frequency creates opportunity for store brands
- Figure 32: Changes in value-related shopping behaviors, by brand preference groups, 2023
- Purchasing private label, other value-driven shopping behaviors on the rise
-
Interest in Private Label Concepts
- Equal quality at a lower price holds broad appeal
- Figure 33: Interest in private label concepts, 2023
- Premium quality could help convert name brand loyalists
- Figure 34: Interest in private label concepts, by brand preference groups, 2023
- Sustainability and sourcing important to younger shoppers
- Figure 35: Interest in private label concepts, by age, 2023
- Equal quality at a lower price holds broad appeal
-
Attitudes toward Private Label Food and Drink
- Concern about rising prices sets stage for private label gains
- One good experience with store brands can lead another
- Figure 36: Attitudes toward private label food and drink, 2023
- Private label sampling could help turn name brand loyalists into believers
- Figure 37: Attitudes toward private label food and drink, by brand preference groups, 2023
- Concern about rising prices sets stage for private label gains
-
Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Data sources
-
Appendix – The Market
-
- Figure 38: Total US multi-outlet sales and forecast of private-label food and drink, at inflation-adjusted prices, 2017-27
- Figure 39: Total US multi-outlet sales and forecast of private-label food, at current prices, 2017-27
- Figure 40: Total US multi-outlet sales and forecast of private-label food, at inflation-adjusted prices, 2017-27
- Figure 41: Total US multi-outlet sales and forecast of private-label drink, at current prices, 2017-27
-
- Figure 42: Total US multi-outlet sales and forecast of private-label drink, at inflation-adjusted prices, 2017-27
- Figure 43: Total US multi-outlet and private-label drink sales, and private-label share, by category, at current prices, 2017-22
-
About the report
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Other Popular Reports
US Online BPC Product Discovery Market Report 2023
$4,995 (Excl.Tax)
The BPC category evokes a strong sense of enjoyment among users, creating a highly receptive platform for new product discovery, especially in digital spaces. Carson Kitzmiller, Senior Analyst,...
Find out moreUS Center of the Store Market Report 2023
$4,995 (Excl.Tax)
Even as shoppers focus more narrowly on prices, the center store has the potential to drive deeper engagement and loyalty. John Owen, Associate Director – Food and Retail ...
Find out moreUS Luxury Shopping Online Market Report 2023
$4,995 (Excl.Tax)
Luxury retail is evolving in the omnichannel era, where digital expansion is paramount to delivering quality experiences to a new generation of luxury shoppers. Brittany Steiger, Senior Analyst,...
Find out moreUS Retailing in the Metaverse Market Report 2023
$4,995 (Excl.Tax)
The future of the metaverse remains unclear, but consumers can see the potential to evolve the ecommerce experience, giving retailers and brands room to experiment. Brittany Steiger, Senior...
Find out moreUS Perimeter of the Store Market Report 2023
$4,995 (Excl.Tax)
Stop and taste the samples. Perimeter shopping is all about sensory experiences that can’t be replicated with ecommerce – but online tools can strengthen it all. Adriana Chychula,...
Find out moreTrusted by global industry leaders
“We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.”
Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
“When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.”
Rebecca Green, Market Insight Manager, Wincanton
“One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.”
Jeff White, Business Development Director, Deutsch
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
Andrew Neeson, Market Intelligence Manager, VocaLink
