• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges

    Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention

    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance

    Tapping Functional Beverages to Meet Modern Wellness Needs

    Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Florida Food Products Acquires Javo

    Roquette Launches Nutralys Rice Protein

    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy

    CTRL Launches Meal On-The-Go Bars

    GNC and RealEats Meal Delivery Partnership Expands Nationally
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Roquette Launches Nutralys Rice Protein

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development

    Study Reveals Low Intake of Tocotrienols in Polish Population

    Combination of Collagen and Boswellia Serrata Shown to Reduce Joint Discomfort

    Nutralliance Adds Eggshell-Derived Ingredients for Beauty and Joint Health to Portfolio
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Florida Food Products Acquires Javo

    Roquette Launches Nutralys Rice Protein

    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy

    CTRL Launches Meal On-The-Go Bars

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development

    Botanical Gum for Kids Aims to Curb Sugar Cravings

    Combination of Collagen and Boswellia Serrata Shown to Reduce Joint Discomfort

    Childhood Fitness and Obesity Impact Cognition Later in Life, Study Finds

    Nutralliance Adds Eggshell-Derived Ingredients for Beauty and Joint Health to Portfolio
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Atlantia Clinical Trials

    JRS Pharma

    Aiya America, Inc. (Aiya Matcha)

    Gencor

    PhytoGaia Inc
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Atlantia Clinical Trials

    JRS Pharma

    Aiya America, Inc. (Aiya Matcha)

    Gencor

    PhytoGaia Inc
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    Private Label Performance Mixed Across CPG Channels

    It wasn’t so long ago that many shoppers were embarrassed to be seen with a private label product in their cart. Today, nearly everyone buys private label products with no stigma attached.

    Related CONTENT
    • Lang Pharma Nutrition Receives MSC’s 2021 U.S. Ocean Champion Award
    • Vitafoods Europe Event Info
    • Future Crops Announces New Investment Round, Led by Tencent
    • Gelita To Showcase Collagen Peptides, Gelatin at Natural Products Expo West
    • Arla Foods Ingredients Positions to Support Organic Infant Formula
    10.06.11
    It wasn’t so long ago that many shoppers were embarrassed to be seen with a private label product in their cart. Today, nearly everyone buys private label products with no stigma attached. Private label products bring something new to the market and are no longer simply “me too” products that offer “the same thing for less money.” Increasingly, they are strategic weapons that separate a retailer from its competitors in a way that helps to build loyalty and purchase behavior. And still, private label can be—should be—even more, according to SymphonyIRI Group’s latest Times & Trends Report, “Private Label: Brand Positioning in the New World Order,” which explores current and emerging trends around private label, as well as national brand efforts to protect and grow their position in the CPG marketplace. Much opportunity remains for private label marketers and national brand marketers alike. But, success will be achieved by those who are thinking outside the box.  

    “At nearly 23% of CPG unit sales across retail channels today, private label products certainly have momentum and command a sizeable share of consumers’ CPG spending,” said John McIndoe, senior vice president, Marketing, SymphonyIRI. “However, this momentum is not demonstrated equally across channels, retailers, departments or categories. This means there is room for private label and national brand manufacturers to capitalize on opportunities. The key for both camps is to center their efforts on the shopper. Those that effectively identify and deliver against critical shopper needs will win share of wallet and shopper loyalty.”

    While retailers across channels are working to strengthen their private label programs, performance at the channel level varies rather markedly. Today, private label share is largest within the grocery channel, but, within the grocery channel, private label share of sales slid 0.6 points during the past year. Within the drug channel, private label share of sales fell sharply during the past year. Some of these declines occurred in health-related categories, with share of vitamins and internal analgesics falling by 3.2 points and 4.4 points, respectively. Sizeable drops also occurred in the beauty department in the drug channel. In this channel, for instance, private label share fell more than 5 points in both soap and blades categories. These declines are noteworthy because they occurred in departments that are generally strongholds for drug retailers.

    “Both manufacturers and retailers know that private label is not a panacea,” said Susan Viamari, editor, Times & Trends, SymphonyIRI. “Private label products remain, on average, 29% lower priced than national brands. Remove that price advantage and dollar and unit sales could plummet. In fact, the shrinking private label price gap very likely contributed to some of the private label share losses experienced during the past year. Going forward, private label products are subject to the same commodity price increase pressures as national brands, so establishing and maintaining effective pricing and promotion strategies should be top of mind for every CPG marketer in the marketplace today.”

    Private label has an above average and growing presence in 30 of the top 100 CPG categories. The most sizeable private label share increase came in the refrigerated salad/coleslaw category, which has jumped more than 20 points during the past three years. Private label offerings of gastrointestinal tablets, cold/allergy/sinus tablets, internal analgesics and pastry/doughnuts are also doing well.

    National brands are entrenched in 22% of the top 100 CPG categories. Cat/dog litter, diapers, cat food, eye/contact lens care and single-serve dinners are categories where national brands hold above average share of spending and are successfully winning even more share.  In six of the top 100 CPG categories, private label share is above average, but national brands are winning share of spending. The pasta category is one example of a category where national brands are taking such a stand. This category is seeing the largest decline in private label share thanks in part to innovation, such as whole grains and added nutrients that has brought some level of differentiation to the category. Frozen seafood, pickles/relish/olives and moist towelletes are also seeing national brands driving private label spending down.

    Manufacturers seeking to develop effective private label mitigation strategies should consider the following action items:

    Identify and assess brand-specific opportunities and risks with respect to private label: Monitor price gaps between their brands and private label alternatives to ensure an optimal price gap is maintained; understand private label performance across key categories; leverage value-oriented pricing and promotion programs to protect and grow share.

    Refine competitive strategies vis-à-vis private label: Maintain solid understanding of price/value perceptions across key consumer segments; invest in innovation that will bring differentiation to the marketplace.

    Measure and monitor actual versus planned impact of brand related initiatives: Test new product concepts before embarking on development plans; track and benchmark store-level shifts relative to private label among key retail partners.

    Retailers seeking to grow private label share should consider the following action items:

    Identify and assess store brand opportunities and threats: Tailor store brand offerings at the market level; support private label lines with consumer-centric and highly integrated marketing campaigns, including in-store display and feature ad support.

    Refine private label development strategies: Evaluate feasibility of multi-tier offerings across key categories/product lines, either alone or in partnership with national brand manufacturer partners.

    Measure and monitor actual versus planned impact of private label related initiatives: Test market product, pricing and promotion changes prior to and immediately following roll out; track and benchmark store-level store brand share shifts relative to national brands.
    Related Searches
    • Performance
    • Whole Grains
    • Nutrients
    • Allergy
    Related Knowledge Center
    • Vitamins
    Suggested For You
    Lang Pharma Nutrition Receives MSC’s 2021 U.S. Ocean Champion Award Lang Pharma Nutrition Receives MSC’s 2021 U.S. Ocean Champion Award
    Vitafoods Europe Event Info Vitafoods Europe Event Info
    Future Crops Announces New Investment Round, Led by Tencent Future Crops Announces New Investment Round, Led by Tencent
    Gelita To Showcase Collagen Peptides, Gelatin at Natural Products Expo West Gelita To Showcase Collagen Peptides, Gelatin at Natural Products Expo West
    Arla Foods Ingredients Positions to Support Organic Infant Formula Arla Foods Ingredients Positions to Support Organic Infant Formula
    Mintel Highlights New Product Trends and Consumer Research Mintel Highlights New Product Trends and Consumer Research
    Consumer Confidence Bounces Back: Pet Parents Increase Spending on Animals Consumer Confidence Bounces Back: Pet Parents Increase Spending on Animals
    Kerry Reaches Agreement to Sell Consumer Foods’ Meats and Meals business to Pilgrim’s Pride Kerry Reaches Agreement to Sell Consumer Foods’ Meats and Meals business to Pilgrim’s Pride
    Nestlé to Acquire Bountiful Company Brands for $5.75 Billion Nestlé to Acquire Bountiful Company Brands for $5.75 Billion
    Star Manufacturing Launches Organic Delivery Systems Star Manufacturing Launches Organic Delivery Systems
    Store Brands Gaining Share in U.S. Retail Channels Store Brands Gaining Share in U.S. Retail Channels
    Private Label Healthy Beverages Fare Well Private Label Healthy Beverages Fare Well
    International Vitamin Corporation To Acquire Perrigo’s Supplement Business International Vitamin Corporation To Acquire Perrigo’s Supplement Business
    TreeHouse Foods to Acquire ConAgra TreeHouse Foods to Acquire ConAgra's Private Brands Business for $2.7 Billion
    BI Nutraceuticals Hires Regional Sales Manager for Southeast/Intermountain Regions BI Nutraceuticals Hires Regional Sales Manager for Southeast/Intermountain Regions

    Related Breaking News

    • Breaking News | Dietary Supplements | Omega-3s | Supplier News | World Markets
      Lang Pharma Nutrition Receives MSC’s 2021 U.S. Ocean Champion Award

      Lang Pharma Nutrition Receives MSC’s 2021 U.S. Ocean Champion Award

      The daughter company of Aker BioMarine provides over 70 Marine Stewardship Council-certified items.
      06.16.22

    • Contract Manufacturing | Dietary Supplements
      Vitafoods Europe Event Info

      Vitafoods Europe Event Info

      The global nutraceutical conference
      04.20.22

    • Breaking News | Green Foods | Herbs & Botanicals | Industry & Market News | Natural/Organic | World Markets
      Future Crops Announces New Investment Round, Led by Tencent

      Future Crops Announces New Investment Round, Led by Tencent

      The vertical farm system seeks to reshape agriculture with high-yield crops.
      03.14.22


    • Bone & Joint Health | Breaking News | Contract Manufacturing | Proteins, Peptides, Amino Acids | Skin Health | Supplier News
      Gelita To Showcase Collagen Peptides, Gelatin at Natural Products Expo West

      Gelita To Showcase Collagen Peptides, Gelatin at Natural Products Expo West

      The company will discuss the potential of its products in condition-specific formulas and various delivery systems.
      03.07.22

    • Breaking News | Dairy-Based Ingredients | Infant & Children's Health | Supplier News
      Arla Foods Ingredients Positions to Support Organic Infant Formula

      Arla Foods Ingredients Positions to Support Organic Infant Formula

      Demand for organic whey and lactose has outpaced supply, but Arla said its ‘milk-to-can’ approach can bridge a market gap.
      02.22.22

    Trending
    • Three Grams Of Omega-3s May Be Optimal Dose For Reducing Blood Pressure
    • 3 grams of Omega-3s May be Optimal Dose for Reducing Blood Pressu
    • Oregon Files Lawsuit Against GNC
    Breaking News
    • Florida Food Products Acquires Javo
    • Roquette Launches Nutralys Rice Protein
    • New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy
    • CTRL Launches Meal On-The-Go Bars
    • GNC and RealEats Meal Delivery Partnership Expands Nationally
    View Breaking News >
    CURRENT ISSUE

    June 2022

    • Tapping Functional Beverages to Meet Modern Wellness Needs
    • Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    • New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    • Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges
    • Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Florida Food Products Acquires Javo
    Roquette Launches Nutralys Rice Protein
    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy
    Coatings World

    Latest Breaking News From Coatings World

    The Southern Society for Coatings Technology's 84th Annual Technical Conference A Success
    PPG to Showcase Specialty Automotive, Aerospace Adhesives, Sealants at Adhesives & Bonding Expo
    PPG’s New Paint for a New Start Initiative to Transform 25-plus Schools Worldwide
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Magnetic Insight Announces $17 Million in Series B Funding
    BreatheSuite Adds Brad Fluegel to its Board
    Labcorp Launches At-Home Collection Device for Diabetes Risk Testing
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Pierre Fabre and Lonza Enter Manufacturing Agreement
    MasterControl and Elemental Machines Form Biomanufacturing Partnership
    Qosina Strengthens Aseptic Capabilities
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Benefit Exec Joins Madison Reed's Board
    Peroni & Ellis Brooklyn Launch Fragrance Collection Inspired by Italian Spritz Cocktails
    Rhode Is Trending for June, Trendalytics Says
    Happi

    Latest Breaking News From Happi

    Botanical Embedded Candles Can Be Fire Hazard, Says National Candle Association
    Caire Beauty to Celebrate Menopause Empowerment Day
    Beautycounter Launches Text Campaign for FDA Safety and Landmark Advancements Act
    Ink World

    Latest Breaking News From Ink World

    British Coatings Federation Posts Online History
    Orion Announces Price Increases, Reduced Payment Terms
    INX Troubleshooting Guide App Adds New Solutions
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    PCMC teams with IGT, Fujifilm makes big announcement and more
    Loftware recognized as 'AIDC Company of the Year'
    Schreiner MediPharm highlights sustainability of Needle-Trap technology
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Tranzonic Names VP of Supply Chain
    Ontex Climate Action Targets Approved by Science-Based Targets Initiative
    Suominen Test Center Assesses Biodegradability of Nonwovens
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    3Spine Inc. Receives IDE Approval for U.S. Pivotal Clinical Trial
    Volume-Based Procurement to Reduce Chinese Orthopedic Market Value
    Isto Biologics Rolls Out Influx Fibrant
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    NREL Names Jennifer Logan to Leadership Team as CFO
    National Grid Renewables Orders 2 GW of First Solar Modules
    EO System Company Ltd. Picks eMagin’s OLED Microdisplays for Global Projects

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login