Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Information Resources, Inc. Consumer Network® Household Panel explanation and terms
- Price discount
Executive Summary
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- Market snapshot
- Concentration in staple products adversely affects private label foods
- Private label dairy—especially eggs—a weak spot
- Branded innovations weigh on private label bread and cereal segment
- Private label sweets lags “better for you” branded products
- Reduction in spending for at-home foods
- Channel switching a drag on private label—but bodes well for future
- Asians avoid private label
- The relevance of discounting is—relative
- At the crossroads: refrigerated fresh pizza
- Bright spots
- Smaller categories with room to grow
- Salty snacks benefit from “better for you” trend
- Opinions about private label provide added hope
- Private label viewed by some as a “brand”
Market Drivers
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- Spending on food at home
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- Figure 1: Average expenditures of all CUs for food and beverages at home & away from home, 2003-05
- From low-carb to “better for you” the influence of consumer trends and brand innovation on private label
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- Figure 2: “Better for you” FDM sales and growth trends, 2002-05
- The role of discounts and affluence on private label preferences
- Price discount for private label and consumer preferences by household affluence
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- Figure 3: Price discount for private label and consumer preferences by household affluence*, 2006
- Impact of channel-switching: grocery leads private label but momentum is with mass merchandisers
- Private label at grocery declines slightly
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- Figure 4: Food channel share of FDM volume; private label share of FDM volume, 2001-YTD 2006
- Private label at mass catching steam
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- Figure 5: Dollar sales of selected categories and private label sales and share, 2004-06
- The natural channel taps the high-income consumer
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- Figure 6: Private label retail channel preferences, by household income, November 2006
- Private label, organic, mainstream
- Organic PL enters mainstream retail
- Price positioning—good for PL
- Availability issues
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- Figure 7: Branded vs store-branded organic beverages purchased, July 2006
- Asians and private label consumption
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- Figure 8: Projected population change in the U.S., by race and Hispanic origin: 2000-50
- Figure 9: Use of private label foods, by race/ethnicity, 2006
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- Figure 10: Household income distribution by race/ethnicity of householder, 2005
Market Size and Trends
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- Figure 11: Total FDM sales of private label foods in selected categories, at current and constant prices, 2001-06
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- Figure 12: Graph: FDM sales of private label foods in selected categories,
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- Figure 13: Graph: Trends in FDM sales of private label foods & their respective categories in current prices 2001-06
- Private label as a percentage of overall sales
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- Figure 14: FDM sales of select private label categories as a percentage of overall sales, 2001-06
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Market Segmentation
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- Overview
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- Figure 15: Sales of private label categories, segmented by type, 2004 and 2006
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- Figure 16: Graph: FDM sales of selected private label categories, 2006
- Private label dairy
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- Figure 17: FDM sales of private label dairy, at current and constant prices, 2001-06
- Figure 18: FDM sales of dairy, private label and total category - current prices 2001-06
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- Figure 19: Category and private label dairy FDM sales, by segment, 2004 and 2006
- Refrigerated fresh eggs: private label’s biggest trouble spot
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- Figure 20: Refrigerated and private label refrigerated fresh eggs, dollars and share, 2001-06
- Private label bread and cereal
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- Figure 21: FDM sales of private label bread and cereal, at current and constant prices, 2001-06
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- Figure 22: FDM dales of bread and cereal, private label and total category - current prices 2001-06
- Figure 23: Category and private label bread and cereal FDM sales, by segment, 2004 and 2006
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- Figure 24: Ready-to-eat cereal, average retail price per pound and dollar sales, 2001-06
- Figure 25: Ready-to-eat cereal, average retail price per pound by manufacturer 2001-06
- Private label sweets
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- Figure 26: FDM sales of private label sweets, at current and constant prices, 2001-06
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- Figure 27: Sales of sweets, private label and total category, current prices, 2001-06
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- Figure 28: Sweets: category and private label FDM sales, by segment, 2004-06
- Ice cream/sherbet/frozen yogurt/tofu
- Pies and cakes
- Private label frozen seafood and refrigerated entrees
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- Figure 29: FDM sales of private label refrigerated entrees & frozen seafood, at current and constant prices, 2001-06
- Figure 30: FDM sales of frozen seafood & refrigerated entrees, private label and total category, current prices, 2001-06
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- Figure 31: Refrigerated entrees and frozen seafood, category and private label FDM sales by segment, 2004 and 06
- Frozen seafood and shrimp
- Refrigerated entrees
- Private label salty snacks
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- Figure 32: FDM sales of private label salty snacks, at current and constant prices, 2001-06
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- Figure 33: FDM sales of salty snacks, private label and total category, current prices, 2001-06
- Figure 34: Salty snacks—category and private label FDM sales by segment, 2004 and 2006
- Private label pizza
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- Figure 35: Sales of private label pizza, at current and constant prices, 2001-06
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- Figure 36: FDM sales of pizza, private label and total category, current prices, 2001-06
- Figure 37: Pizza - category and private label FDM sales by segment, 2004-06
- Frozen pizza
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- Figure 38: Frozen pizza, percent of households buying, percent repeating, repeat purchase cycle and occasions per buyer, mid-year 2005 to mid-year 2006
- Refrigerated pizza
Retail Distribution
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- Introduction
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- Figure 39: FDM sales of store-brand foods, by channel, 2004 and 2006
- Supermarkets
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- Figure 40: Supermarket sales of select private label categories, at current and constant prices, 2001-06
- Private label usage by channel: supermarkets, supercenters and mass
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- Figure 41: Channel and item penetration by outlet for largest private label categories, mid-year 2006
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- Figure 42: Channel and item penetration by outlet for selected fast-growing private label categories,
- Organic and natural channels
- Retailers
- Kroger
- Safeway
- Albertson’s
The Consumer—Summary
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- Introduction
- Summary of findings
- Primary responsibility for grocery shopping
- Weekly grocery spending
- Percentage of shopping basket made up of private label food items
- Brand identification
- Purchase venues
- Private label usage by category
- Attitudes and opinions concerning store brand vs. national brand products
The Consumer—Shopping Behavior and Opinions
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- Responsibility for grocery shopping
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- Figure 43: Responsibility for grocery shopping, in total and by gender, November 2006
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- Figure 44: Responsibility for grocery shopping, by age, November 2006
- Weekly grocery spending
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- Figure 45: Amount spent on weekly grocery shopping trip, November 2006
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- Figure 46: Amount spent on weekly grocery shopping trip, by household size, November 2006
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- Figure 47: Amount spent on weekly grocery shopping trip, by household income, January 2005
- Percentage of shopping basket made up of private label food items
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- Figure 48: Percentage of shopping basket comprising private label food items, in total and by household income, November 2006
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- Figure 49: Percentage of shopping basket comprising private label food items, by race/ethnicity, November 2006
- Brand identification
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- Figure 50: Awareness of private label branding – “Is this a store brand or national brand?”, November 2006
- Purchase venues
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- Figure 51: Purchase venues for store-brand food and drink items, by household income. November 2006
- Attitudes and opinions concerning store brand vs. national brand products
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- Figure 52: “Percentage buying private label brands frequently” PLMA study 1991, 1996, 2001, 2006
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- Figure 53: Attitudes and opinions regarding store-brand and national brand products, agree summary,
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- Figure 54: Attitudes and opinions regarding store-brand and national brand products, agree summary, by household income, November 2006
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- Figure 55: Attitudes and opinions regarding store-brand and national brand products, agree summary, by race/ethnicity, November 2006
The Consumer—Usage by Category
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- Private label usage by category
- Dairy products
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- Figure 56: Purchase of private label or nationally branded cheese, by household income, November 2006
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- Figure 57: Purchase of private label or nationally branded eggs, by household income, November 2006
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- Figure 58: Purchase of private label or nationally branded butter, by household income, November 2006
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- Figure 59: Purchase of private label or nationally branded yogurt, by household income, November 2006
- Bread and cereal
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- Figure 60: Purchase of private label or nationally branded bread, by household income, November 2006
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- Figure 61: Purchase of private label or nationally branded cold cereal, by household income, November 2006
- Sweets
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- Figure 62: Purchase of private label or nationally branded ice cream, by household income, November 2006
- Frozen seafood and refrigerated entrees
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- Figure 63: Purchase of private label or nationally branded frozen seafood, by household income,
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- Figure 64: Purchase of private label or nationally branded frozen refrigerated entrees, by household income, November 2006
- Salty snacks
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- Figure 65: Purchase of private label or nationally branded frozen salty snacks, by household income, November 2006
- Pizza
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- Figure 66: Purchase of private label or nationally branded frozen pizza, by household income, November 2006
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- Figure 67: Purchase of private label or nationally branded refrigerated/take and bake pizza, by household income, November 2006
Future and Forecast
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- Future trends
- The economy and gas prices
- Innovation and consumer trends
- Channel shifting
- Increasing retail strength and market presence to benefit private label
- Potential for decreasing price differential
- Private label to be positioned at a wider range of price points
- Market forecast
- Private label food in selected categories
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- Figure 68: Forecast of total U.S. FDM sales of private label food in selected categories, at current and constant prices, 2006-11
- Private label dairy
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- Figure 69: Forecast of U.S. FDM sales of private label dairy, at current and constant prices, 2006-11
- Private label bread and cereal
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- Figure 70: Forecast of U.S. FDM sales of private label bread and cereal, at current and constant prices, 2006-11
- Private label sweets
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- Figure 71: Forecast of U.S. FDM sales of private label sweets, at current and constant prices, 2006-11
- Private label refrigerated entrees and frozen seafood
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- Figure 72: Forecast of U.S. FDM sales of private label refrigerated entrees and frozen seafood, at current and constant prices, 2006-11
- Private label salty snacks
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- Figure 73: Forecast of U.S. FDM sales of private label salty snacks, at current and constant prices, 2006-11
- Private label pizza
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- Figure 74: Forecast of U.S. FDM sales of private label pizza, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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