Mintel’s Private Label report provides a snapshot of the health of the grocery private label market in Canada and identifies attributes that matter to shoppers. It also provides a perspective on consumers’ perceived usage overall, by brand and by category, considerations most important to consumers when choosing store brands and attitudes relating to quality, value, loyalty and selection.

Private label in Canada appears healthy. Nearly all grocery shoppers indicate that they include private label in their shopping baskets and store brands enjoy strong quality perceptions among a segment of consumers. Millennials (18-34-year-olds) are particularly strong advocates of private label, suggesting an area of focus to support growth.

For the purposes of this report, Mintel asked about general usage of and attitudes towards private label/store brand usage. In select sections of the survey, specific brands were asked about. The brands asked about include the following:

Private Label/Store Brands:

• President’s Choice (Retailer: Loblaw Companies Ltd)

• No Name (Retailer: Loblaw Companies Ltd)

• Irresistibles (Retailer: Metro)

• Selection (Retailer: Metro)

• Compliments (Retailer: Sobeys)

• Sensations (Retailer: Sobeys)

• Great Value (Retailer: Walmart)

• Our Finest (Retailer: Walmart)

• Kirkland Signature (Retailer: Costco)

National Brands

• Kraft

• McCain

• Maple Leaf