What you need to know

Store brand food and beverages represent an opportunity for retailers to distinguish themselves from competitors, yet sales have grown slowly since 2010 and are forecast to continue at this pace, increasing from $77.9 billion in 2015 to $84.7 billion in 2020. Key strategies for store brand retailers include more tiered programs that feature value brands, premium brands, and niche brands, such as BFY and natural/organic/artificial ingredient-free. Millennials, family households, and Hispanics are most apt to use store brands and gravitate toward the value and quality these brands represent.

Definition

This report builds on the analysis presented in Mintel’s Private Label Foods: What’s Driving Purchase – US, February 2015; Attitudes toward Private Label – US, November 2014; The Private Label Food Consumers – US, November 2013; Private Label Food – US, November 2011; as well as the February 2008 and January 2007 reports of the same title. For the purposes of this report, Mintel has used the following definitions:

According to the Private Label Manufacturers Association, “private label” products encompass all merchandise sold under a retail store’s private label. That label can be the store’s own name or a name created exclusively by that store. The food segment includes private label products in the following categories:

  • Shelf-stable

  • Refrigerated

  • Frozen

  • Bakery

  • Deli

The beverage segment includes private label products in the following categories:

  • Milk, nondairy 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

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