What you need to know

Private label share of food and beverage sales at traditional store-based retailers has made solid gains in the past couple of years, driven by retailers’ efforts to strengthen their store brands, but hasn’t moved dramatically over the past five. The continued shift to more online grocery shopping, however, has the potential to disrupt the relatively stable relationship between name brands, retailers, and private label, creating opportunities for retailers that offer shoppers value for their money and a simplified shopping process.


This Report builds on the analysis presented in Mintel’s Private Label Food Trends – US, January 2019 and previous editions 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, non-dairy 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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