Private Label Food and Beverages in the U.S., 7th Edition

  • October 2012
  • -
  • Packaged Facts
  • -
  • 284 pages

An ongoing recession with no clear end in sight has created a rich environment for steadily improving sales of private label food and beverage products. Private label products provide grocery retailers with greater profit margins than national brands and allow them to meet the consumer demand for lower prices. Private label foods and beverages now account for 20% to 25% of dollar sales and even higher percentages of unit sales in mainstream grocery chains such as Supervalu and Kroger; over 80% in specialty outlets such as Trader Joe’s; and top 90% for low price specialists like Aldi.



Grocery retailers across the board have announced plans to increase private label offerings, reporting the specific target goals they are aiming toward. The current market is notable for the expansion into upscale and gourmet segments, the increased presence of private label “good-for-you” products, and the consolidation of multiple private label lines under new, more eye-catching labels.



This third edition of “Private Label Food & Beverage in The U.S.” analyzes the U.S. market for foods and beverages sold under the proprietary labels of retailers, referred to in the trade as private label or store brand products. The focus is on the private label activities of the major grocery outlets like supermarkets, mass merchandisers, and warehouse clubs but also examines the trend toward private label grocery sales in other channels such as drugstores, convenience stores and, especially dollar stores. Included are estimates of total dollar sales and unit sales along with forecasts for growth through 2016.

Table Of Contents

Chapter 1: Executive Summary

Scope of Report

Methodology

Two Markets: Foods and Beverages
Food Market

Center Store

Frozen Food

Dairy Food

Refrigerated Food

Bakery Products

Meats, Poultry and Seafood

Beverage Market

Private-Label Food andamp; Beverage Market Size and Growth
Total Private Label Food andamp; Beverage Market Nearing $100 Billion
Table 1-1: Private Label Food andamp; Beverage Retail Sales vs.Total Food andamp; Beverage Retail Sales, 2007-2011 (in millions $)

Private Label Food Sales Top $80 Billion

Table 1-2: Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Private Label Beverages Near $18 Billion
Table 1-3: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Total Private Label Food andamp; Beverage to Reach $133 billion
Table 1-4: Forecast of Private Label Food andamp; Beverage Retail Dollar Sales vs. Total Food andamp; Beverage Retail Dollar Sales, 2011-2016 (in millions $)

Competitive Retail Landscape
Supermarket Share of Overall Grocery Market Has Declined
Table 1-5: Food-At-Home Sales by Type of Outlet, 1993-2010 (percent)

Pricing Has Been Key to Shift in Market Share

Table 1-6: Average Annual Expenditures and Income of All Consumer Units and Percent Changes, 2008-2010

Private Label Has Important Role
Consumers Save Big with Private Label

Table 1-7: Average Percentage Differences in National Brand vs.Private Label Pricing for Selected Food Categories

Drugstores Grow Grocery Operations Through Private Label

Dollar Stores Big Winners from Recession

Back to the Neighborhood

Future Growth Highly Probable
Table 1-8: Selected Private Label Gainers and Losers 2010-2011

Optimists and Pessimists Alike Focus on Careful Spending

Price War Heats Up Among Retailers

Price Comparison as Strategy

Joining the Locavore Movement

Social Media Especially Useful for Reaching Younger Consumers

Wholesalers Consolidating

Is Private Label Hitting a Wall?
Possibility That “Frugal Fatigue” May Become a Game Changer

Price Freezes

Increasing Marketing Professionalism

Comparison Promotions

Sampling

Social Media
Twitter Comes On Strong

Mobile Media

Promotional Activities
Appealing to Local Interests

Packaging a Key Element of Private Label Marketing
New Images More Striking

A Design for Each Value Level

New Packaging and the Consumer

Keeping Pace with National Brands
Keeping Pace in Emerging Categories

Expanding Ethnic Lines

Healthy Ingredients

The Consumer
Private Label Users in Period of Transition
Motives for Private Label Purchasing are Mixed

Decision Making on Private Label Still in Flux

Private Label Usage Preference Rates by Winter 2012 Top 20 Categories
Figure 1-1: Percentage of U.S. Adults Who Most Often Use

Private Label: Top 20 Food and Beverage Categories, Winter 2012

Consistent Growth Patters Among Top Private Label Categories

Table 1-9: Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food and Beverage Categories, 2008-2012

Store Brands vs. National Brands

Table 1-10: Attitudes of Grocery Shoppers toward National/Name

Brands and Store Brands, 2011 (percent of grocery shoppers)

Chapter 2: Overall Private Label Food andamp; Beverage Market
Scope of Report

Methodology

Two Markets: Foods and Beverages
Food Market

Center Store

Frozen Food

Dairy Food

Refrigerated Food

Bakery Products

Meats, Poultry and Seafood

Beverage Market

Private Label Food andamp; Beverage Market Size and Growth
Total Private Label Food andamp; Beverage Market Nearing $100 Billion
Penetration Within Food, Drug andamp; Mass-Market Channels

Private Label Food andamp; Beverage vs. Total Market
Table 2-1: Private Label Food andamp; Beverage Retail Sales vs. Total Food andamp; Beverage Retail Sales, 2007-2011 (in millions $)

Total Food andamp; Beverage CAGR at Less Than Half That of Private Label

More Categories Grow than Decrease

Figure 2-1: Percent of Food and Beverage Categories with Dollar Sales Increases, 2010 to 2011

Private Label Food vs. Private Label Beverage
Figure 2-2: Share of Private Label Market by Food and Beverage Dollar Sales, 2007 vs. 2011 (percent)

Private Label Food Sales Top $80 Billion

Slow Beverage Growth Begins with Lower Milk Prices

Table 2-2: Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2007-2011 (in millions $)

Private Label Food vs. Branded Food
Figure 2-3: Share of Total Food Market by Private Label and National Brand Retail Dollar Sales, 2007 vs. 2011 (percent)

National Brand Foods Struggle as Recession Deepens
Table 2-3: Private Label Food Retail Sales vs. National Brand Food Retail Sales, 2007-2011 (in millions $)

Private Label Food Unit Growth Tops 9.5 Billion from 2007 to 2011

Table 2-4: Private Label Food Retail Unit Sales vs. National Brand Food Retail Unit Sales, 2007-2011 (in millions units)

National Brand Unit Sales Decline 3% in 2011

Figure 2-4: Percent of Total Food Unit Sales, Private Label vs.Branded, 2007-2011

Decreases Dominate in Food Unit Sales Categories

Figure 2-5: Percent of Food and Beverage Categories with Unit Sales Increases, 2010 to 2011

Private Label Food Average Price per Unit

Table 2-5: Private Label Food Retail Average Price per Unit vs. National Brand Food Retail Average Price per Unit, 2007-2011

(in dollars)

Private Label Food Prices Grow Less than 3.3%

Private Label Beverages vs. National Brand Beverages
Figure 2-6: Percent of Total Beverage Dollar Sales, Private Label vs. Branded, 2007-2011

National Brand Beverages See Rebound in 2011

Table 2-6: Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-2011 (in millions $)

Private Label Beverage Unit Sales Expand

Figure 2-7: Percent of Total Beverage Unit Sales, Private Label

vs. Branded, 2007-2011

Branded Beverage Unit Sales Turn Upward in 2010

Table 2-7: Private Label Beverage Retail Unit Sales vs. National Brand Beverage Retail Unit Sales, 2007-2011 (in millions units)

Slow Growth for Private Label Beverage Average Price Per Unit

Branded Beverage Average Unit Price Held in Check

Table 2-8: Private Label Beverage Retail Average Price per Unit vs. Branded Retail Beverage Average Price per Unit, 2007-2011 (in dollars)

Private Label Food andamp; Beverage Market Forecast
Total Private Label Food andamp; Beverage to Reach $133 billion
Table 2-9: Forecast of Private label Food andamp; Beverage Retail Dollar Sales vs. Total Food andamp; Beverage Retail Dollar Sales, 2011-2016 (in millions $)

Table 2-10: Forecast of Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar Sales, 2011-2016 (in millions $)

Looking Ahead to 2016
Private Label Will Continue to Benefit

Brand Manufacturers Will Continue to Resist

Role of Quality

Building Relationships with Consumers

Building Identity through Building Relationships

Chapter 3: The Private Label Food Market

Private Label Food Topped $80 Billion in 2011
Figure 3-1: Private Label Food Retail Sales and Share of Total Food Retail Sales, 2007-2011 (in $ millions)

Slow Economy Boosts Private Label Food Sales

Table 3-1: Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Manufacturer Costs Impact Consumer Sales and Prices

Private Label Food Sales by Store Department
Center Store

Table 3-2: Total Private Label Food Retail Sales by Category,2007-2011 (in millions $)

Frozen Foods

Dairy Food

Refrigerated Food

Bakery Products

Meat, Poultry, Seafood

Private Label Food Shares by Category

Figure 3-2: Share of Private Label Food Market by Category Dollar Sales, 2007 vs. 2011 (percent)

Private Label Center Store Foods
Figure 3-3: Private Label Center Store Food Retail Sales and Share of Total Center Store Food Retail Sales, 2007-2011 (in millions $)

Unit Growth and Price Growth Trail Sales Increases

Table 3-3: Total Private Label Center Store Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Center Store Products Segments
Figure 3-4: Share of Private Label Center Store Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Snacks

Table 3-4: Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Condiments, Sauces, Spices andamp; Spreads

Table 3-5: Total Private Label Condiments, Sauces, Spices andamp; Spreads Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Baking andamp; Cooking Products

Table 3-6: Total Private Label Baking andamp; Cooking Products Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)

Dinners andamp; Side Dishes

Table 3-7: Total Private Label Dinners andamp; Side Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Vegetables, Tomato Products andamp; Beans (Canned andamp; Dried)

Table 3-8: Total Private Label Vegetables, Tomato Products andamp; Beans (Canned andamp; Dried) Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Breakfast Foods

Table 3-9: Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Shelf-Stable Meats andamp; Seafood

Table 3-10: Total Private Label Shelf-Stable Meats andamp; Seafood Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)

Fruit (Canned, Bottled, Dried)

Table 3-11: Total Private Label Fruit (Canned, Bottled, Dried)

Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Ethnic Foods

Table 3-12: Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Candy andamp; Gum

Table 3-13: Total Private Label Candy andamp; Gum Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Baby Foods

Table 3-14: Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Frozen Foods
Figure 3-5: Private Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales, 2007-2011 (in millions $)

Private Label Frozen Foods Sees Growth on Unit, Price Increases

Table 3-15 Total Private Label Frozen Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Frozen Food Product Segments
Figure 3-6: Share of Private Label Frozen Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Frozen Meat, Poultry andamp; Seafood

Table 3-16: Total Private Label Frozen Meat, Poultry andamp; Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Frozen Desserts

Table 3-17: Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Frozen Vegetables

Table 3-18: Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Frozen Dishes

Table 3-19: Total Private Label Frozen Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Frozen Breakfast Foods andamp; All Other Products

Table 3-20: Total Private Label Frozen Breakfast Foods andamp; All Other Frozen Product Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Frozen Fruit

Table 3-21: Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Dairy Foods
Figure 3-7: Private Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales, 2007-2011 (in millions $)

Private Label Dairy Foods Fluctuate Through Period

Table 3-22: Total Private Label Dairy Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Dairy Food Product Segments
Figure 3-8: Share of Private Label Dairy Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Eggs

Table 3-23: Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Natural Cheese

Table 3-24: Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Cultured Dairy

Table 3-25: Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Butter andamp; Butter Substitutes

Table 3-26: Total Private Label Butter andamp; Butter Substitute Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Processed Cheese

Table 3-27: Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

All Other Dairy Foods

Table 3-28: Total Private Label All Other Dairy Foods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Refrigerated Foods
Figure 3-9: Private Label Refrigerated Food Retail Sales and Share of Total Refrigerated Food Retail Sales, 2007-2011 (in millions $)

Modest Growth for Refrigerated Private Label Products

Table 3-29: Total Private Label Refrigerated Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Refrigerated Food Product Segment
Figure 3-10: Share of Private Label Refrigerated Food Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Refrigerated Dishes Top $4.2 Billion

Table 3-30: Total Private Label Refrigerated Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2001-2011 (in millions $)

Lunchmeats See Growth from Price Increases

Table 3-31: Total Private Label Lunchmeats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Refrigerated Dough and Baked Goods Sales Are Flat

Table 3-32: Total Private Label Dough andamp; Baked Goods Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Mixed Bag of Other Refrigerated Foods Fares Well

Table 3-33: Total Private Label All Other Refrigerated Products Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)

Private Label Bakery Foods
Figure 3-11: Private Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales, 2007-2011 (in millions $)

Unit Sales Negative

Table 3-34: Total Private Label Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Bakery Food Product Segments
Figure 3-12: Share of Private Label Bakery Food Category by

Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Non-Sweet Bakery Food

Table 3-35: Total Private Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Sweet Bakery Food

Table 3-36: Total Private Label Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Private Label Meats, Poultry andamp; Seafood
Figure 3-13: Private Label Meats, Poultry andamp; Seafood Retail Sales and Share of Total Meats, Poultry andamp; Seafood Retail Sales,2007-2011 (in millions $)

Category Growth Nears 10% CAGR

Table 3-37: Total Private Label Retail Meats, Poultry andamp; Seafood Sales,2007-2011 (in millions $)

Private Label Meat, Poultry andamp; Seafood Product Segments
Figure 3-14: Share of Private Label Meats, Poultry andamp; Seafood Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Fresh Meat andamp; Poultry

Table 3-38: Total Private Label Fresh Meats andamp; Poultry Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Breakfast Meats

Table 3-39: Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Processed Dinner Meat

Table 3-40: Total Private Label Processed Dinner Meat Retail Sales,2007-2011 (in millions $)

Fresh Seafood

Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)

Chapter 4: The Private Label Beverage Market
Private Label Beverages Near $18 Billion
Figure 4-1: Private Label Beverage Retail Sales and Share of Total Beverage Retail Sales, 2007-2011 (in billions $)

Slower Growth Despite Slow Economy

Table 4-1: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Private Label Beverage Category Sales
Three Categories Above Overall Rate of Growth, Four Below

Private Label Dairy Beverages Just Over 3% CAGR

Private Label Juices Show Barely Increase

Private Label Bottled Water Increases Category Share

Carbonated Beverages Increase Category Penetration

Private Label Coffee andamp; Tea Topped $1.5 Billion

Drink Mix Sales Fall

Private Label Sports andamp; Energy Drinks Get Hit by Recession

Table 4-2: Total Private Label Beverage Retail Sales by Category,2007-2011 (in millions $)

Private Label Beverage Shares by Category

Figure 4-2: Share of Private Label Beverage Market by Category Dollar Sales, 2007 vs. 2011 (percent)

Private Label Dairy Beverages
Figure 4-3: Private Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage Retail Sales, 2007-2011 (in millions $)

Prices Also Impact Private Label Dairy Beverage Sales

Table 4-3: Total Private Label Dairy Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Private Label Milk Declines on Lower Prices

Private Label Milk Substitutes and Cultured Dairy Beverages Shine

Table 4-4: Total Private Label Dairy Beverage Retail Sales, 2007-2011 (in millions $)

Other Private Label Dairy Beverages Show Mixed Growth

Private Label Dairy Beverage Shares by Product Segment
Figure 4-4: Share of Private Label Dairy Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Non-Milk Beverages Growing in Importance

Private Label Fruit andamp; Vegetable Juices

Figure 4-5: Private Label Fruit andamp; Vegetable Juice Retail Sales and Share of Total Fruit andamp; Vegetable Juice Retail Sales, 2007-2011 (in millions $)

Negative Unit Growth for Private Label Juices

Table 4-5: Total Private Label Fruit andamp; Vegetable Juice Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

A Plethora of Juice Product Segments

Growth Slows for Private Label Refrigerated Orange Juice

Frozen Orange Juice Down, Bottled Up

Private Label Juices Split Nearly Even Between Growth and Decline

Table 4-6: Total Private Label Fruit andamp; Vegetable Juice Retail Sales, 2007-2011 (in millions $)

Private Label Fruit andamp; Vegetable Juice Shares by Product Segment

Figure 4-6: Share of Private Label Fruit andamp; Vegetable Juice Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Bottled Water
Figure 4-7: Private Label Bottled Water Retail Sales and Share of Total Bottled Water Retail Sales, 2007-2011 (in millions $)

Price increases Lift Private Label Bottled Water Sales Growth

Table 4-7: Total Private Label Bottled Water Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Strong Growth for Private Label Convenience/Pet Still Water

Table 4-8: Total Private Label Bottled Water Retail Sales, 2007-2011

(in millions $)

Consumers Opt for Smaller Private Label Bottled Water Units

Figure 4-8: Share of Private Label Bottled Water Category by

Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Carbonated Beverages
Figure 4-9: Private Label Carbonated Beverage Retail Sales and Share of Total Carbonated Beverage Retail Sales, 2007-2011 (in millions $)

Soft Drinks Sales Slow Down

Table 4-9: Total Private Label Carbonated Beverage Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Low Calorie Soft Drinks Have Most Growth

Table 4-10: Total Private Label Carbonated Beverage Retail Sales,2007-2011 (in millions $)

Regular Soft Drinks Dominate Category

Figure 4-10: Share of Private Label Carbonated Beverage Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Coffee andamp; Tea
Figure 4-11: Private Label Coffee andamp; Tea Retail Sales and Share of Total Coffee andamp; Tea Retail Sales, 2007-2011 (in millions $)

Average Unit Price Flattens

Table 4-11: Total Private Label Coffee andamp; Tea Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Tea Sales Gain Share from Coffee

Private Label Ground Coffees

Refrigerated Teas

Canned and Bottled Teas

Whole Coffee Beans

Other Private Label Coffee and Tea Products

Table 4-12: Total Private Label Coffee andamp; Tea Retail Sales, 2007-2011 (in millions $)

Private Label Coffee andamp; Tea Shares by Product Segment

Figure 4-12: Share of Private Label Coffee andamp; Tea Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Private Label Drink Mixes
Figure 4-13: Private Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2007-2011 (in millions $)

Private Label Drink Mixes Unit Sales Decline Through 2011

Table 4-13: Total Private Label Drink Mix Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Private Label Fruit Drinks Lose Ground

Private Label Hot Cocoa Growth Modest

Mixed Results for Other Segments

Table 4-14: Total Private Label Drink Mix Retail Sales, 2007-2011

(in millions $)

Private Label Drink Mix Shares by Product Segment

Figure 4-14: Share of Private Label Drink Mix Category by Product Segment Dollar Sales, 2007 vs. 2011

Private Label Sports andamp; Energy Drinks
Figure 4-15: Private Label Sports andamp; Energy Drink Retail Sales and Share of Total Sports andamp; Energy Drinks Retail Sales, 2007-2011 (in millions $)

Unit Sales Show Negative Growth

Table 4-15: Total Private Label Sports andamp; Energy Drink Retail Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)

Sports and Energy Drink Mixes Have Strongest Growth

Table 4-16: Total Private Label Sports andamp; Energy Drink Retail Sales,2007-2011 (in millions $)

Private Label Sports andamp; Energy Drink Shares by Product Segment

Figure 4-16: Share of Private Label Sports andamp; Energy Drink Category by Product Segment Dollar Sales, 2007 vs. 2011 (percent)

Chapter 5: Competition in the Retail Landscape

Supermarket Share of Overall Grocery Market Has Declined
Table 5-1: Food-At-Home Sales by Type of Outlet, 1993-2010

Pricing Has Been Key to Shift in Market Share

Table 5-2: Average Annual Expenditures and Income of All Consumer Units and Percent Changes, 2008-2010

Private Label Has Important Role
Private Label Proliferation and Consolidation

Table 5-3: Private Label Grocery Brands

Consumers Save Big with Private Label

Table 5-4: Average Percentage Differences in National Brand vs.Private Label Pricing for Selected Food Categories

Private Labels Challenge Weaker Branded Lines

Drugstores Grow Grocery Operations Through Private Label

Table 5-5: Drug Chain Grocery Brands

Dollar Stores Big Winners from Recession

Beyond Price as a Motivation
Back to the Neighborhood

Working Toward Innovation

Millennials Influence Shifts in Retail Landscape

Ethnic Grocery Chains Proliferate

Table 5-6: Selected Asian and Hispanic Supermarket Chains

The Man Aisle

Retail Landscape Will Continue to Change

Private Label Manufacturers Respond to Changing Landscape .
Ralcorp Consolidates

ConAgra Keeps Acquiring

Small Companies Continue to Enter PL Manufacturing Field

Retailers are Private Label Manufacturers, Too

Competitor Profiles

Supervalu: Poster Child for Supermarket Woes

Overview: A Victim of the Recession
Table 5-7: Supervalu Financials, 2007-2011 (in millions)

Private Label Expected to Contribute to Turnaround

Can Supervalu Survive Intact?

Ahold USA
Driving Private Label

Aldi, Inc.
Overview

Costco Wholesale Corporation
Overview

Delhaize America LLC
Overview
Table 5-8: Delhaize America, 2009-2011

Table 5-9: Delhaize America, Stores by Region

Food Lion Transformation

Bottom Dollar to Expand

MyEssentials Private Label to Receive More Promotion

The Kroger Co.
Overview
Table 5-10: Kroger Sales and Earnings, Fiscal 2009-2011 (in $ millions)

Key Role for Private Label at Kroger

Safeway, Inc.
Overview
Table 5-11: Safeway Sales and Earnings, Fiscal 2009-2011 (in $ millions)

“Lifestyle” Transformation Almost Completed

Extensive Private Label Offerings

Table 5-12: Safeway Manufacturing and Food Processing Facilities,2011

Target Corporation
Overview
Table 5-13: Target Sales and Earnings, Fiscal 2009-2011 (in $ millions) .

Table 5-14: Target Sales by Product Category Fiscal 2009-2011

Target's Private Label

Trader Joe’s Co., Inc.
Overview

Walmart Stores, Inc.
Overview
Table 5-15: Walmart Operating Results, 2008-2012

Small Is Beautiful for Walmart

Table 5-16: Walmart Unit Footprints

Private Label Still in the Mix

Whole Foods Market, Inc.

Overview

Food andamp; Beverage Sales

Chapter 6: Private Label Food and Beverage Trends

Private Label Success Is Firm
Performance by Category is Uneven

Table 6-1: Selected Private Label Gainers and Losers 2010-2011

Future Growth Highly Probable
Optimists and Pessimists Alike Focus on Careful Spending

Prices Going Up
Wegmans Price Freeze Defies Drought

Rising Costs, Not Just Lower Incomes

Table 6-2: U.S. Income Data, December 2008-June 2012 (in billions of dollars)

Table 6-3: U.S. Employment Data, 2001-2012 (in millions)

Mutli-Tier Practice Helps with Rising Prices

Price War Heats Up Among Retailers

Price Comparison as Strategy

Is Private Label Hitting a Wall?
Possibility That “Frugal Fatigue” May Become a Game Changer

Expect the Unexpected

Retailers Expanding Multiple Private Label Levels
Table 6-4: Supervalu Food andamp; Beverage Private Label Tiers

Several Price Options for Same Product

Figure 6-1: Multi Level Store Brand and National Brand Fettuccini Price Options

Cardholders Gain Added Value on Private Label

European Model is Being Followed

Niche Private Label Lines

Senior Focus

Expanding Good-for-You Private Label: Going Healthy,Natural and Organic
Walmart Launches “Great For You” Healthy Food Label

Spartan Stores Beat Walmart

Joining the Locavore Movement

Family-Sizes Move to Prepared Foods Arena

Sustainable Packaging: Doing Well by Doing Good
Packaging Important to European Retailer Identity

U.S. Retailers Opting for High Concepts

Increasing Use of Private Label in Promotional Activities
Private Label Promotion Via Social Media

Social Media Especially Useful for Reaching Younger Consumers

Leveraging Employee Input

Co-Branding For Manufacturer Cache

Made-in-USA Label Matters to Consumers

Conflict with Brand Manufacturers
Brand Manufacturers Fighting Back

Private Label Wholesalers Double Down
Wholesalers Consolidating

Chapter 7: Marketing and New Product Activity

Marketing Activity
Private Label Continues To Grow
Purpose of Private Label Marketing

The “Marketing Tax”

Private Label as Marketing Tool for Stores

Intensified Promotion of Private Label Food and Beverage Products

Marketing Dilemma for Retailers

Price Freezes

Increasing Marketing Professionalism

In-Store Advertising and Promotion
Comparison Promotions

Sampling

Private Label Promotions and Loyalty Cards

On Air Advertising and Promotion
Loblaw’s “Recipes to Riches” Participation

Social Media
Table 7-1: Social Media Responses

Twitter Comes On Strong

Entering the Blogosphere

Mobile Media

Promotional Activities
Appealing to Local Interests

Sponsorships, Charities, Local Support
Local Support

School Promotions

Packaging a Key Element

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