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Retailers Enhance Better-for-You Private Label Offerings

February 22, 2010
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A recent NielsenWire post by Tom Pirovano, The Nielsen Co.’s director of industry insights, highlighted efforts by retailers to introduce more better-for-you private label offerings.


A recent NielsenWire post by Tom Pirovano, The Nielsen Co.’s director of industry insights, highlighted efforts by retailers to introduce more better-for-you private label offerings. In fact, he reported, "Store brands now comprise almost 40 percent of products with preservative claims, one-fourth of organic product sales and nearly one-fifth of all products with natural and fat claims in food/drug/mass merchandise retailers."

However, he continued, store brand development lags in terms of products with newer, less-established claims such as "free of high fructose corn syrup," as many retailers wait to see whether the claim has legs or is merely a short-term trend.

According to data compiled by New York-based Nielsen, the fastest-growing health and wellness claims among store brands last year included GMO-free (+67 percent from 2008 to 2009), gluten-free (+62 percent), absence of a specific fat (+53 percent), lowers cholesterol (+45 percent), contains probiotics (+39 percent), contains calcium (+29 percent), carb-conscious (+29 percent), no MSG (+29 percent), omega claim (+29 percent) and free of high fructose corn syrup (+28 percent).

For more information or to read the post in its entirety, go to http://blog.nielsen.com/nielsenwire/consumer.

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