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Report: National Brands Gain On Private Label in 2012

November 11, 2012
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The latest Times and Trends report from SymphonyIRI Group, titled “Reversal of Fortune: National Brands Pick Up Gains On Private Label,” shows that national brands have gained share on private label in 40 of the 100 largest consumer packaged goods category in the past two years.

In addition, private label unit share slipped slightly in the 52-week period that ended Sept. 9, the second consecutive year that private label unit share has fallen.

Dollar share continued to rise in 2012 in private label, the report shows, climbing 0.1 percent to 14.4 percent in 2012. Unit share fell 0.2 percent to 17.1 percent and is down from 17.4 percent in 2010.

The grocery channel remains the strongest of the private label field, with above average and growing private label shares, the report says. Drugstores and convenience stores, meanwhile, slipped in unit sales.

Grocery accounts for 18 percent private label share in dollar sales and 21.8 percent share in unit sales, up 0.2 percent in dollar sales and 0.1 percent in unit sales.

Drug channel has 16.3 percent dollar share (up 0.2 percent) and 16.6 percent unit share (down 0.1 percent). Convenience is at 1.6 percent dollar share (flat from 2011) and 2.3 percent unit share (down 0.1 percent).

The report concluded with recommendations for retailers and manufacturers on their next step forward.

For retailers, it stressed continually identifying and assessing private label opportunities and threats by managing pricing programs, tailoring offerings at the market level, and supporting private label lines with merchandising.

It also said retailers should refine their private label development strategies, investing in innovation and evaluating the feasibility of multi-tier offerings. Finally, it said retailers should measure and monitor actual results vs. planned results of products by benchmarking products against the CPG offerings and testing them before actual product rollouts.

For manufacturers it suggested similar ideas – identify and assess brand-specific opportunities and risks, refine competitive strategies, and also measure and monitor actual results vs. planned results of product initiatives.

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