News / Industry News / Retailer News

Report: National Brands Gain On Private Label in 2012

November 11, 2012
/ Print / Reprints /
/ Text Size+

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.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Chris Freeman

You must login or register in order to post a comment.



Image Galleries

April 2014 New Non-Food Products

This month's new non-food products include sunscreen bands, makeup remover, lip balm, jumbo cotton balls, healing ointment, and a shelf-management system for better merchandising.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts


Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo


facebook_40px twitter_40px  youtube_40pxlinkedin_40px