Data / Categories / Trend Features / Household Products / Tactics / OTC/Healthcare

The Hot List: Non-Food

Forward-trending store brand products to watch

Over 80 segments made the cut for this year’s Hot List for non-food products, with some new items of interest surfacing, and others jockeying up and down through

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August hotlist PLB

Source: IRI, Chicago, Total U.S. Multi-Outlet (Supermarkets, Drugstores, Mass Market Retailers, Military Commissaries and Select Club & Dollar Retail Chains), Latest 52 Weeks Ending December 29, 2013.

the ranks (the PLBuyer Hot List list comprises product subcategories, as determined by IRI, that saw 10 percent or more dollar sales growth over the course of the previous year at supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains for the 52 weeks ending December 29, 2013).

Household Products like laundry detergent continue to gain an audience as shoppers trial store brand products and find that performance and overall quality meet expectations at a lower price point. Last year’s No. 1 product, laundry detergent packets/bars, has dropped to No. 4—but dollar sales have grown nicely from $1.82 million to  $11.31 million. Sales of cloth metal cleaner, at No. 1 on the list, have moderated through 2014, but still remain on the uptick. Diversification of Household Products sets will likely continue to pay dividends.

Cosmetics are a notable category represented in the top 10. Private label lipstick rose from No. 17 to No. 5, significantly growing dollar sales from $684,731 to $3.15 million over the year. Private label foundation also rose in the ranks, up from No. 20 to No. 7, growing from $1.26 million to $5.58 million.

In OTC/Healthcare, insect first aid products rose from No. 38 last year to No. 6 on the current list, growing from $310,404 in dollar sales to $1.18 million. Another standout is home testing kits within IRI’s home health care/kits category—a subcategory that didn’t even appear on last year’s list, now sitting at No. 2, responsible for $3.94 million in dollar sales during 2013 in the wake of 997.71 percent growth.

Elsewhere in the top 10, private label chalk, at No. 9, joins crayons and colored pencils on the list—three product areas that can likely find an audience across nearly every retail channel (with the possible exception of convenience).

While frozen/refrigerated dog food is still a relatively small product area at $374,262 in dollar sales, the premiumization of Pet Products could lend clout to its introduction to the current Hot List—notably at No. 3, with 732.95 percent growth in dollar sales for the year.

Private label blank audio cassettes—apparently a statistical anomaly—have dropped off the radar this year.

The strong performance of some of these non-food product areas during 2013 points the way toward changing shopper perceptions of the products regarding acceptance in terms of private label vs. national brands. Flashlights is a great case-in-point. On last year’s Hot List, private label flashlights came in at No. 33, with $5.6 million in sales (3.06 dollar share) after growth of 32.09 percent in dollar sales over the previous year. This year, flashlights jumped up the ranks to No. 10, now at $15.3 million after growth of 160.86 percent. As long as such non-food goods maintain solid quality rubrics, expect to see private label continue to grab more market share.



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