News

Brands Fighting Back, New PL Rollouts in 2011 Surprise PLBuyer Experts

November 8, 2011
/ Print / Reprints /
ShareMore
/ Text Size+
The impact of national brand promotion dollars on private label sales and the speed with which several retailers rolled out new private label lines were among the biggest surprises in the private label world for 2011, say members of PLBuyer’s Editorial Advisory Board.


The impact of national brand promotion dollars on private label sales and the speed with which several retailers rolled out new private label lines were among the biggest surprises in the private label world for 2011, say members of PLBuyer’s Editorial Advisory Board.
 
“I am actually a bit surprised at the penetration impact over the past year-more retailers than I expected grabbed the cash offered by third or fourth brands and de-emphasized PL,” says board member Craig Espelien. “I also believe there has been some spiking of the numbers-artificial inflation of penetration by adding in SKU’s and products that are not truly private label (things like fresh meat).”
 
Board member Chris Durham lists “the reinvention of the Sam’s Club Private Brand portfolio to partially dismantle Members Mark and introduce three new brands; the redesign of 7Select at 7-Eleven; the private label portfolio consolidation and redesign work that is happening at Kroger; and Walmart quietly launched its premium Private Brand World Table and [it] has struggled with in-stock issues leading to customer dissatisfaction,” as his biggest PL surprises of the year.
 
Advancing predictions for 2012, Espelien says he expects the pace of PL packaging redesign to pick up steam, something he had hoped would happen in 2011 but did not, in his opinion. Durham expects to see more premium private label in the new year.
 
More predictions from the PLBuyer editorial board will be available in the December issue of PLBuyer and on PrivateLabelBuyer.com.
 

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

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

Multimedia

Videos

Image Galleries

July 2014 New Food Products

This month’s new food products include coffee, energy bars, healthy pizza for kids, specialty sauces, Greek yogurt dip, gelato, puffed grain snacks, snack seasonings, and much more.

Podcasts

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 July 2014 cover

July 2014

The July 2014 issue of Private Label Buyer includes articles on changing retail dynamics as well as category insights on store brand cosmetics and paper products. Check it out today!

Table Of Contents Subscribe

Innovation

Which private label category is currently seeing the most innovation?
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.

PLB Marketplace

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px