Private Label Buyer
Merchandising Report - Beverages

Satisfying Customers’ Thirst For More

October 12, 2012

Each month, PLBuyer brings you a different Merchandising Report, which will give you a snapshot of private label ads and key facts for a particular category or product segment.

This issue looks at what is happening in beverages.

See the various beverages that A&P, Aldi, Fresh Market and Kroger were featuring in their ad circulars during August.

Also, scan some key facts on the beverages category.

These monthly reports are compiled with data supplied by Chicago-based research firm Market Track, and Mintel International Group, Ltd.

Featured beverages

A&P ad

A&P was featuring its America’s Choice 2-liter soda varieties for
5 for $4 with its loyalty card in late August.


Aldi ad

Aldi was featuring its PurAqua bottled purified water for
$2.29 for 24, 16.9 oz. bottles in late August.

Fresh Market ad

Fresh Market was featuring its Western Family orange juice for $1.99 for a 64 oz.
container in early August.

Kroger ad

Kroger was featuring its Kroger half-gallon orange juice for three for
$5 with its loyalty card in mid-August.

Beverage Facts

U.S. MARKET SIZE: Private label beverage sales were expected to reach $11.2 billion in 2011, a gain of 5 percent from 2009.

GROWTH PROSPECTS: Private label beverage sales are expected to rise between 4 percent and 5 percent annually through 2016, reaching $14.2 billion in 2016.

WHERE IT SELLS: Supermarkets are the dominant place for private label beverage sales, with FDMx sales accounting for 94.2 percent of the market. Supermarket growth slowed in 2010 and 2011, though, while other channels, particularly drug chains, saw growth increase over that period.