As Family Dollar reported slowing same-store sales in its fiscal second quarter, its share of consumable sales continued to climb, driven strongly by its private label products.

Planet Retail U.S. Research Director Sandy Skrovan told a webinar audience Wednesday that value retailers should no longer be considered part of an alternative channel, but as mainstream players.

Dollar General reported strong sales and earnings in 2012, including growing private label penetration that could lead the company higher on the PLB Top 35 list in October.

As Dollar Tree reported strong sales and earnings for its fiscal 2012, CEO Bob Sasser told investors the retailer would be expanding categories in 2013, and he was particularly excited about the products headed to the company’s 4,671 stores later this year.

The founding family of 99 Cents Only Stores has been thrown out by its owners, with retail veteran Richard Anicetti and Michael Fung taking over top executive roles.

Sales of private label food soared in the fiscal first quarter of 2013 for Family Dollar, the company reported last week.

Dollar General marked another strong quarter of earnings by looking ahead to adding 150 private brands in Rexall SKUs in 2013, more than doubling the number of private brand SKUs at the dollar store over the past five years.

Perception Research Services’ second annual shopper research survey released this week shows that grocery purchases are being seen in alternative channels more frequently than ever.

After another knockout quarterly earnings report, Dollar General CEO Rick Dreilling told analysts on a conference call that the company was taking share gains from drug channels first, grocery channels second, and mass merchandisers third.