- Baby Non-Food Products
- Baking/Cooking Staples
- Household Products
- Kitchen Products
- Paper Products
- Personal Care
- Pet Products
- RESEARCH & AWARDS
Private Label vs. National Brands
Every retail dynamic—dialed down to organization, channel, region, current and aspirational shopper demographics, etc.—has an inherently advantageous mix of private label and national brands in every category. But hitting that sweet spot is rarely a result of happenstance—and it rarely stands still.
Each month, we send out secret shoppers located in various parts of the country to investigate the real-world promotional and merchandising tactics employed by retailers across multiple channels.
April’s 2014 4-week period that closed on April 20 give a fairly complete glimpse of how private label faired during the Easter holiday shopping period.
The playing field for nationally branded and private label retail grocery products has seen a considerable shift in recent years as retailers put more effort into their private label lines, diversifying the types of products offered, getting more involved in the manufacturing process, and sometimes investing in marketing and advertising of private label to varying degrees.
As retailers seek to grow their private label portfolios, gaining a stronger footing in existing categories and breaking new ground with fresh penetration into categories that previously didn’t have any private label representation, they inevitably face ongoing competition with national brands.
Private label dairy products like whole milk and natural shredded cheese remain behemoths of the industry, with options easily found in almost any store.
Baked goods are alive and well in retail, but distinct factors are driving individual segments.
If convenience is a primary theme of private label this year, coffee and tea could easily be main characters.
The first quarter 2014 has come to a close, and the results are in for private label: a strong start to the year.
You’ve likely already noticed that we’ve been busy here at PLBuyer—as I’m sure you’ve also been busy, since the private label industry continues to mature and folks across the board are continually sharpening their private label tactical approaches.