Get more info on this report!Private Label Food and Beverages in the U.S.August 1, 2010Private-label products continue to ...
Packaged Facts estimates supermarkets and grocery stores accounted for 59% of allfood and beverage sales in 2009 with ware...
New York, July 29, 2010 — Specialty food retailers, such as Trader Joe¡¯s and WholeFoods, have capitalized on renewed cons...
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,publishes market intelligence on a wide range of c...
Consumers ¢¾ Private Label     Recession a Major Driver for Private Label Adoption     Consumer Value Shift     Young Inte...
Center Store      Frozen Food      Dairy Food      Refrigerated Food      Bakery Products      Meats, Poultry and Seafood ...
Figure 2-6 Share of Total Beverage Market by Private-Label and National Brand      Retail Dollar Sales, 2005 versus 2009 (...
Table 3-2 Total Private-Label Food Retail Sales by Category, 2005-2009 (in      millions $)      Meat, Poultry, SeafoodPri...
Table 3-13 Total Private-Label Candy & Gum Retail Dollar and Unit Sales and      Average Price per Unit, 2005-2009 (in mil...
Table 3-24 Total Private-Label Natural Cheese Retail Dollar and Unit Sales and      Average Price per Unit, 2005-2009 (in ...
Sweet Bakery Food      Table 3-36 Total Private-Label Non-Sweet Bakery Food Retail Dollar and Unit      Sales and Average ...
Private-Label Milk Prices Show Volatility      Table 4-3 Total Private-Label Dairy Beverage Retail Sales and Average Price...
Table 4-9 Total Private-Label Carbonated Beverage Retail Sales and Average      Price per Unit, 2005-2009 (in millions $, ...
Private-Label Energy Drinks All Fueled Up      Table 4-16 Total Private-Label Sports & Energy Drink Retail Sales, 2005-200...
Costco Wholesale Corporation      Overview      Food & Beverage SalesDelhaize America LLC      Overview      Food & Bevera...
Table 6-2 Average Price per Unit for Food & Beverage: National Brand versus      Private Label, 2008-2009 ($)      Consume...
Alternative Media Strategies Emerging      Social Networks      Figure 7-1 Selected Retailers Facebook Fanbase, April 2010...
Table 8-1 Percentage of U.S. Adults Who Most Often Use Private Label: Top 20Food and Beverage Categories, 2005-2009Stronge...
Table 8-16 Private-Label User Demographics Focus: Non-Carbonated Bottled      Spring Water, 2009 (U.S. adults indices)Priv...
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Private Label Food and Beverages in the U.S.

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Private Label Food and Beverages in the U.S.

  1. 1. Get more info on this report!Private Label Food and Beverages in the U.S.August 1, 2010Private-label products continue to win the hearts, minds and shopping carts ofconsumers away from their old brand favorites. Retailers have heavily invested indeveloping high quality private-label foods and beverages, particularly in center store,with equally high quality packaging and marketing plans—plans that rival and oftensurpass national brands. Consumer response has been overwhelmingly positive withnear total penetration for private-label purchasing in American households (The averageAmerican kitchen holds 20 ore more private label products), further dispelling the cheapand generic store-brand stigma.Consumer acceptance of private label was also seen in market growth as total dollarsales of private-label food and beverage products grew at twice the rate of nationalbrand food and beverage during the 2005-2009 period. At one time, private-labelproducts accounted for a small share of the overall market. However, that is no longerthe case with many retailers claiming penetration rates of 25% or more of total sales.This second edition of Private Label Food & Beverage in The U.S. analyzes the U.S.market for foods and beverages sold under the proprietary labels of retailers, referred toin the trade as private-label or store-brand products. The primary focus is on the mass-market products sold through supermarkets, big box, warehouse clubs, and massmerchandisers, but the report also examines trends affecting other food and beverageretailers, including convenience stores, drugstores, health and natural food stores.Included are estimates of total dollar sales, unit sales and average prices per unit for the2005-2009 period along with forecasts for growth through 2014.Additional InformationMarket Insights: A Selection From The ReportChannel Sales of Food & Beverage
  2. 2. Packaged Facts estimates supermarkets and grocery stores accounted for 59% of allfood and beverage sales in 2009 with warehouse clubs and supercenters togetheraccounting for 20%. These two categories make up not only the bulk of all food andbeverage sales, but also private label food and beverage products. In general,supermarkets and grocery stores have lost market share since 2005 falling from 62% ofthe market. Meanwhile supercenters and warehouse clubs showed a gain of aboutthree percentage points from the 2005 level of 17%.Convenience stores, including those with gas stations accounted for five percent of totalfood and beverage retail sales, down from seven percent in 2005. Meanwhile food andbeverage sales through drugstores pushed the channels market share up 0.5percentage points to nearly two percent of the total retail market in 2009.Level of Price-Consciousness Has Not ChangedA survey of private-label consumers using data compiled by Simmons Market ResearchBureau for a basket of typical foods (bagels, crackers, orange juice, ice cream, peanutbutter, or rice/rice dishes) with typical private-label preference rates provides a basis forsome general observations about the private-label mindset. In the 2006 edition of thisreport, Packaged Facts noted that private-label shoppers were price-conscious butattitudes were shifting. The data reflected a growing interest in quality. In 2006,expressed negatively, private-label shoppers were 10% (index of 90) less likely thanadults on average to believe that price wasn’t the most important factor to purchases.This was a slight shift from 2004 when 13% were less likely (index of 87) than adults onaverage to believe that price isn’t the most important factor to purchases. By 2009,consumer mindsets have been little influenced by the recession in this regard. Now,private-label shoppers are nine percent (index of 91) less likely than adults on averageto believe that price isn’t the most important factor to purchases—a mere one-pointdifference from 2006. However, expect these indexes to rise more aggressively post-recession, especially as private label quality continues to improve and shoppersbecome less price-focused.Private-Label Food Prices Grow 5%The average price per unit increased the most in 2008, up eight percent from the 2007level of $1.83 per unit to $1.98 per unit. National brands also posted the highest priceper unit increase in 2008, but at a lower rate of 6.5% to reach $2.24. In all, the averageprice per unit for private-label foods grew at a CAGR of nearly five percent during the2005-2009 period. By comparison, national brands posted annual growth for averageunit prices at four percent to reach $2.31. In all, Packaged Facts estimates the averageprice per unit for all food products grew at four percent CAGR to reach $2.25 per unit. Traditional Grocery Stores Losing Market Share to Specialty Retailers in Private Label Food and Beverage Market, Report Finds
  3. 3. New York, July 29, 2010 — Specialty food retailers, such as Trader Joe¡¯s and WholeFoods, have capitalized on renewed consumer interest in and acceptance of privatelabel foods and enjoyed greater growth in store brand product sales between 2005 and2009 than traditional supermarkets, according to Private Label Food and Beverage inthe U.S. by market research publisher Packaged Facts.Packaged Facts estimates private-label food and beverage dollar sales totaled $87billion in 2009, to account for 17% of total food and beverage retail sales in the UnitedStates. Dollar sales rose 6% over the 2008 level of $82 billion, driven primarily by a 7%increase in the food market. Private-label beverage sales rose less than 1%. Privatelabel¡¯s penetration rate was at 14% of total food and beverage retail sales in thebeginning of the 2005-2009 period, but began to rise in 2007 as the economy showedsigns of slowing. Hitting 15% in 2007 set the stage for a jump in 2008 as the penetrationrate grew to 16%.The report found that traditional supermarkets and grocery stores are losing marketshare to alternative stores. Growth among traditional food and beverage retailers wasmodest at a compound annual growth rate (CAGR) of 4% between 2005 and 2009.Perhaps most notable was the growth in specialty food stores Whole Foods and TraderJoe¡¯s, which grew at a CAGR of 14% during the 2005-2009 period. Supercenter storessuch as Walmart and Target also witnessed high growth at a CAGR of 9%. Club stores,such as BJ¡¯s Wholesale, Costco, and Sam¡¯s Club grew slightly better than the meanat a CAGR of 6%. At the low end, discount supermarkets, including SuperValu, Aldi,and dollar store Dollar General saw food and beverage sales actually decline in 2009from the level seen in 2008. Still the group managed to eke out a small five-year gaingrowing at a CAGR of 2%.¡°Private-label food and beverage have eclipsed their ignoble past of no name andgeneric products with the development of new flavor varieties, enhanced productpackaging and different pack sizes, and the emergence of premium lines,¡± says DonMontuori, publisher of Packaged Facts. ¡°Plus private labels entered into new territorywhere the additional power of the retailer name and its inherent benefits are aidingprivate labels to emerge as brand name. Store reputation alone may be the driving forcein the success of chains such as Trader Joes and Whole Food Markets in attractingmore affluent consumers to the category.¡±Private Label Food & Beverage in the U.S., from Packaged Facts, analyzes the U.S.market for foods and beverages sold under the proprietary labels of retailers, referred toin the trade as private-label or store-brand products. The primary focus is on the mass-market products sold through supermarkets, big box, warehouse clubs, and massmerchandisers, but the report also examines trends affecting other food and beverageretailers, including convenience stores, drugstores, health and natural food stores.Included are estimates of total dollar sales, unit sales and average prices per unit for the2005-2009 period along with forecasts for growth through 2014.
  4. 4. About Packaged Facts - Packaged Facts, a division of MarketResearch.com,publishes market intelligence on a wide range of consumer market topics, includingconsumer goods and retailing, foods and beverages, demographics, pet products andservices, and financial products. Packaged Facts also offers a full range of customresearch services.Table of ContentsChapter 1: Executive Summary Scope of Report Methodology Two Markets: Foods and Beverages Food Market Center Store Frozen Food Dairy Food Refrigerated Food Bakery Products Meats, Poultry and Seafood Beverage MarketPrivate-Label Food & Beverage Market Size and Growth Total Private-Label Food & Beverage Market Near $87 Billion Figure 1-1 Private-Label Food & Beverage Retail Sales and Share of Total Food & Beverage Retail Sales, 2005-2009 (in billions $) Private-Label Food Grows to $69.4 Billion Table 1-1 Total Private-Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Private-Label Beverages Near $18 Billion Table 1-2 Total Private-Label Beverage Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Total Private-Label Food & Beverage to Reach $113 billion Figure 1-2 Forecast of Private-Label Food & Beverage Retail Dollar Sales and Share of Total Food & Beverage Retail Dollar Sales, 2009-2014 (in billions $)Competitive Retail Landscape Retail Environment Still Fragmented But Less So Top Food & Beverage Market Competitors Table 1-3 Top 20 Food & Beverage Retailers by Food & Beverage Dollar Sales, 2005-2009 (in millions $) Channel Sales of Food & Beverage Figure 1-3 Food & Beverage Channel Shares by Food & Beverage Dollar Sales, 2005-2009 (%) Alternative Formats Gaining Share Table 1-4 Retail Store Type Food & Beverage Dollar Sales Among Top 20 Food & Beverage Retailers, 2005-2009 (in millions $)
  5. 5. Consumers ¢¾ Private Label Recession a Major Driver for Private Label Adoption Consumer Value Shift Young Interested in Private Label Consumer Not Expected to Fully Return to Brands Post-Recession Retailer Power Gives a Boost Quality Quotient Quality Important to Consumers Retailers Move Away from Also-Ran Strategy Retailer Blitzkrieg: Declutter and Takeover Shelves Focus Away from Premium to Value Tiers Meaningless and/or Confusing to Consumer Pricing May Be Next Tactical Decision Recession Saw Renewed Focus on Pricing Strategies and Tactics The Biggest Media Spender is¡¦Walmart Table 1-5 Advertising Spend for Selected Top Food and Beverage Retailers, 2007-2009 (in millions $) Major National Brands Promise Greater Spend Private Label Only One Part of Improving Total Experience Bundling and Recipes Alternative Media Strategies Emerging Technology Enhancing Old School Programs Product Placement Opportunities Abound Opportunities in Licensing Cause Marketing Good Fit with Private-Label Grocery Private-Label Introductions Continue to Grow Table 1-6 Private-Label Food and Beverage Product Introductions vs. Total Food and Beverage Introductions, 2005-2009 Private-Label Categories Move From Snack Time to Meal Time A Trinity: Convenience, Health, and PremiumThe Consumer Level of Price-Consciousness Has Not Changed Private-Label Usage Preference Rates by 2009 Top 20 Categories Table 1-7 Percentage of U.S. Adults Who Most Often Use Private Label: Top 20 Food and Beverage Categories, 2009 Strongest and Weakest Private Label Categories by 5-Year Point Change Table 1-8 Year over Year Penetration of Selected Private Label Product Categories, by Strongest Percentage Point Change, 2005-2009 Walmart and Supermarkets Preferred Most Overall Supermarkets Think about Courting Younger Consumers, C-Stores Suburban FamiliesChapter 2: Overall Private-Label Food & Beverage Market Scope of Report Methodology Two Markets: Foods and Beverages Food Market
  6. 6. Center Store Frozen Food Dairy Food Refrigerated Food Bakery Products Meats, Poultry and Seafood Beverage MarketPrivate-Label Food & Beverage Market Size and Growth Total Private-Label Food & Beverage Market Near $87 Billion Figure 2-1 Private-Label Food & Beverage Retail Sales and Share of Total Food & Beverage Retail Sales, 2005-2009 (in billions $) Penetration within Food, Drug & Mass-Market Channels Private-Label Food & Beverage versus Total Market Total Food & Beverage Shows Growth at Half of Private Label Table 2-1 Private Label Food & Beverage Retail Sales versus Total Food & Beverage Retail Sales, 2005-2009 (in millions $) Private-Label Food versus Private-Label Beverage Figure 2-2 Share of Private Label Market by Food and Beverage Dollar Sales, 2005 versus 2009 (%) Private-Label Food Sales versus Beverage In 2009, Beverage Growth Slows with Lower Milk Prices Center Store Drives 2009 Food Sales Table 2-2 Total Private-Label Food Retail Dollar Sales versus Private Label Beverage Retail Dollar Sales, 2005-2009 (in millions $) Private-Label Food versus Branded Food Figure 2-3 Share of Total Food Market by Private-Label and National Brand Retail Dollar Sales. 2005 versus 2009 (%) National Brand Food Struggles in 2008 and 2009 Table 2-3 Private Label Food Retail Sales versus National Brand Food Retail Sales, 2005-2009 (in millions $) Private-Label Food Unit Sales Figure 2-4 Private-Label Food Retail Unit Sales and Average Price per Unit, 2005-2009 (in billions $) Private-Label Food Unit Sales Growth at 4% National Brand Unit Sales Decline 3% in 2009 Table 2-4 Private Label Food Retail Unit Sales versus National Brand Food Retail Unit Sales, 2005-2009 (in millions units) Private-Label Food Average Price per Unit Figure 2-5 Private-Label Food Average Unit Price and Average Unit Price Discount to National Brands, 2005-2009 ($, %) Private-Label Food Prices Grow 5% Center Store Price Increases the Most for Private Label Bakery, Center Store Foods Lead National Brand Price Increases Table 2-5 Private Label Food Retail Average Price per Unit versus National Brand Food Retail Average Price per Unit, 2005-2009 (in $) Private-Label Beverages versus National Brand Beverages
  7. 7. Figure 2-6 Share of Total Beverage Market by Private-Label and National Brand Retail Dollar Sales, 2005 versus 2009 (%) National Brand Beverages Decline in 2009 National Brand Beverages Growth Led by Coffee & Tea, Energy Drinks Table 2-6 Private Label Beverage Retail Sales versus National Brand Beverage Retail Sales, 2005-2009 (in millions $) Private Label Beverage Unit Sales Figure 2-7 Private Label Beverage Retail Unit Sales and Average Price per Unit, 2005-2009 (in billions $) National Brand Unit Sales Declines Give Up to Private Label Carbonated Beverages Lose Out to Sports Drinks, Bottled Water Table 2-7 Private-Label Beverage Retail Unit Sales versus National Brand Beverage Retail Unit Sales, 2005-2009 (in millions units) Private-Label Beverage Average Price per Unit Figure 2-8 Private-Label Beverage Average Unit Price and Average Unit Price Discount to National Brands, 2005-2009 ($,%) Private Label Beverage Unit Prices Show Volatility Private-Label Drink Mixes, Bottled Water Lead Price per Unit Increases Table 2-8 Private-Label Beverage Retail Average Price per Unit versus Branded Retail Beverage Average Price per Unit, 2005-2009 (in $)Private-Label Food & Beverage Market Forecast Total Private-Label Food & Beverage to Reach $113 billion Figure 2-9 Forecast of Private-Label Food & Beverage Retail Dollar Sales and Share of Total Food & Beverage Retail Dollar Sales, 2005-2009 (in billions $) Table 2-9 Forecast of Private-Label Food & Beverage Retail Dollar Sales versus Total Food & Beverage Retail Dollar Sales, 2009-2014 (in millions $) Table 2-10 Forecast of Total Private-Label Food Retail Dollar Sales versus Private Label Beverage Retail Dollar Sales, 2009-2014 (in millions $) Looking Ahead Simplify, Simplify, Simplify Better Store Banner, Brand Connection In Search of Private-Label, National Brand EquilibriumChapter 3: The Private-Label Food Market Private-Label Food Grows to $69.4 Billion Figure 3-1 Private-Label Food Retail Sales and Share of Total Food Retail Sales, 2005-2009 (in billions $) Slow Economy Boosts Private Label Food Sales Table 3-1 Total Private-Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Private-Label Food Sales by Store Department Center Store Frozen Foods Dairy Food Refrigerated Food Bakery Products
  8. 8. Table 3-2 Total Private-Label Food Retail Sales by Category, 2005-2009 (in millions $) Meat, Poultry, SeafoodPrivate-Label Food Shares by Category Figure 3-2 Share of Private-Label Food Market by Category Dollar Sales, 2005 versus 2009 (%) Private-Label Center Store Foods Figure 3-3 Private-Label Center Store Food Retail Sales and Share of Total Center Store Food Retail Sales, 2005-2009 (in millions $) 2008 a Banner Year for Private-Label Center Store Table 3-3 Total Private-Label Center Store Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) National Brands at Center Store Private-Label Center Store Products Segments Figure 3-4 Share of Private-Label Center Store Food Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Snacks Table 3-4 Total Private-Label Snack Retail Dollar and Unit Sales and Average Price per Unit 2005-2009, (in millions $) Condiments, Sauces, Spices & Spreads Table 3-5 Total Private-Label Condiments, Sauces, Spices & Spreads Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Baking & Cooking Products Table 3-6 Total Private-Label Baking & Cooking Products Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Dinners & Side Dishes Table 3-7 Total Private-Label Dinners & Side Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Vegetables, Tomato Products & Beans (Canned & Dried) Table 3-8 Total Private-Label Vegetables, Tomato Products & Beans (Canned & Dried) Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Breakfast Foods Table 3-9 Total Private-Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Shelf-Stable Meats & Seafood Table 3-10 Total Private-Label Shelf-Stable Meats & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Fruit (Canned, Bottled, Dried) Table 3-11 Total Private-Label Fruit (Canned, Bottled, Dried) Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Ethnic Foods Table 3-12 Total Private-Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Candy & Gum
  9. 9. Table 3-13 Total Private-Label Candy & Gum Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Baby Foods Table 3-14 Total Private-Label Baby Foods Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Private-Label Frozen Foods Figure 3-5 Private-Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales, 2005-2009 (in millions $) Private-Label Frozen Foods Sees Growth on Unit, Price Increases Table 3-15 Total Private-Label Frozen Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Private-Label Frozen Food Product Segments Figure 3-6 Share of Private-Label Frozen Food Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Frozen Meat, Poultry & Seafood Table 3-16 Total Private-Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Frozen Desserts Table 3-17 Total Private-Label Frozen Desserts Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Frozen Vegetables Table 3-18 Total Private-Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Frozen Dishes Table 3-19 Total Private-Label Frozen Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Frozen Breakfast Foods & All Other Products Table 3-20 Total Private-Label Frozen Breakfast Foods & All Other Frozen Product Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Frozen Fruit Table 3-21 Total Private-Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Private-Label Dairy Foods Figure 3-7 Private-Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales, 2005-2009 (in millions $) Dairy Foods Show Volatile Growth Table 3-22 Total Private-Label Dairy Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Private-Label Dairy Food Product Segments Figure 3-8 Share of Private-Label Dairy Food Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Eggs Table 3-23 Total Private-Label Eggs Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Natural Cheese
  10. 10. Table 3-24 Total Private-Label Natural Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Cultured Dairy Table 3-25 Total Private-Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Butter & Butter Substitutes Table 3-26 Total Private-Label Butter & Butter Substitute Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Processed Cheese Table 3-27 Total Private-Label Processed Cheese Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) All Other Dairy Foods Table 3-28 Total Private-Label All Other Dairy Foods Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Private-Label Refrigerated Foods Figure 3-9 Private-Label Refrigerated Food Retail Sales and Share of Total Refrigerated Food Retail Sales, 2005-2009 (in millions $) More Modest Growth for Refrigerated Private Labels Table 3-29 Total Private-Label Refrigerated Food Retail Dollar and Unit Sales and Average Price per Unit. 2005-2009 (in millions $) Private-Label Refrigerated Food Product Segment Figure 3-10 Share of Private-Label Refrigerated Food Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Private-Label Refrigerated Dishes Top $3.6 Billion Table 3-30 Total Private-Label Refrigerated Dishes Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Lunchmeats See Growth from Price Increases Table 3-31 Total Private-Label Lunchmeats Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Table 3-32 Total Private-Label Dough & Baked Goods Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Table 3-33 Total Private-Label All Other Refrigerated Products Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Private-Label Bakery Foods Figure 3-11 Private-Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales, 2005-2009 (in millions $) Dollar Sales Higher, Unit Sales Lower Table 3-34 Total Private-Label Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) National Brands Static Private-Label Bakery Food Product Segments Figure 3-12 Share of Private-Label Bakery Food Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Non-Sweet Bakery Food Table 3-35 Total Private-Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)
  11. 11. Sweet Bakery Food Table 3-36 Total Private-Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Private-Label Meats, Poultry & Seafood Figure 3-13 Private-Label Meats, Poultry & Seafood Retail Sales and Share of Total Meats, Poultry & Seafood Retail Sales, 2005-2009 (in millions $) Private-Label Meat Growth Hits 9% Table 3-37 Total Private-Label Retail Meats, Poultry & Seafood Sales, 2005- 2009 (in millions $) Private-Label Meat, Poultry & Seafood Product Segments Figure 3-14 Share of Private-Label Meats, Poultry & Seafood Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Fresh Meat & Poultry Table 3-38 Total Private-Label Fresh Meats & Poultry Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Breakfast Meats Table 3-39 Total Private-Label Breakfast Meats Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $) Processed Dinner Meat Table 3-40 Total Private Label Processed Dinner Meat Retail Sales, 2005-2009 (in millions $) Fresh Seafood Table 3-41 Total Private-Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per Unit, 2005-2009 (in millions $)Chapter 4: The Private-Label Beverage Market Private-Label Beverages Near $18 Billion Figure 4-1 Private-Label Beverage Retail Sales and Share of Total Beverage Retail Sales, 2005-2009 (in billions $) Slower Growth Despite Slow Economy Table 4-1 Total Private-Label Beverage Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Private-Label Beverage Category Sales Private-Label Dairy Beverages Show Slight Decline Private-Label Juices Show Slight Increase Private-Label Bottled Water Growth Slows Table 4-2 Total Private-Label Beverage Retail Sales by Category, 2005-2009 (in millions $) Private-Label Coffee & Tea Nearing $1 Billion Private-Label Drink Mixes Top $200 Million Private-Label Sports & Energy Drinks Get Hit by Recession Private-Label Beverage Shares by Category Figure 4-2 Share of Private-Label Beverage Market by Category Dollar Sales, 2005 versus 2009 (%)Private-Label Dairy Beverages Figure 4-3 Private-Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage Retail Sales, 2005-2009 (in millions $)
  12. 12. Private-Label Milk Prices Show Volatility Table 4-3 Total Private-Label Dairy Beverage Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Private-Label Milk Declines on Lower Prices Private-Label Cultured Dairy, Milk Substitutes on the Rise Table 4-4 Total Private-Label Dairy Beverage Retail Sales, 2005-2009 (in millions $) Other Private-Label Dairy ¡°Beverages¡± Show Mixed Growth Private-Label Dairy Beverage Shares by Product Segment Figure 4-4 Share of Private-Label Dairy Beverage Category by Product Segment Dollar Sales, 2005 versus 2009 (%) Private-Label Non-Milk Beverages Growing in ImportancePrivate-Label Fruit & Vegetable Juices Figure 4-5 Private-Label Fruit & Vegetable Juice Retail Sales and Share of Total Fruit & Vegetable Juice Retail Sales, 2005-2009 (in millions $) Private-Label Juices Show Slow Unit Growth Table 4-5 Total Private-Label Fruit & Vegetable Juice Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) A Plethora of Juice Product Segments Refrigerated Orange Juice Consumers Shift to Private Label Private-Label Frozen Orange Juice Decline Slows in Recession Recessionary Effect on Frozen versus Refrigerated Orange Juice Other Leading Private Label Juices Private-Label Tomato/Vegetable Juice Captures Major Share Table 4-6 Total Private-Label Fruit & Vegetable Juice Retail Sales, 2005-2009 (in millions $) Private-Label Fruit & Vegetable Juice Shares by Product Segment Figure 4-6 Share of Private-Label Fruit & Vegetable Juice Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Private-Label Bottled Water Figure 4-7 Private-Label Bottled Water Retail Sales and Share of Total Bottled Water Retail Sales, 2005-2009 (in millions $) Private-Label Bottled Water Growth Slows in Recession Table 4-7 Total Private-Label Bottled Water Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Private-Label Convenience/Pet Still Water Growth Accelerates Table 4-8 Total Private-Label Bottled Water Retail Sales, 2005-2009 (in millions $) Private-Label Bottled Water Shares by Product Segment Figure 4-8 Share of Private-Label Bottled Water Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Private-Label Carbonated Beverages Soft Drinks Get a Breather Figure 4-9 Private-Label Carbonated Beverage Retail Sales and Share of Total Carbonated Beverage Retail Sales, 2005-2009 (in millions $)
  13. 13. Table 4-9 Total Private-Label Carbonated Beverage Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Regular Soft Drinks See Growth from Private Label Table 4-10 Total Private-Label Carbonated Beverage Retail Sales, 2005-2009 (in millions $) Private-Label Carbonated Beverage Shares by Product Segment Figure 4-10 Share of Private-Label Carbonated Beverage Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Private-Label Coffee & Tea Figure 4-11 Private-Label Coffee & Tea Retail Sales and Share of Total Coffee & Tea Retail Sales, 2005-2009 (in millions $) Private-Label Coffee & Tea Shows Slow Growth Before Recession Recession Provides a Rebound Table 4-11 Total Private-Label Coffee & Tea Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Coffee versus Tea Private-Label Ground Coffees Private-Label Whole Coffee Beans Private-Label Refrigerated, Canned and Bottled Teas Other Private-Label Coffee and Tea Products Table 4-12 Total Private-Label Coffee & Tea Retail Sales, 2005-2009 (in millions $) Private-Label Coffee & Tea Shares by Product Segment Figure 4-12 Share of Private-Label Coffee & Tea Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Private-Label Drink Mixes Figure 4-13 Private-Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2005-2009 (in millions $) Private-Label Drink Mixes Rise on Price Increases, Unit Sales Decline in 2009 Table 4-13 Total Private-Label Drink Mix Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Private-Label Fruit Drinks Set the Pace Private-Label Hot Cocoa Growth Modest Table 4-14 Total Private-Label Drink Mix Retail Sales, 2005-2009 (in millions $) Private-Label Drink Mix Shares by Product Segment Figure 4-14 Share of Private-Label Drink Mix Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Private-Label Sports & Energy Drinks Figure 4-15 Private-Label Sports & Energy Drink Retail Sales and Share of Total Sports & Energy Drinks Retail Sales, 2005-2009 (in millions $) Sports & Energy Drinks Sport Lowest Private-Label Penetration Non-Typical Private Label Behavior Private Label Growth Amplified versus National Brands Table 4-15 Total Private-Label Sports & Energy Drink Retail Sales and Average Price per Unit, 2005-2009 (in millions $, millions units) Private-Label Sports Drinks Show Modest Dollar Growth, Unit Sales Declines
  14. 14. Private-Label Energy Drinks All Fueled Up Table 4-16 Total Private-Label Sports & Energy Drink Retail Sales, 2005-2009 (in millions $) Private-Label Sports & Energy Drink Shares by Product Segment Figure 4-16 Share of Private-Label Sports & Energy Drink Category by Product Segment Dollar Sales, 2005 versus 2009 (%)Chapter 5: Competitive Retail Landscape A History of Upgrading Alternative Store Formats Drove Private-Label Adoption Store Format Variety and Channel Crossover Increased An Extensive Competitive Landscape Table 5-1 Duane Reade New Product Introductions, Past Six Months, July 2010 Recession Hits Again, But Private Label Prepared Retail Environment Still Fragmented But Less So Retailer Consolidation and New Store Development Wanes Drugstores & Convenience Stores Stepping in for Mom and Pop Opportunity to Dominant Leaderless Categories Drugstores Fight Back as Retail Lines Blur Costco Private-label Penetration Highest of Club Stores Point and Click Grocery List FreshDirect an Interesting Model Selling Outside of Retail Establishment Differentiation a Major Priority in the Retail Clutter Top Food & Beverage Market Competitors¡¦ Table 5-2 Top 20 Food & Beverage Retailers by Food & Beverage Dollar Sales, 2005-2009 (in millions $) Figure 5-1 Top 10 Food & Beverage Retailer Shares by Food & Beverage Dollar Sales, 2005-2009 (%) Channel Sales of Food & Beverage Figure 5-2 Food & Beverage Channel Shares by Food & Beverage Dollar Sales, 2005-2009 (%) Alternative Formats Gaining Share Table 5-3 Retail Store Type Food & Beverage Dollar Sales Among Top 20 Food & Beverage Retailers, 2005-2009 (in millions $) National Chains Capture Share at Expense of Smaller Retailers Figure 5-3 Retail Channel Type Market Shares Among Top 20 Food & Beverage Retailers by Food & Beverage Dollar Sales, 2005-2009 (%) Figure 5-4 Retail Channel Type Market Shares by Food & Beverage Dollar Sales: Top 20 Food & Beverage Retailers versus All Other Food & beverage Retailers, 2005-2009 (%)Competitor ProfilesAldi, Inc. Overview Food & Beverage Sales New Product Introductions
  15. 15. Costco Wholesale Corporation Overview Food & Beverage SalesDelhaize America LLC Overview Food & Beverage SalesThe Kroger Co Overview Food & Beverage Sales New Product IntroductionsSafeway, Inc Overview Food & Beverage Sales Supervalu Inc. Overview Food & Beverage Sales New Product Introductions Table 5-4 Supervalu New Product Introductions, Past Six Months, July 2010Target Corporation Overview Food & Beverage Sales New Product Introductions Table 5-5 Target New Product Introductions, Past Six Months, July 2010Trader Joe¡¯s Co Inc Overview Food & Beverage Sales New Product Introductions Table 5-6 Traders Joe¡¯s New Product Introductions, Past Six Months, July 2010Wal-Mart Stores, Inc. Overview Food & Beverage Sales New Product Introductions Table 5-7 Walmart New Product Introductions, Past Six Months, July 2010Whole Foods Market, Inc Overview Food & Beverage SalesChapter 6: Private Label Food and Beverage Trends Consumers ¢¾ Private Label Challenging Time For National Brands Economic Bane is Private Label Boom Figure 6-1 Disposable Personal Income and Total Employment versus Private- Label Food and Beverage Sales and Total Food and Beverage Sales, 2005-2009 Recession a Major Driver for Private Label Adoption Average Cart Costs Fluctuate By City, But Savings Clear Table 6-1 Grocery Cart Averages by Category and Major City, 2009
  16. 16. Table 6-2 Average Price per Unit for Food & Beverage: National Brand versus Private Label, 2008-2009 ($) Consumer Value Shift Young Interested in Private Label Cooking in More, Dining Out Less Consumer Not Expected to Fully Return to Brands Post-Recession Retailer Power Gives a Boost Center Store Innovations and Offerings a Greater Driver Table 6-3 Top Private Label Dry Goods Percentage Gainers with $100 Million or More in 2009 Dollar Sales, 2008-2009 (in millions $) Better Positioned for Future Growth Quality Quotient Consumer Report Study Highlights Quality Quality Important to Consumers Table 6-4 Demographic Characteristics of Consumers who Agree with the Statement: I Won¡¯t Buy Private Label Food And Beverage Products Unless They Are Of Comparable Quality To National Brands, 2010 (index) Table 6-5 Demographic Characteristics of Consumers who Agree with the Statement: When I Buy Private Label Food And Beverage Products, Price Savings Are More Important To Me Than Product Quality, 2010 (index) Retailers Move Away from Also-Ran Strategy Retailer Blitzkrieg: Declutter and Takeover Shelves Private-Label Differentiation Through Segmentation Focus Away from Premium to Value Tiers Meaningless and/or Confusing to Consumer Pricing May Be Next Tactical Decision Pricing Conundrum Navigating Complex and Strained RelationshipsChapter 7: Marketing and New Product Activity The Evolution of Private-Label Marketing Recession Saw Renewed Focus on Pricing Strategies and Tactics Emerging from Price Wars Uber-Retail Brand Strategy Key to Private-Label Brand Building The Biggest Media Spender is¡¦Walmart Table 7-1 Advertising Spend for Selected Top Food and Beverage Retailers, 2007-2009 (in millions $) Drop in Aggressive National Brand Marketing Nationals Showing Some Signs of Bouncing Back Majors Promise Greater Spend All Grocery Retailers Benefit from Drop in Ad Costs Shift to a More European Approach? Supermarketers Threatened by Walmart and Alternative Retail Battle Back with Price, Private Label & Relationship Building Programs Private Label Only One Part of Improving Total Retail Brand Experience Seasonal, Cross-Promotional Initiatives Bundling and Recipes
  17. 17. Alternative Media Strategies Emerging Social Networks Figure 7-1 Selected Retailers Facebook Fanbase, April 2010 (in actual count) Word of Mouth Technology Enhancing Old School Programs The Modern Age of Coupons In-Store Messaging Evolves with Technology Tracking Loyalty Consumer Research Product Placement Opportunities Abound Opportunities in Licensing Table 7-2 Number of Double Trademark, Cobranded, or Licensed Private-Label Introductions, 2005-2009 Cause Marketing Good Fit for Food and Beverage Retail and Private-Label Innovate to Keep Top of Mind Sophisticated Packaging Now the Norm Private-Label Introductions Continue to Grow Table 7-3 Private-Label Food and Beverage Product Introductions vs. Total Food and Beverage Introductions, 2005-2009 Table 7-4 Private-Label Food and Beverage Product Introductions vs. Total Food and Beverage Introductions, by Shelf Stable, Refrigerated, Frozen and Beverage, 2005-2009 Private-Label Categories Move From Snack Time to Meal Time Table 7-5 Top 10 Private Label Categories by Number in Introductions, 2005 vs. 2009 Private Label is So Chill Other Emerging Categories Show Sophistication Table 7-6 Emerging 2009 Private Label Product Categories A Trinity: Convenience, Health, and Premium Table 7-7 Top 20 Private Label Product Tags by Number in Introductions, 2005 vs. 2009 Cutting the Sweet Now, Next Up Salt Rising Mainstream Interest in Ethnic Foods Table 7-8 Emerging 2009 Private Label Product Tags/Benefits DHA¡¯s by Any Other NameChapter 8: The Consumer Note on Simmons Market Research Bureau Consumer Data Note on Packaged Facts Study Values of the Private-Label User Sees Slight Shifts Level of Price-Consciousness Has Not Changed Interest in Quality Holds Steady Less Likely to Prefer Specialty Stores Slightly Less Image Conscious Private-Label Usage Preference Rates by 2009 Top 20 Categories Figure 8-1 Percentage of U.S. Adults Who Most Often Use Private Label: Top 20 Food and Beverage Categories, 2009
  18. 18. Table 8-1 Percentage of U.S. Adults Who Most Often Use Private Label: Top 20Food and Beverage Categories, 2005-2009Strongest and Weakest Private Label Categories by 5-Year Point ChangeTable 8-2 Year over Year Penetration of Selected Private Label ProductCategories, by Strongest and Weakest Percentage Point Change, 2005-2009Dairy Case: Strong Private Label DriverTable 8-3 Percentage Who Most Often Use Private Label: Dairy Case Products,2009 (U.S. adults)Dairy Demographic Focus: ButterTable 8-4 Private-Label User Demographics Focus: Butter, 2009 (U.S. adultsindices)Condiments: Processed Products less PenetrationTable 8-5 Percentage Who Most Often Use Private Label: Condiments, 2009(U.S. adults)Demographic Focus: KetchupTable 8-6 Private-Label User Demographics Focus: Ketchup, 2009 (U.S. adultsindices)Baking Products: Strong Penetration among Total UsersTable 8-7 Percentage Who Most Often Use Private Label: Baking Products, 2009(U.S. adults)Demographic Focus: Packaged Pie CrustsTable 8-8 Private-Label User Demographics Focus: Packaged Pie Crust, 2009(U.S. adults indices)Meal Products: Vegetables Are Private-Label StrongholdTable 8-9 Percentage Who Most Often Use Private Label: Meal Products, 2009(U.S. adults)Demographic Focus: Cold CutsTable 8-10 Private-Label User Demographics Focus: Cold Cuts, 2009 (U.S.adults indices)Breakfast and Bakery Products: Opportunity for GrowthTable 8-11 Percentage Who Most Often Use Private Label: Breakfast and BakeryProducts, 2009 (U.S. adults)Demographic Focus: English MuffinsTable 8-12 Private-Label User Demographics Focus: English Muffins, 2009 (U.S.adults indices)Snacks: Uniform Range for Purchasing RatesTable 8-13 Percentage Who Most Often Use Private Label: Snacks, 2009 (U.S.adults)Demographic Focus: PopcornTable 8-14 Private-Label User Demographics Focus: Popcorn, 2009 (U.S. adultsindices)Beverage Products: Preference Rate Tiers for Juices, Coffee/Tea, and ColasTable 8-15 Percentage Who Most Often Use Private Label: Beverage Products,2009 (U.S. adults)Demographic Focus: Non-Carbonated Bottled Spring Water
  19. 19. Table 8-16 Private-Label User Demographics Focus: Non-Carbonated Bottled Spring Water, 2009 (U.S. adults indices)Private Label Retail Consumer Overview Walmart and Supermarkets Preferred Most Overall Figure 8-2 Consumer Response to the Question, ¡°Have You Bought Private Label Food or Beverage Products from Any of the Following Retailers in the Last 3 Months?¡±, 2010 (%) Supermarkets Think about Courting Younger Consumers, C-Stores Suburban Families Table 8-17 Private Label Supermarket and Convenience Store: Top User Demographics, 2010 (index) Walmart and Target Share Young Shoppers, but not Income, Region, Employment Table 8-18 Private Label Walmart and Target: Top User Demographics, 2010 (index) A Word on Hispanic Shopper Opportunity Big Box Store Consumer More Likely to be Married with Children Table 8-19 Private Label Sam¡¯s, Costco and BJ¡¯s: Top User Demographics, 2010 (index) Whole Foods and Trader Joe¡¯s A Safety Zone for Urban Working Males Table 8-20 Private Label Whole Foods and Trader Joe¡¯s: Top User Demographics, 2010 (index) A Closer Look at Whole Foods and Trader Joe¡¯s Table 8-21 Demographic Characteristics of Consumers who Agree with the Statement: Whole Foods Private Label Food and Beverage Are Premium Quality 2010 (index) Table 8-22 Demographic Characteristics of Consumers who Agree with the Statement: Trader Joe¡¯s Private Label Food and Beverage Are Premium Quality 2010 (index)Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2554250US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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