Private Label Food and Beverages in the U.S., 7th EditionReport Details:Published:October 2012No. of Pages: 284Price: Sing...
million or more.•U.S. Census Bureau retail food sales data from the Economic Census surveys primarily from 2002 and 2007, ...
Competitive Retail LandscapeSupermarket Share of Overall Grocery Market Has DeclinedTable 1-5: Food-At-Home Sales by Type ...
Motives for Private Label Purchasing are MixedDecision Making on Private Label Still in FluxPrivate Label Usage Preference...
National Brand Foods Struggle as Recession DeepensTable 2-3: Private Label Food Retail Sales vs. National Brand Food Retai...
Chapter 3: The Private Label Food MarketPrivate Label Food Topped $80 Billion in 2011Figure 3-1: Private Label Food Retail...
Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)Breakfast FoodsTable 3-9: Total Private Label B...
and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)Frozen FruitTable 3-21: Total Private Label Frozen Fru...
Price per Unit, 2001-2011 (in millions $)Lunchmeats See Growth from Price IncreasesTable 3-31: Total Private Label Lunchme...
Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millio...
A Plethora of Juice Product SegmentsGrowth Slows for Private Label Refrigerated Orange JuiceFrozen Orange Juice Down, Bott...
Other Private Label Coffee and Tea ProductsTable 4-12: Total Private Label Coffee & Tea Retail Sales, 2007-2011 (in millio...
Private Labels Challenge Weaker Branded LinesDrugstores Grow Grocery Operations Through Private LabelTable 5-5: Drug Chain...
Table 5-11: Safeway Sales and Earnings, Fiscal 2009-2011 (in $ millions)“Lifestyle” Transformation Almost CompletedExtensi...
European Model is Being FollowedNiche Private Label LinesSenior FocusExpanding Good-for-You Private Label: Going Healthy,N...
Promotional ActivitiesAppealing to Local InterestsSponsorships, Charities, Local SupportLocal SupportSchool PromotionsPack...
Dairy Demographic Focus: Natural/Imported CheeseTable 8-6: Private Label User Demographics Focus:Natural/Imported Cheese, ...
Table 8-21: Private Label User Demographics Focus:Frozen Vegetables, Winter 2012 (U.S. adultsindices)Demographic Focus: Ca...
2012(U.S. adults indices)Demographic Focus: Ground/Whole Bean CoffeeTable 8-38: Private label User Demographics Focus:Grou...
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Private Label Food and Beverages in the U.S., 7th Edition

  1. 1. Private Label Food and Beverages in the U.S., 7th EditionReport Details:Published:October 2012No. of Pages: 284Price: Single User License – US$3995In grocery aisles, the quality and progessiveness of current generation private-label products hasbeen a boon to shoppers who are maintaining a more frugal lifestyle, whether as a long-termphilosophy, a sensible adjustment to the economic downturn, or a remedial treatment for previousexcess. Wegmans store brand products, Trader Joes, Whole Foods 365, Targets Archer Farms,and Costcos Kirkland Signature rank among the red badges of savvy grocery shopping.Ongoing economic doldrums have created a rich environment for the steadily improved quality andthe steadily growing sales of private label food and beverage products. Packaged Facts estimatesthat private label food and beverage dollar sales topped $98 billion in 2011 to account for 17.6% oftotal food and beverage retail sales in the United States, with dollar sales rising 6% over the 2010level.Packaged Facts Food Shopper Insights survey data show that nearly two-thirds (62%) of shoppersbelieve that private label food and beverage products are usually as high quality as name brands,and more than half (53%) believe that private label products are often a better value than nationalname brands.Private label products provide grocery retailers with greater profit margins than national brandsand allow them to meet the heightened consumer demand for value. Grocery retailers across theboard have announced plans to increase private label offerings, notably including expansion ofgood-for-you products and premium or foodie/gourmet offerings, along with the consolidation ofmultiple private label lines under new, more eye-catching labels.Scope and MethodologyThis seventh edition of Private Label Food & Beverages in the U.S. focuses on the mass-marketproducts sold through supermarkets, discount stores and supercenters, warehouse clubs, andmass merchandisers, but also examines trends affecting other food and beverage retailersincluding convenience stores, drugstores, health and natural food stores, and dollar stores.Market estimates within this report were based on both public and syndicated data sources.Packaged Facts has analyzed available sales and trend data, together with information pertainingto those products that move through unmonitored outlets, to estimate the total private-label foodand beverage market size.Primary data sources include:•SymphonyIRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding Walmart) with annual sales of $2
  2. 2. million or more.•U.S. Census Bureau retail food sales data from the Economic Census surveys primarily from 2002 and 2007, annual retail channel sales, non-employer statistics.•U.S. Bureau of Economic analysis annual estimates for consumer spending by food type•Major food and beverage retailer annual reports for individual retailer sales•The consumer demographics analysis was developed using data from the Experian Simmons National Consumer Study Winter 2012 consumer survey. Packaged Facts also draws on a proprietary Packaged Facts national online consumer survey conducted in March 2011.•Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and government sources, including company literature and annual reports.Get your copy of this report @http://www.reportsnreports.com/reports/202356-private-label-food-and-beverages-in-the-us-7th-edition.htmlMajor points covered in Table of Contents of this report includeTable of ContentsChapter 1: Executive SummaryScope of ReportMethodologyTwo Markets: Foods and BeveragesFood MarketCenter StoreFrozen FoodDairy FoodRefrigerated FoodBakery ProductsMeats, Poultry and SeafoodBeverage MarketPrivate-Label Food & Beverage Market Size and GrowthTotal Private Label Food & Beverage Market Nearing $100 BillionTable 1-1: Private Label Food & Beverage Retail Sales vs.Total Food & Beverage Retail Sales,2007-2011 (in millions $)Private Label Food Sales Top $80 BillionTable 1-2: Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $, millions units)Private Label Beverages Near $18 BillionTable 1-3: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (inmillions $, millions units)Total Private Label Food & Beverage to Reach $133 billionTable 1-4: Forecast of Private Label Food & Beverage Retail Dollar Sales vs. Total Food &Beverage Retail Dollar Sales, 2011-2016 (in millions $)
  3. 3. Competitive Retail LandscapeSupermarket Share of Overall Grocery Market Has DeclinedTable 1-5: Food-At-Home Sales by Type of Outlet, 1993-2010 (percent)Pricing Has Been Key to Shift in Market ShareTable 1-6: Average Annual Expenditures and Income of All Consumer Units and PercentChanges, 2008-2010Private Label Has Important RoleConsumers Save Big with Private LabelTable 1-7: Average Percentage Differences in National Brand vs.Private Label Pricing for SelectedFood CategoriesDrugstores Grow Grocery Operations Through Private LabelDollar Stores Big Winners from RecessionBack to the NeighborhoodFuture Growth Highly ProbableTable 1-8: Selected Private Label Gainers and Losers 2010-2011Optimists and Pessimists Alike Focus on Careful SpendingPrice War Heats Up Among RetailersPrice Comparison as StrategyJoining the Locavore MovementSocial Media Especially Useful for Reaching Younger ConsumersWholesalers ConsolidatingIs Private Label Hitting a Wall?Possibility That “Frugal Fatigue” May Become a Game ChangerPrice FreezesIncreasing Marketing ProfessionalismComparison PromotionsSamplingSocial MediaTwitter Comes On StrongMobile MediaPromotional ActivitiesAppealing to Local InterestsPackaging a Key Element of Private Label MarketingNew Images More StrikingA Design for Each Value LevelNew Packaging and the ConsumerKeeping Pace with National BrandsKeeping Pace in Emerging CategoriesExpanding Ethnic LinesHealthy IngredientsThe ConsumerPrivate Label Users in Period of Transition
  4. 4. Motives for Private Label Purchasing are MixedDecision Making on Private Label Still in FluxPrivate Label Usage Preference Rates by Winter 2012 Top 20 CategoriesFigure 1-1: Percentage of U.S. Adults Who Most Often UsePrivate Label: Top 20 Food and Beverage Categories, Winter 2012Consistent Growth Patters Among Top Private Label CategoriesTable 1-9: Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food andBeverage Categories, 2008-2012Store Brands vs. National BrandsTable 1-10: Attitudes of Grocery Shoppers toward National/NameBrands and Store Brands, 2011 (percent of grocery shoppers)Chapter 2: Overall Private Label Food & Beverage MarketScope of ReportMethodologyTwo Markets: Foods and BeveragesFood MarketCenter StoreFrozen FoodDairy FoodRefrigerated FoodBakery ProductsMeats, Poultry and SeafoodBeverage MarketPrivate Label Food & Beverage Market Size and GrowthTotal Private Label Food & Beverage Market Nearing $100 BillionPenetration Within Food, Drug & Mass-Market ChannelsPrivate Label Food & Beverage vs. Total MarketTable 2-1: Private Label Food & Beverage Retail Sales vs. Total Food & Beverage Retail Sales,2007-2011 (in millions $)Total Food & Beverage CAGR at Less Than Half That of Private LabelMore Categories Grow than DecreaseFigure 2-1: Percent of Food and Beverage Categories with Dollar Sales Increases, 2010 to 2011Private Label Food vs. Private Label BeverageFigure 2-2: Share of Private Label Market by Food and Beverage Dollar Sales, 2007 vs. 2011(percent)Private Label Food Sales Top $80 BillionSlow Beverage Growth Begins with Lower Milk PricesTable 2-2: Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail DollarSales, 2007-2011 (in millions $)Private Label Food vs. Branded FoodFigure 2-3: Share of Total Food Market by Private Label and National Brand Retail Dollar Sales,2007 vs. 2011 (percent)
  5. 5. National Brand Foods Struggle as Recession DeepensTable 2-3: Private Label Food Retail Sales vs. National Brand Food Retail Sales, 2007-2011 (inmillions $)Private Label Food Unit Growth Tops 9.5 Billion from 2007 to 2011Table 2-4: Private Label Food Retail Unit Sales vs. National Brand Food Retail Unit Sales, 2007-2011 (in millions units)National Brand Unit Sales Decline 3% in 2011Figure 2-4: Percent of Total Food Unit Sales, Private Label vs.Branded, 2007-2011Decreases Dominate in Food Unit Sales CategoriesFigure 2-5: Percent of Food and Beverage Categories with Unit Sales Increases, 2010 to 2011Private Label Food Average Price per UnitTable 2-5: Private Label Food Retail Average Price per Unit vs. National Brand Food RetailAverage Price per Unit, 2007-2011(in dollars)Private Label Food Prices Grow Less than 3.3%Private Label Beverages vs. National Brand BeveragesFigure 2-6: Percent of Total Beverage Dollar Sales, Private Label vs. Branded, 2007-2011National Brand Beverages See Rebound in 2011Table 2-6: Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-2011 (in millions $)Private Label Beverage Unit Sales ExpandFigure 2-7: Percent of Total Beverage Unit Sales, Private Labelvs. Branded, 2007-2011Branded Beverage Unit Sales Turn Upward in 2010Table 2-7: Private Label Beverage Retail Unit Sales vs. National Brand Beverage Retail UnitSales, 2007-2011 (in millions units)Slow Growth for Private Label Beverage Average Price Per UnitBranded Beverage Average Unit Price Held in CheckTable 2-8: Private Label Beverage Retail Average Price per Unit vs. Branded Retail BeverageAverage Price per Unit, 2007-2011 (in dollars)Private Label Food & Beverage Market ForecastTotal Private Label Food & Beverage to Reach $133 billionTable 2-9: Forecast of Private label Food & Beverage Retail Dollar Sales vs. Total Food &Beverage Retail Dollar Sales, 2011-2016 (in millions $)Table 2-10: Forecast of Total Private Label Food Retail Dollar Sales vs. Private Label BeverageRetail Dollar Sales, 2011-2016 (in millions $)Looking Ahead to 2016Private Label Will Continue to BenefitBrand Manufacturers Will Continue to ResistRole of QualityBuilding Relationships with ConsumersBuilding Identity through Building Relationships
  6. 6. Chapter 3: The Private Label Food MarketPrivate Label Food Topped $80 Billion in 2011Figure 3-1: Private Label Food Retail Sales and Share of Total Food Retail Sales, 2007-2011 (in $millions)Slow Economy Boosts Private Label Food SalesTable 3-1: Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)Manufacturer Costs Impact Consumer Sales and PricesPrivate Label Food Sales by Store DepartmentCenter StoreTable 3-2: Total Private Label Food Retail Sales by Category,2007-2011 (in millions $)Frozen FoodsDairy FoodRefrigerated FoodBakery ProductsMeat, Poultry, SeafoodPrivate Label Food Shares by CategoryFigure 3-2: Share of Private Label Food Market by Category Dollar Sales, 2007 vs. 2011 (percent)Private Label Center Store FoodsFigure 3-3: Private Label Center Store Food Retail Sales and Share of Total Center Store FoodRetail Sales, 2007-2011 (in millions $)Unit Growth and Price Growth Trail Sales IncreasesTable 3-3: Total Private Label Center Store Food Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Private Label Center Store Products SegmentsFigure 3-4: Share of Private Label Center Store Food Category by Product Segment Dollar Sales,2007 vs. 2011 (percent)SnacksTable 3-4: Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)Condiments, Sauces, Spices & SpreadsTable 3-5: Total Private Label Condiments, Sauces, Spices & Spreads Retail Dollar and UnitSales and Average Price per Unit, 2007-2011 (in millions $)Baking & Cooking ProductsTable 3-6: Total Private Label Baking & Cooking Products Retail Dollar and Unit Sales andAverage Price per Unit,2007-2011 (in millions $)Dinners & Side DishesTable 3-7: Total Private Label Dinners & Side Dishes Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Vegetables, Tomato Products & Beans (Canned & Dried)Table 3-8: Total Private Label Vegetables, Tomato Products & Beans (Canned & Dried) Retail
  7. 7. Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)Breakfast FoodsTable 3-9: Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Shelf-Stable Meats & SeafoodTable 3-10: Total Private Label Shelf-Stable Meats & Seafood Retail Dollar and Unit Sales andAverage Price per Unit,2007-2011 (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, 2007-2011 (in millions $)Ethnic FoodsTable 3-12: Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Candy & GumTable 3-13: Total Private Label Candy & Gum Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Baby FoodsTable 3-14: Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Private Label Frozen FoodsFigure 3-5: Private Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales,2007-2011 (in millions $)Private Label Frozen Foods Sees Growth on Unit, Price IncreasesTable 3-15 Total Private Label Frozen Food Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Private Label Frozen Food Product SegmentsFigure 3-6: Share of Private Label Frozen Food Category by Product Segment Dollar Sales, 2007vs. 2011 (percent)Frozen Meat, Poultry & SeafoodTable 3-16: Total Private Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales andAverage Price per Unit, 2007-2011 (in millions $)Frozen DessertsTable 3-17: Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Frozen VegetablesTable 3-18: Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Frozen DishesTable 3-19: Total Private Label Frozen Dishes Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Frozen Breakfast Foods & All Other ProductsTable 3-20: Total Private Label Frozen Breakfast Foods & All Other Frozen Product Retail Dollar
  8. 8. and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)Frozen FruitTable 3-21: Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Private Label Dairy FoodsFigure 3-7: Private Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales,2007-2011 (in millions $)Private Label Dairy Foods Fluctuate Through PeriodTable 3-22: Total Private Label Dairy Food Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Private Label Dairy Food Product SegmentsFigure 3-8: Share of Private Label Dairy Food Category by Product Segment Dollar Sales, 2007vs. 2011 (percent)EggsTable 3-23: Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit,2007-2011 (in millions $)Natural CheeseTable 3-24: Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Cultured DairyTable 3-25: Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Butter & Butter SubstitutesTable 3-26: Total Private Label Butter & Butter Substitute Retail Dollar and Unit Sales andAverage Price per Unit, 2007-2011 (in millions $)Processed CheeseTable 3-27: Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)All Other Dairy FoodsTable 3-28: Total Private Label All Other Dairy Foods Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Private Label Refrigerated FoodsFigure 3-9: Private Label Refrigerated Food Retail Sales and Share of Total Refrigerated FoodRetail Sales, 2007-2011 (in millions $)Modest Growth for Refrigerated Private Label ProductsTable 3-29: Total Private Label Refrigerated Food Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Private Label Refrigerated Food Product SegmentFigure 3-10: Share of Private Label Refrigerated Food Category by Product Segment Dollar Sales,2007 vs. 2011 (percent)Private Label Refrigerated Dishes Top $4.2 BillionTable 3-30: Total Private Label Refrigerated Dishes Retail Dollar and Unit Sales and Average
  9. 9. Price per Unit, 2001-2011 (in millions $)Lunchmeats See Growth from Price IncreasesTable 3-31: Total Private Label Lunchmeats Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Refrigerated Dough and Baked Goods Sales Are FlatTable 3-32: Total Private Label Dough & Baked Goods Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Mixed Bag of Other Refrigerated Foods Fares WellTable 3-33: Total Private Label All Other Refrigerated Products Retail Dollar and Unit Sales andAverage Price per Unit,2007-2011 (in millions $)Private Label Bakery FoodsFigure 3-11: Private Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales,2007-2011 (in millions $)Unit Sales NegativeTable 3-34: Total Private Label Bakery Food Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Private Label Bakery Food Product SegmentsFigure 3-12: Share of Private Label Bakery Food Category byProduct Segment Dollar Sales, 2007 vs. 2011 (percent)Non-Sweet Bakery FoodTable 3-35: Total Private Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Sweet Bakery FoodTable 3-36: Total Private Label Sweet Bakery Food Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Private Label Meats, Poultry & SeafoodFigure 3-13: Private Label Meats, Poultry & Seafood Retail Sales and Share of Total Meats,Poultry & Seafood Retail Sales,2007-2011 (in millions $)Category Growth Nears 10% CAGRTable 3-37: Total Private Label Retail Meats, Poultry & Seafood Sales,2007-2011 (in millions $)Private Label Meat, Poultry & Seafood Product SegmentsFigure 3-14: Share of Private Label Meats, Poultry & Seafood Category by Product SegmentDollar Sales, 2007 vs. 2011 (percent)Fresh Meat & PoultryTable 3-38: Total Private Label Fresh Meats & Poultry Retail Dollar and Unit Sales and AveragePrice per Unit, 2007-2011 (in millions $)Breakfast MeatsTable 3-39: Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Priceper Unit, 2007-2011 (in millions $)Processed Dinner MeatTable 3-40: Total Private Label Processed Dinner Meat Retail Sales,2007-2011 (in millions $)Fresh Seafood
  10. 10. Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price perUnit, 2007-2011 (in millions $)Chapter 4: The Private Label Beverage MarketPrivate Label Beverages Near $18 BillionFigure 4-1: Private Label Beverage Retail Sales and Share of Total Beverage Retail Sales, 2007-2011 (in billions $)Slower Growth Despite Slow EconomyTable 4-1: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (inmillions $, millions units)Private Label Beverage Category SalesThree Categories Above Overall Rate of Growth, Four BelowPrivate Label Dairy Beverages Just Over 3% CAGRPrivate Label Juices Show Barely IncreasePrivate Label Bottled Water Increases Category ShareCarbonated Beverages Increase Category PenetrationPrivate Label Coffee & Tea Topped $1.5 BillionDrink Mix Sales FallPrivate Label Sports & Energy Drinks Get Hit by RecessionTable 4-2: Total Private Label Beverage Retail Sales by Category,2007-2011 (in millions $)Private Label Beverage Shares by CategoryFigure 4-2: Share of Private Label Beverage Market by Category Dollar Sales, 2007 vs. 2011(percent)Private Label Dairy BeveragesFigure 4-3: Private Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage RetailSales, 2007-2011 (in millions $)Prices Also Impact Private Label Dairy Beverage SalesTable 4-3: Total Private Label Dairy Beverage Retail Sales and Average Price per Unit, 2007-2011(in millions $, millions units)Private Label Milk Declines on Lower PricesPrivate Label Milk Substitutes and Cultured Dairy Beverages ShineTable 4-4: Total Private Label Dairy Beverage Retail Sales, 2007-2011 (in millions $)Other Private Label Dairy Beverages Show Mixed GrowthPrivate Label Dairy Beverage Shares by Product SegmentFigure 4-4: Share of Private Label Dairy Beverage Category by Product Segment Dollar Sales,2007 vs. 2011 (percent)Private Label Non-Milk Beverages Growing in ImportancePrivate Label Fruit & Vegetable JuicesFigure 4-5: Private Label Fruit & Vegetable Juice Retail Sales and Share of Total Fruit &Vegetable Juice Retail Sales, 2007-2011 (in millions $)Negative Unit Growth for Private Label JuicesTable 4-5: Total Private Label Fruit & Vegetable Juice Retail Sales and Average Price per Unit,2007-2011 (in millions $, millions units)
  11. 11. A Plethora of Juice Product SegmentsGrowth Slows for Private Label Refrigerated Orange JuiceFrozen Orange Juice Down, Bottled UpPrivate Label Juices Split Nearly Even Between Growth and DeclineTable 4-6: Total Private Label Fruit & Vegetable Juice Retail Sales, 2007-2011 (in millions $)Private Label Fruit & Vegetable Juice Shares by Product SegmentFigure 4-6: Share of Private Label Fruit & Vegetable Juice Category by Product Segment DollarSales, 2007 vs. 2011 (percent)Private Label Bottled WaterFigure 4-7: Private Label Bottled Water Retail Sales and Share of Total Bottled Water RetailSales, 2007-2011 (in millions $)Price increases Lift Private Label Bottled Water Sales GrowthTable 4-7: Total Private Label Bottled Water Retail Sales and Average Price per Unit, 2007-2011(in millions $, millions units)Strong Growth for Private Label Convenience/Pet Still WaterTable 4-8: Total Private Label Bottled Water Retail Sales, 2007-2011(in millions $)Consumers Opt for Smaller Private Label Bottled Water UnitsFigure 4-8: Share of Private Label Bottled Water Category byProduct Segment Dollar Sales, 2007 vs. 2011 (percent)Private Label Carbonated BeveragesFigure 4-9: Private Label Carbonated Beverage Retail Sales and Share of Total CarbonatedBeverage Retail Sales, 2007-2011 (in millions $)Soft Drinks Sales Slow DownTable 4-9: Total Private Label Carbonated Beverage Retail Sales and Average Price per Unit,2007-2011 (in millions $, millions units)Low Calorie Soft Drinks Have Most GrowthTable 4-10: Total Private Label Carbonated Beverage Retail Sales,2007-2011 (in millions $)Regular Soft Drinks Dominate CategoryFigure 4-10: Share of Private Label Carbonated Beverage Category by Product Segment DollarSales, 2007 vs. 2011 (percent)Private Label Coffee & TeaFigure 4-11: Private Label Coffee & Tea Retail Sales and Share of Total Coffee & Tea RetailSales, 2007-2011 (in millions $)Average Unit Price FlattensTable 4-11: Total Private Label Coffee & Tea Retail Sales and Average Price per Unit, 2007-2011(in millions $, millions units)Tea Sales Gain Share from CoffeePrivate Label Ground CoffeesRefrigerated TeasCanned and Bottled TeasWhole Coffee Beans
  12. 12. Other Private Label Coffee and Tea ProductsTable 4-12: Total Private Label Coffee & Tea Retail Sales, 2007-2011 (in millions $)Private Label Coffee & Tea Shares by Product SegmentFigure 4-12: Share of Private Label Coffee & Tea Category by Product Segment Dollar Sales,2007 vs. 2011 (percent)Private Label Drink MixesFigure 4-13: Private Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2007-2011 (in millions $)Private Label Drink Mixes Unit Sales Decline Through 2011Table 4-13: Total Private Label Drink Mix Retail Sales and Average Price per Unit, 2007-2011 (inmillions $, millions units)Private Label Fruit Drinks Lose GroundPrivate Label Hot Cocoa Growth ModestMixed Results for Other SegmentsTable 4-14: Total Private Label Drink Mix Retail Sales, 2007-2011(in millions $)Private Label Drink Mix Shares by Product SegmentFigure 4-14: Share of Private Label Drink Mix Category by Product Segment Dollar Sales, 2007vs. 2011Private Label Sports & Energy DrinksFigure 4-15: Private Label Sports & Energy Drink Retail Sales and Share of Total Sports & EnergyDrinks Retail Sales, 2007-2011 (in millions $)Unit Sales Show Negative GrowthTable 4-15: Total Private Label Sports & Energy Drink Retail Sales and Average Price per Unit,2007-2011 (in millions $, millions units)Sports and Energy Drink Mixes Have Strongest GrowthTable 4-16: Total Private Label Sports & Energy Drink Retail Sales,2007-2011 (in millions $)Private Label Sports & Energy Drink Shares by Product SegmentFigure 4-16: Share of Private Label Sports & Energy Drink Category by Product Segment DollarSales, 2007 vs. 2011 (percent)Chapter 5: Competition in the Retail LandscapeSupermarket Share of Overall Grocery Market Has DeclinedTable 5-1: Food-At-Home Sales by Type of Outlet, 1993-2010Pricing Has Been Key to Shift in Market ShareTable 5-2: Average Annual Expenditures and Income of All Consumer Units and PercentChanges, 2008-2010Private Label Has Important RolePrivate Label Proliferation and ConsolidationTable 5-3: Private Label Grocery BrandsConsumers Save Big with Private LabelTable 5-4: Average Percentage Differences in National Brand vs.Private Label Pricing for SelectedFood Categories
  13. 13. Private Labels Challenge Weaker Branded LinesDrugstores Grow Grocery Operations Through Private LabelTable 5-5: Drug Chain Grocery BrandsDollar Stores Big Winners from RecessionBeyond Price as a MotivationBack to the NeighborhoodWorking Toward InnovationMillennials Influence Shifts in Retail LandscapeEthnic Grocery Chains ProliferateTable 5-6: Selected Asian and Hispanic Supermarket ChainsThe Man AisleRetail Landscape Will Continue to ChangePrivate Label Manufacturers Respond to Changing Landscape .Ralcorp ConsolidatesConAgra Keeps AcquiringSmall Companies Continue to Enter PL Manufacturing FieldRetailers are Private Label Manufacturers, TooCompetitor ProfilesSupervalu: Poster Child for Supermarket WoesOverview: A Victim of the RecessionTable 5-7: Supervalu Financials, 2007-2011 (in millions)Private Label Expected to Contribute to TurnaroundCan Supervalu Survive Intact?Ahold USADriving Private LabelAldi, Inc.OverviewCostco Wholesale CorporationOverviewDelhaize America LLCOverviewTable 5-8: Delhaize America, 2009-2011Table 5-9: Delhaize America, Stores by RegionFood Lion TransformationBottom Dollar to ExpandMyEssentials Private Label to Receive More PromotionThe Kroger Co.OverviewTable 5-10: Kroger Sales and Earnings, Fiscal 2009-2011 (in $ millions)Key Role for Private Label at KrogerSafeway, Inc.Overview
  14. 14. Table 5-11: Safeway Sales and Earnings, Fiscal 2009-2011 (in $ millions)“Lifestyle” Transformation Almost CompletedExtensive Private Label OfferingsTable 5-12: Safeway Manufacturing and Food Processing Facilities,2011Target CorporationOverviewTable 5-13: Target Sales and Earnings, Fiscal 2009-2011 (in $ millions) .Table 5-14: Target Sales by Product Category Fiscal 2009-2011Targets Private LabelTrader Joe’s Co., Inc.OverviewWalmart Stores, Inc.OverviewTable 5-15: Walmart Operating Results, 2008-2012Small Is Beautiful for WalmartTable 5-16: Walmart Unit FootprintsPrivate Label Still in the MixWhole Foods Market, Inc.OverviewFood & Beverage SalesChapter 6: Private Label Food and Beverage TrendsPrivate Label Success Is FirmPerformance by Category is UnevenTable 6-1: Selected Private Label Gainers and Losers 2010-2011Future Growth Highly ProbableOptimists and Pessimists Alike Focus on Careful SpendingPrices Going UpWegmans Price Freeze Defies DroughtRising Costs, Not Just Lower IncomesTable 6-2: U.S. Income Data, December 2008-June 2012 (in billions of dollars)Table 6-3: U.S. Employment Data, 2001-2012 (in millions)Mutli-Tier Practice Helps with Rising PricesPrice War Heats Up Among RetailersPrice Comparison as StrategyIs Private Label Hitting a Wall?Possibility That “Frugal Fatigue” May Become a Game ChangerExpect the UnexpectedRetailers Expanding Multiple Private Label LevelsTable 6-4: Supervalu Food & Beverage Private Label TiersSeveral Price Options for Same ProductFigure 6-1: Multi Level Store Brand and National Brand Fettuccini Price OptionsCardholders Gain Added Value on Private Label
  15. 15. European Model is Being FollowedNiche Private Label LinesSenior FocusExpanding Good-for-You Private Label: Going Healthy,Natural and OrganicWalmart Launches “Great For You” Healthy Food LabelSpartan Stores Beat WalmartJoining the Locavore MovementFamily-Sizes Move to Prepared Foods ArenaSustainable Packaging: Doing Well by Doing GoodPackaging Important to European Retailer IdentityU.S. Retailers Opting for High ConceptsIncreasing Use of Private Label in Promotional ActivitiesPrivate Label Promotion Via Social MediaSocial Media Especially Useful for Reaching Younger ConsumersLeveraging Employee InputCo-Branding For Manufacturer CacheMade-in-USA Label Matters to ConsumersConflict with Brand ManufacturersBrand Manufacturers Fighting BackPrivate Label Wholesalers Double DownWholesalers ConsolidatingChapter 7: Marketing and New Product ActivityMarketing ActivityPrivate Label Continues To GrowPurpose of Private Label MarketingThe “Marketing Tax”Private Label as Marketing Tool for StoresIntensified Promotion of Private Label Food and Beverage ProductsMarketing Dilemma for RetailersPrice FreezesIncreasing Marketing ProfessionalismIn-Store Advertising and PromotionComparison PromotionsSamplingPrivate Label Promotions and Loyalty CardsOn Air Advertising and PromotionLoblaw’s “Recipes to Riches” ParticipationSocial MediaTable 7-1: Social Media ResponsesTwitter Comes On StrongEntering the BlogosphereMobile Media
  16. 16. Promotional ActivitiesAppealing to Local InterestsSponsorships, Charities, Local SupportLocal SupportSchool PromotionsPackaging a Key Element of Private Label MarketingSending a MessageNew Images More StrikingProfessional InputA Design for Each Value LevelPackage Images in Transition for All MarketersNew Packaging and the ConsumerProduct DevelopmentKeeping Pace with National BrandsKeeping Pace in Emerging CategoriesLine Extensions in Traditional CategoriesExpanding Ethnic LinesHealthy IngredientsMeeting Demand for ConvenienceChapter 8: The ConsumerNote on Experian Simmons Market Research BureauConsumer DataPrivate Label Users in Period of TransitionMotives for Private Label Purchasing are MixedDecision Making on Private Label Still in FluxPrivate Label Usage Preference Rates by Winter 2012 Top 20 CategoriesFigure 8-1: Percentage of U.S. Adults Who Most Often UsePrivate Label: Top 20 Food and Beverage Categories, Winter 2012 ...Consistent Growth Patters Among Top Private Label CategoriesTable 8-1: Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food andBeverage Categories, 2008-2012Strongest and Weakest Private Label Categories by 5-Year Point ChangeTable 8-2: Year over Year Penetration of Selected Private LabelProduct Categories: By Strongest Percentage Point Growth,Spring 2004-Winter 2012Losses Smaller than GainsTable 8-3: Year over Year Penetration of Selected Private Label Product Categories: By GreatestNegative Percentage Point Change, Spring 2004-Winter 2012Dairy Case: Strong Private Label DriverTable 8-4: Percentage Who Most Often Use Private Label:Dairy Case Products, Winter 2012 (U.S.adults)Dairy Demographic Focus: ButterTable 8-5: Private Label User Demographics Focus: Butter,Winter 2012 (U.S. adults indices)
  17. 17. Dairy Demographic Focus: Natural/Imported CheeseTable 8-6: Private Label User Demographics Focus:Natural/Imported Cheese, Winter 2012 (U.S.adults indices)Dairy Demographic Focus: Sour CreamTable 8-7: Private Label User Demographics Focus: Sour Cream,Winter 2012 (U.S. adults indices)Dairy Demographic Focus: Cottage CheeseTable 8-8: Private Label User Demographics Focus: Cottage Cheese,Winter 2012 (U.S. adultsindices)Dairy Demographic Focus: American Pasteurized CheeseTable 8-9: Private Label User Demographics Focus: American Pasteurized Cheese, Winter 2012(U.S. adults indices)Dairy Demographic Focus: Grated CheeseTable 8-10: Private Label User Demographics Focus:Grated Cheese, Winter 2012 (U.S. adultsindices)Condiments: Processed Products Less PenetrationTable 8-11: Percentage Who Most Often Use Private Label:Condiments, Winter 2012 (U.S. adults)Demographic Focus: Salad or Cooking OilTable 8-12: Private Label User Demographics Focus:Salad or Cooking Oil, Winter 2012 (U.S.adults indices)Demographic Focus: Peanut ButterTable 8-13: Private Label User Demographics Focus:Peanut Butter, Winter 2012 (U.S. adultsindices)Demographic Focus: KetchupTable 8-14: Private Label User Demographics Focus:Ketchup, 2012 (U.S. adults indices)Baking Products: Strong Penetration Among Total UsersTable 8-15: Percentage Who Most Often Use Private Label:Baking Products, Winter 2012 (U.S.adults)Demographic Focus: SugarTable 8-16: Private Label User Demographics Focus:Sugar, Winter 2012 (U.S. adults indices)Demographic Focus: Nuts for CookingTable 8-17: Private Label User Demographics Focus:Nuts for Cooking, Winter 2012 (U.S. adultsindices)Demographic Focus: FlourTable 8-18 Private Label User Demographics Focus:Flour, Winter 2012 (U.S. adults indices)Demographic Focus: Packaged Pie CrustsTable 8-19 Private Label User Demographics Focus:Packaged Pie Crust, Winter 2012 (U.S. adultsindices)Meal Products: Vegetables Are Private Label StrongholdTable 8-20: Percentage Who Most Often Use Private Label:Meal Products, 2009 (U.S. adults)Demographic Focus: Frozen Vegetables
  18. 18. Table 8-21: Private Label User Demographics Focus:Frozen Vegetables, Winter 2012 (U.S. adultsindices)Demographic Focus: Canned Tomatoes/Sauce/PasteTable 8-22: Private Label User Demographics Focus: Canned Tomatoes/Sauce/ Paste, Winter2012 (U.S. adults indices)Demographic Focus: Canned Or Jarred VegetablesTable 8-23: Private Label User Demographics Focus:Canned or Jarred Vegetables, Winter 2012(U.S. adults indices)Demographic Focus: Dry PastaTable 8-24: Private Label User Demographics Focus:Dry Pasta, Winter 2012 (U.S. adults indices)Demographic Focus: Cold CutsTable 8-25: Private Label User Demographics Focus:Cold Cuts, Winter 2012 (U.S. adults indices)Demographic Focus: Frozen Potato ProductsTable 8-26: Private Label User Demographics Focus:Frozen Potato Products, Winter 2012 (U.S.adults indices)Demographic Focus: Bagged or Packaged SaladsTable 8-27: Private Label User Demographics Focus:Bagged or Packaged Salads, Winter 2012(U.S. adults indices)Breakfast and Bakery Products: Opportunity for GrowthTable 8-28: Percentage Who Most Often Use Private Label:Breakfast and Bakery Goods, 2009(U.S. adults)Demographic Focus: BreadTable 8-29: Private Label User Demographics Focus:Bread, Winter 2012 (U.S. adults indices)Demographic Focus: BagelsTable 8-30: Private Label User Demographics Focus:Bagels, 2012 (U.S. adults indices)Demographic Focus: English MuffinsTable 8-31: Private label User Demographics Focus:English Muffins, 2012 (U.S. adults indices)Snacks: Uniform Range for Purchasing RatesTable 8-32: Percentage Who Most Often Use Private Label:Snacks, Winter 2012 (U.S. adults)Dairy Demographic Focus: Ice Cream & SherbetTable 8-33: Private label User Demographics Focus:Ice Cream & Sherbet, Winter 2012 (U.S.adults indices)Dairy Demographic Focus: PretzelsTable 8-34: Private label User Demographics Focus:Pretzels, Winter 2012 (U.S. adults indices)Demographic Focus: Popcorn ProductsTable 8-35: Private label User Demographics Focus:Popcorn Products, Winter 2012 (U.S. adultsindices)Beverage Products: Preference Rate Tiers for Juices,Coffee/Tea, and ColasTable 8-36: Percentage Who Most Often Use Private Label:Beverage Products, Winter 2012 (U.S.adults)Demographic Focus: Orange Juice Bottles/Cans/CartonsTable 8-37: Private label User Demographics Focus:Orange Juice Bottles/Cans/Cartons, Winter
  19. 19. 2012(U.S. adults indices)Demographic Focus: Ground/Whole Bean CoffeeTable 8-38: Private label User Demographics Focus:Ground/Whole Bean Coffee, Winter 2012(U.S. adults indices)Private Label Retail Consumer OverviewFood Shopper InsightsStore Brands vs. National BrandsTable 8-39: Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011(percent of grocery shoppers)Table 8-40: Food Products Purchased by Grocery Shoppers on Most Recent Grocery ShoppingTrip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent ofgrocery shoppers)Table 8-41: Food Products Most Likely to Be Store Brand Purchases Made on Most RecentGrocery Shopping Trip,2011 (percent of grocery shoppers who purchased the product)The Force of HabitTable 8-42: Percent of Grocery Shoppers Having “One Usual Purchase”for Food Products Boughton Most Recent Grocery Shopping Trip,2011 (percent of grocery shoppers)Table 8-43: Percent of Grocery Shoppers Citing “Habit” as One of theMain Reasons for Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011Store Brands More Popular Among WomenFigure 8-2: Percent of Male and Female Grocery Shoppers Agreeing That Store-Brand Food andBeverage Products Are Usually as Good Quality as Name Brands, 2011Importance of Private Label in Deciding Where to ShopTable 8-44: Products Most Important in Deciding Where to Shop for Groceries on Most RecentGrocery Shopping Trip: By Age of Grocery Shopper, 2011 (percent of grocery shoppers)Appendix: Addresses of Selected MarketersContact: sales@reportsandreports.com for more information.

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