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米国のプライベートブランド飲食品市場

Private Label Foods & Beverages in the U.S., 8th Edition

発行 Packaged Facts 商品コード 125945
出版日 ページ情報 英文 274 Pages
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米国のプライベートブランド飲食品市場 Private Label Foods & Beverages in the U.S., 8th Edition
出版日: 2014年09月03日 ページ情報: 英文 274 Pages
概要

米国におけるプライベートブランド飲食品市場の小売り売上総額は2013年に1,020億米ドルとなり、2012年から2%以上の増加となりました。飲食品市場全体としては2013年に1.4%の成長を示し、売上高は横ばいで、市場額は5,300億米ドルに達しました。プライベートブランドの食品・飲料別による売上額は食品が800億米ドル、飲料が220億米ドルと推計されています。2013年の市場全体に占めるプライベートブランド浸透率は金額・数量にして約20%となりました。

当レポートでは、米国のプライベート飲食品市場について調査し、市場全体の規模・成長率・予測、食品・飲料市場それぞれの分類別分析、競合情勢分析、主要企業のプロファイルなどを提供しており、売上額、販売個数、平均小売価格(ASP)および成長予測をまとめ、お届けいたします。

第1章 エグゼクティブサマリー

第2章 動向・革新

  • プライベートブランドのマーケッターは現在の動向に価値をもたらす

第3章 プライベートブランド飲食品市場全体

  • イントロダクション

第4章 プライベートブランド食品市場

  • 食品市場の定義
  • プライベートブランド食品の売上は2013年に800億米ドルに到達
  • プライベートブランド食品は食品売上全体の約19%
  • センターストア食品は最大のプライベートブランド分類
  • 製品セグメントの売上:センターストア
  • 製品セグメントの売上:乳製品
  • 製品セグメントの売上:冷凍食品
  • 製品セグメントの売上:パン・菓子類
  • 製品セグメントの売上:肉・鶏肉・シーフード
  • 製品セグメントの売上:冷蔵食品
  • 売上:小売りチャネル別
  • 市場予測

第5章 プライベートブランド飲食品市場

  • 飲料市場の定義
  • プライベートブランド飲食品の売上は2013年に220億米ドル到達
  • プライベートブランド飲食は飲料売上全体の20%
  • 乳飲料は最大のプライベートブランド分類
  • 製品セグメント/クラス別の売上:乳飲料
  • 製品セグメントの売上:ミネラルウォーター
  • 製品セグメントの売上:ジュース
  • 製品セグメントの売上:コーヒー・ティー
  • 製品セグメントの売上:炭酸飲料
  • 製品セグメントの売上:スポーツ・エネルギー飲料
  • 売上:小売りチャネル別
  • 市場予測

第6章 小売りの競合情勢

  • 小売り概要
  • クロスチャネルショッピングの基準
  • Walmartは米国最大の飲食品小売り業者
  • 合併、買収および子会社売却
  • プライベートブランドは小売り業者戦略の重要な部分
  • プライベートブランドの売上:小売りチャネル別
  • 食料品店/スーパーマーケット
  • ナチュラルスーパーマーケット
  • スーパーセンター/量販店
  • ホールセールクラブストア
  • コンビニエンスストア
  • 1ドルショップ
  • ドラッグストア
  • インターネット販売
  • エスニック食料品チェーン店の急増
  • の動向

第7章 マーケティング・プロモーション

  • マーケティング・プロモーション動向

第8章 消費者

  • ソース
  • ストアブランドは36%の消費者にとって食料品購入場所の重要な要因
  • 消費者は価値と品質において国内ブランドと比較してストアブランドを高く評価
  • 国内ブランドの食料品を好む消費者の人口統計的特徴
  • 最も人気のプライベートブランド/ストアブランド製品
  • 乳製品の事例:プライベートブランドの力強い促進因子
  • 人口統計へのフォーカス:ナチュラル/輸入チーズ
  • 人口統計へのフォーカス:サラダオイルまたは調理用オイル
  • 人口統計へのフォーカス:砂糖
  • 人口統計へのフォーカス:冷凍野菜
  • 人口統計へのフォーカス:パン
  • 人口統計へのフォーカス:アイスクリーム
  • 人口統計へのフォーカス:オレンジジュースボトル/缶/カートン、ほか

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目次
Product Code: LA5226056

Retail sales of foods and beverages have been challenged by a frugal consumer who is struggling with the lingering effects of recession, a continuing sluggish economy, and higher food prices. These factors have affected overall spending on both national and private label brand groceries in the U.S.

Total U.S. retail sales of the overall private label food and beverage market were $102 billion in 2013, up about 2% over 2012. Unit sales were virtually flat, with average unit prices higher during the year. The total food and beverage market grew at 1.4% to reach $530 billion in 2013, with unit sales also flat. Food, with sales estimated at $80 billion compared to $22 million for beverages, accounts for nearly 80% of overall private label dollar and unit sales. Overall private label penetration of the total market was about 20% in dollars and units in 2013.

Private label growth has slowed from the last several years when consumers flocked to private label brands during the recession and its aftermath. Consumers sought out lower prices and greater value, and retailers responded with numerous introductions of their own brands. In many cases, retailers raised the quality of product and packaging to equal national brands, and leading retailers launched different private label brands to create portfolios offering consumers good, better, best and specialty product options. The most successful retailers have heavily marketed and promoted their private label brands as equal or superior alternatives to national brands. In some cases, even mass-market retail brands like Costco's Kirkland adn Wegmans private label have achieved (if not edged out) the status of a national brand in consumer's minds, thus providing the retailer with competitive advantage. Whole Foods' 365 brand and Trader Joe's private label gain additional prestige from being based in the natural foods channel. Trader Joe's and its sibling company Aldi are two of the most aggressive and successful private label marketers that have, much like Costco, extremely loyal customers. Private label products, accounting for more than 80% of products sold in their stores, help cement that loyalty.

Making healthier eating more affordable is a major trend in the U.S., and many consumers feel eating healthier is too expensive. Manufacturers and retailers have tried to address consumer concerns with more affordable healthy food options and several retailers have built private label brands around a position of affordable healthy eating. Retailers launched natural, organic private label brands years ago promoting value and product attributes. More recently several leading retailers have launched new private label brands that evolve natural and organic to more modern wellness positions that shift focus to lifestyle enhancement. Kroger's Simple Truth, Target's Simply Balanced, and Aldi's Simply Nature all attempt to provide consumers with easy solutions for taking care of themselves and their families. The brands cross many food and beverage categories with affordable, nutritious products that are natural or organic, and free of artificial ingredients. Kroger in particular has been extremely successful with Simple Truth, investing heavily to build the brand which the company expects to reach sales of $1 billion in 2014.

Many consumers appreciate that private label products continue to evolve from low-priced knockoffs to quality brands that offer value. While forty-five percent of American adults surveyed by Packaged Facts say they prefer to buy national brand name groceries, higher percentages appreciate store brands for their quality and value. Sixty percent feel store brand groceries have the same level of quality as national brands, and often provide better value. Fifty-five percent choose food stores in part for the quality of their store brand groceries. Consumers most often buy private label products in commodity and staple grocery segments like milk, bottled water, cheese, eggs, sugar, bread, frozen vegetables, and butter, which have the highest private label penetration rates. No beverages, other than milk and bottled water have high penetration levels due to the presence of strong brands and heavy price promotions in most beverage categories. One beverage segment private label marketers have jumped on is single cup coffee, the standout performer for the private label market in 2013. Private label versions of the wildly popular K-cups proliferated after dominant market leader Keurig Green Mountain lost patent protection in September 2012. Numerous retailers across virtually all key retail channels launched and continue to launch their own brands, with some sourcing product from new manufacturers and others partnering with Keurig to produce products under license. Sales of private label single cup coffee surged in 2013 by over 400% in units and dollar sales, albeit off a small base.

Scope of Report

Private Label Foods & Beverages in the U.S., 8th Edition analyzes the U.S. market for foods and beverages that retailers market themselves under their own private label brands. The analysis includes private label products (often called store brands) sold in all retail outlets. The report outlines key issues and trends affecting the overall market and analyzes virtually all product categories including shelf-stable, refrigerated, and frozen items. The report also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2012 and 2013, and projections for 2013-2018.

Product Definitions

For the purpose of this report Packaged Facts divides products into two broad markets: foods and beverages. Within the food market, we have established categories based on traditional supermarket departments within which there are several segments and product classes. The six formal food departments/categories broken out in this report are: Bakery Products; Center Store; Dairy Food; Frozen Food; Refrigerated Food; Meat, Poultry and Seafood. The beverage market is categorized by beverage type rather than store department. For the beverage market, the six categories are: Dairy Beverages; Juices; Carbonated Beverages; Water; Coffee & Tea; and Sports & Energy Drinks. There is also a grouping called Other which is really a group of miscellaneous products that don't readily fit into the main categories.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examination of retail stores. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; publications and other market research sources.

Our analysis of consumer trends relies on data from several sources including national online consumer usage surveys conducted in June 2013 and January/February 2014 by Packaged Facts, and Simmons National Consumer Surveys for Fall 2004 through Fall 2013, from Experian Marketing Services. The Packaged Facts national online consumer surveys conducted in June 2013 and January/February 2014 reflects a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Table of Contents

Chapter 1 Executive Summary

  • Introduction
    • Scope of Report
    • Methodology
    • Product Definitions
      • Food Market
      • Beverage Market
  • The Market
    • Overall Sales Exceed $100 Billion in 2013
      • Figure 1-1 U.S. Retail Sales of Food & Beverage Products: Private Label and Total Market, 2012-2013 (dollars and units, in billions)
    • Sales of Food vs. Beverages
      • Table 1-1 U.S. Retail Sales of Food vs. Beverage Products: Private Label and Total Market, 2012-2013 (dollar and unit sales, billions; average unit price (AUP), $)
    • PL Dollar Growth Slightly Higher Due to Price Increases
      • Table 1-2 IRI-Tracked Sales of Food & Beverage Products: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Center Store Food Largest Private Label Category
    • Private Label Penetration
      • Dairy Products Have Highest PL Penetration
      • Figure 1-2 U.S. Market Private Label Food & Beverage Product Shares of Total Category, 2013 (percent)
      • Sales by Retail Channel
    • Market Forecast
      • PL Food
      • PL Beverages
    • Figure 1-3 Projected U.S. Retail Sales of Private Label Food & Beverage Products, 2013-2018 ($, billions)
  • Trends & Innovations
    • PL Marketers Deliver Value on Current Trends
    • Making Healthier Eating More Affordable
    • Evolution to Wellness
      • Illustration 1-1: Kroger Simple Truth
  • Competition in the Retail Landscape
    • Private Label Brands Key Part of Retailer Strategy
      • Private Label Portfolios Evolve
      • Table 1-3 Private Label Store Brands of Selected Retailers, 2014
  • Marketing and Promotion
    • Price Still Important for Frugal Consumers
      • Aldi's Uses Circular to Promote Value of New Simply Nature PL Brand
      • Illustration 1-2: Aldi's Circular Promoting Simply Nature PL Brand
    • Branding of Private Label Portfolios Evolve
      • Safeway and Aldi Have Extensive Private Label Brand Portfolios
      • Illustration 1-3: Aldi's Private Label Brands
      • Illustration 1-4: Safeway' Private Label Brands
  • The Consumer
    • PL Store Brands Key Factor in Grocery Shopping Destination for 36% of Consumers
    • Consumers Rate Store Brands High in Value and Quality Compared to National Brands
    • Most Popular Private Label/Store Brand Products
    • Dairy Case: Strong Private Label Driver
      • Table 1-4 Use of Dairy Case Products in the U.S.: Private Label vs. Overall, 2013 (percent of adults)
    • Beverage Products: Low Private Label Penetration
      • Table 1-5 Use of Beverage Products in the U.S.: Private Label vs. Overall, 2013 (percent of adults)

Chapter 2 Trends & Innovations

  • PL Marketers Deliver Value on Current Trends
    • Health and Nutrition
      • FDA Proposes New Nutrition Label Rules
      • Illustration 2-1: Current and Proposed Nutrition Facts Label
      • Food Industry Develops Own Nutrition Label
      • Illustration 2-2: Facts Up Front Label
      • Consumers Want Products Free of Harmful Ingredients
      • Illustration 2-3: Roche Bros. 100% Natural Chicken
    • Making Healthier Eating More Affordable
      • Organic and Natural Evolution
      • Stater Bros. Introduces Wholesome Goodness
      • Illustration 2-4: Stater Bros. Wholesome Goodness
      • H-E-B Enters Organic Market
      • Illustration 2-5: H-E-B Organics
      • Walmart Takes Different Route to Make Organics More Affordable
      • Illustration 2-6: Wild Oats Organic Products at Walmart
    • Evolution to Wellness
      • Aldi's Simply Nature
      • Illustration 2-7: Aldi's Simply Nature
      • Kroger's Simple Truth
      • Illustration 2-8: Kroger Simple Truth
      • Target's Simply Balanced
      • Illustration 2-9: Target's Simply Balanced
    • Some Retailers Carry Sustainability Efforts to PL Products
      • Illustration 2-10: Ahold's Simply Enjoy Sustainability Certifications
    • PL Brands Highlight Local Product Benefits
      • Wegmans Locally Sourced Organic Eggs
      • Illustration 2-11: Wegmans Organic Eggs
      • Wegmans Sourcing More Cheese Locally
      • Illustration 2-12: Wegmans PL Cheddar Cheese
      • Illustration 2-13: Giant (Stop & Shop) PA Preferred PL Milk
      • Raley's Local Farm Fresh Free Range Organic Chicken
      • Illustration 2-14: Raley's Local Farm Fresh Free Range Organic Chicken
      • A&P Rebrands Seafood Department as "So Fresh, So Healthy and So Easy"
      • Illustration 2-15: Great Atlantic Seafood Market
      • Whole Foods Designs PL Brand for Brooklyn Store
      • Illustration 2-16: Whole Foods PL Design for Brooklyn Store
    • Gluten Gone Mainstream
      • Aldi Introduces Gluten-Free PL Brand
      • Illustration 2-17: Aldi LiveGFree
      • Walmart Launches Gluten Free Great Value Line
      • Illustration 2-18: Walmart Great Value Gluten Free
    • "Healthier" Carbonation
      • Retailers Jump on Sparkling Water Craze with PL Products
      • Illustration 2-19: PL Sparkling Waters
      • Better For You Drinks
      • Illustration 2-20: PL Better For You Drinks
    • Taste and Experiences
      • Harris Teeter Reserve Angus PL Beef USDA Certified Very Tender
      • Illustration 2-21: Harris Teeter PL Beef Certified Very Tender
      • Hy-Vee Cool Chicken
      • Illustration 2-22: Hy-Vee Cool Chicken
      • Artisanal More Mainstream
      • Illustration 2-23: PL Artisan Brands and Products
      • Premium PL Chocolate Bars Growing
      • Illustration 2-24: PL Premium Chocolate Bars
      • PL Brands Leverage Success of Liquid Water Enhancers
      • Illustration 2-25: PL Water Enhancers
    • Targeting Ethnic Consumer Tastes with PL Products
      • Safeway Store Brand Taps into Hispanic Culture, Tastes
      • Illustration 2-26: Safeway's Marcela Valladolid Brand
      • Kroger Taste of México PL Products
      • Illustration 2-27: Kroger Taste of México PL Products
    • Convenience
      • Retailers Leverage Coffee K-Cup Trend with Own Brands
      • Retailers Source from Others or Partner with Keurig for PL Brands
      • Illustration 2-28: Private Label K-Cup Products
      • Target's Archer Farms Mix & Match Meals
      • Illustration 2-29: Target's Archer Farms Mix & Match Meals

Chapter 3 Overall Private Label Food & Beverage Market

  • Introduction
    • Scope of Report
    • Methodology
    • Product Definitions
      • Food Market
      • Beverage Market
    • Private Label Food & Beverage Sales Exceed $100 Billion in 2013
      • Figure 3-1 U.S. Retail Sales of Food & Beverage Products: Private Label and Total, 2012-2013 (dollars and units, in billions)
    • Food About 80% of Overall PL Sales
      • Figure 3-2 Dollar and Unit Shares of U.S. Retail Sales of Private Label Products: Food vs. Beverage, 2013 (percent)
    • Sales of PL Food $80 Billion, PL Beverages $22 Billion in 2013
      • Table 3-1 U.S. Retail Sales of Food vs. Beverage Products: Private Label and Total, 2012-2013 (dollar and unit sales, billions; average unit price (AUP), $)
    • Overall PL Penetration at 19%-21%
      • Figure 3-3 Dollar and Unit Shares of U.S. Retail Sales of Food & Beverage Products: Private Label vs. Branded, 2013 (dollars and units, percent)
    • PL Dollar Growth Slightly Higher Due to Higher Price Increase
      • Table 3-2 IRI-Tracked Sales of Food & Beverage Products: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Center Store Food Largest Private Label Category
      • Figure 3-4 Share of U.S. Retail Sales of Private Label Food & Beverage Products by Category, 2013 (percent)
      • Meat, Bottled Water Have Stand-Out Performance in 2013
      • Table 3-3 IRI-Tracked Sales of Private Label Food & Beverage Products by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Private Label Penetration by Category
      • Dairy Products Have Highest PL Penetration
      • Figure 3-5 Private Label Food & Beverage Product Shares of Total Category, 2013 (percent)
    • Largest PL Segments
      • Table 3-4 IRI-Tracked Sales of Private Label Food & Beverage Products: By Leading Segments, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Table 3-4 IRI-Tracked Sales of Private Label Food & Beverages Products: By Leading Segments, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Table 3-5 Overview of Leading Private Label Food & Beverage Product Segments
    • Fastest Growing PL Segments in 2013
      • Table 3-6 IRI-Tracked Sales of Private Label and Total Market Food & Beverage Products: By Selected Segments with Largest Sales Growth, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Table 3-7 Overview of Private Label Food & Beverage Product Segments with Highest Sales Growth, 2012-2013
    • PL Segments with Largest Sales Declines in 2013
      • Table 3-8 IRI-Tracked Sales of Private Label and Total Market Food & Beverage Products: By Selected Segments with Largest Sales Declines, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Table 3-9 Overview of Private Label Food & Beverage Product Segments with Largest Sales Declines
    • Prices Spike for Eggs, Meat, Fresh Fruits, Fish and Seafood
      • Table 3-10 Changes in Food at Home Price Indexes by Category, May 2013 to May 2014 (percent)
    • Price Differences Between PL and Branded Categories Vary Widely
      • Table 3-11 IRI-Tracked Average Unit Prices for Private Label Food & Beverage Products: By Category, March 2014 (average unit price (AUP), $)
    • Food Segments with Highest PL Penetration
      • Figure 3-6 Private Label Food & Beverage Product Shares of Total Segment: By Segments with Highest Penetration, 2013 (percent)
      • Table 3-12 Overview of Food Product Segments with Highest Private Label Penetration
    • Beverage Segments with Highest PL Penetration
      • Figure 3-7 Private Label Beverage Product Shares of Total Segment: By Segments with Highest Penetration 2013 (percent)
      • Table 3-13 Overview of Beverage Product Segments with Highest Private Label Penetration
    • Food and Beverage Segments with Lowest PL Penetration
      • Figure 3-8 Private Label Food & Beverage Product Shares of Total Segment: By Segments with Lowest Penetration, 2013 (percent)
      • Sports and Energy Drinks Have Lowest PL Penetration
      • Candy and Gum
      • Soft Drinks
      • Milk Substitutes
      • Baby Foods
      • Coffee and Tea
      • Refrigerated Juices
    • Sales by Retail Channel
      • Figure 3-9 Share of Private Label Food & Beverage Product Sales by Retail Channel, 2014 (percent)
      • Table 3-14 Sales of Private Label Food & Beverage Products by Retail Channel, 2013 vs. 2014 (billions)
    • Market Forecast
      • PL Food
      • PL Beverages
      • Figure 3-10 Projected U.S. Retail Sales of Private Label Food & Beverage Products, 2013-2018 ($, billions)

Chapter 4 The Private Label Food Market

  • Food Market Defined
  • Private Label Food Sales Reach $80 Billion in 2013
    • Figure 4-1 U.S. Retail Sales of Food (Excluding Beverage) Products: Private Label and Total Market, 2012-2013 (dollars and units, in billions)
  • Private Label Food About 19% of Total Food Dollar Sales
    • Figure 4-2 Dollar and Unit Shares of Retail Sales of Food (Excluding Beverage) Products: Private Label vs. Branded, 2013 (percent)
  • Center Store Foods Largest Private Label Category
    • Figure 4-3 Share of Retail Sales of Food (Excluding Beverage) Products by Category: Private Label vs. Total Market, 2013
    • Dairy Has Highest Private Label Penetration in Food Market
    • Figure 4-4 Private Label Food (Excluding Beverage) Product Share of Sales by Category: Dollars vs. Units, 2013 (percent)
    • Meat, Poultry, and Seafood Has Stand-Out Performance in 2013
    • Table 4-1 IRI-Tracked Sales of Private Label Food (Excluding Beverage) Products by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Private Label vs. Branded Food Sales
  • Product Segment Sales: Center Store
    • Table 4-2 IRI-Tracked Sales of Food (Excluding Beverage) Products by Category: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Figure 4-5 Share of Center Store Private Label Food (Excluding Beverage) Product Sales by Segment, 2013 (percent)
    • Shelf-Stable Fruit Has Highest Private Label Penetration in Center Store Food
    • Figure 4-6 Private Label Shares of Food (Excluding Beverage) Product Sales by Segment, 2013 (percent)
  • Center Store Segments
    • Snacks
    • Condiments, Sauces, Spices and Spreads
    • Baking and Cooking Products
    • Breakfast Foods
    • Dinners and Side Dishes
    • Vegetables, Tomato Products and Beans
    • Shelf-Stable Meats & Seafood
    • Fruit (Canned, Bottled and Dried)
    • Candy and Gum
    • Ethnic Foods
    • Baby Foods
    • Table 4-3 IRI-Tracked Sales of Center Store Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Dairy Food
    • Figure 4-7 Share of Dairy Food (Excluding Beverage) Private Label Product Sales by Segment, 2013 (percent)
    • Eggs Have Highest Private Label Penetration in Dairy Food
    • Figure 4-8 Private Label Shares of Dairy Food (Excluding Beverage) Market Sales by Segment, 2013 (percent)
  • Dairy Food Segments
    • Natural Cheese
    • Eggs and Egg Substitutes
    • Cultured Dairy
    • Butter & Butter Substitutes
    • Processed Cheese
    • All Other Dairy Foods
    • Table 4-4 IRI-Tracked Sales of Dairy Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Frozen Food
    • Figure 4-9 Share of Private Label Frozen Food (Excluding Beverage) Product Sales by Segment, 2013 (percent)
    • Fruits and Vegetables Have Highest Private Label Penetration in Frozen Food
    • Figure 4-10 Private Label Shares of Frozen Food (Excluding Beverage) Market Sales by Segment: Dollars vs. Units, 2013 (percent)
  • Frozen Food Segments
    • Meat, Poultry and Seafood
    • Frozen Desserts
    • Frozen Vegetables
    • Frozen Dishes
    • Frozen Fruit
    • Frozen Breakfast and Other Foods
    • Table 4-5 IRI-Tracked Sales of Frozen Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Bakery Products
    • Figure 4-11 Share of Private Label Bakery Food Product Sales: Sweet vs. Non-Sweet, 2013 (percent)
    • Non-Sweet Bakery Products Have Highest Private Label Penetration Especially in Units
    • Figure 4-12 Private Label Shares of Non-Sweet vs. Sweet Bakery Product Sales: Dollars vs. Units, 2013 (percent)
  • Bakery Food Product Segments
    • Non-Sweet Bakery Food
    • Sweet Bakery Food
    • Table 4-6 IRI-Tracked Sales of Bakery Food Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Meat, Poultry & Seafood
    • Figure 4-13 Share of Private Label Meat, Poultry & Seafood Product Sales by Segment, 2013 (percent)
    • Fresh Meat and Poultry Has Highest Private Label Penetration
    • Figure 4-14 Private Label Shares of Meat, Poultry & Seafood Market Sales by Segment, 2013 (percent)
  • Meat, Poultry & Seafood Product Segments
    • Fresh Meat & Poultry
    • Breakfast Meats
    • Processed Dinner Meat
    • Fresh Seafood
    • Table 4-7 IRI-Tracked Sales of Meat, Poultry & Seafood Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Refrigerated Food
    • Figure 4-15 Share of Refrigerated Private Label Food (Excluding Beverage) Product Sales by Segment, 2013 (percent)
    • Refrigerated Dishes, Dough and Baked Goods Have Highest Private Label Penetration
    • Figure 4-16 Private Label Shares of Refrigerated Food (Excluding Beverage) Market Sales by Segment, 2013 (percent)
  • Refrigerated Food Product Segments
    • Refrigerated Lunchmeats
    • Refrigerated Dishes
    • Refrigerated Dough and Baked Goods
    • Other Refrigerated Foods
    • Table 4-80 IRI-Tracked Sales of Refrigerated Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Sales by Retail Channel
    • Figure 4-17 Share of Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2014 (percent)
    • Table 4-9 Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2013 and 2014 (billions)
  • Market Forecast
    • Figure 4-18 Projected U.S. Retail Sales of Private Label Foods (Excluding Beverages), 2013-2018 ($, billions)

Chapter 5 The Private Label Beverage Market

  • Beverage Market Defined
  • Private Label Beverage Sales Reach $22 Billion in 2013
    • Figure 5-1 U.S. Retail Sales of Beverage Products: Private Label and Total Market, 2012-2013 (dollars and units, in billions)
  • Private Label Beverages 20% of Total Beverage Dollar Sales
    • Figure 5-2 Dollar and Unit Shares of Retail Sales of Beverage Products: Private Label vs. Branded, 2013 (dollars and units, percent)
  • Dairy Beverages Largest Private Label Category
    • Figure 5-3 Share of Retail Sales of Beverage Products by Category: Private Label vs. Total Market, 2013 (percent)
    • Dairy Has Highest Private Label Penetration in Beverage Market
    • Figure 5-4 Private Label Beverage Product Share of Sales by Category:
    • Dollars vs. Units, 2013 (percent)
    • Bottled Water Has Stand-Out Performance in 2013
    • Table 5-1 IRI-Tracked Sales of Private Label Beverage Product Sales by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Private Label vs. Branded Beverage Sales
    • Table 5-2 IRI-Tracked Sales of Beverage Products by Category: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment/Class Sales: Dairy Beverages
    • Figure 5-5 Share of Private Label Dairy Beverage Products by Segment, 2013 (percent)
    • Refrigerated Milk Has Highest Private Label Penetration in Dairy
    • Beverages
    • Figure 5-6 Private Label Shares of Dairy Beverage Product Sales by Segment, 2013 (percent)
  • Dairy Beverage Segments/Product Classes
    • Refrigerated Milk
    • Other Milks
    • Creams and Creamers
    • Milk Substitutes
    • Table 5-3 IRI-Tracked Sales of Dairy Beverage Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Bottled Water
    • Figure 5-7 Share of Private Label Bottled Water Product Sales by Segment, 2013 (percent) Jug/Bulk Segment Has Highest Private Label Penetration in Bottled Water
    • Figure 5-8 Private Label Shares of Beverage Product Sales by Segment: Dollars vs. Units, 2013 (percent)
  • Bottled Water Segments
    • Table 5-4 IRI-Tracked Sales of Bottled Water Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment Sales: Juices
    • Figure 5-9 Share of Private Label Juice Product Sales by Segment, 2013
    • (percent)
    • Frozen Products Have Highest Private Label Penetration in Juices
    • Figure 5-10 Private Label Shares of Beverage Product Sales by Shelving Classification: Dollars vs. Units, 2013 (percent)
  • Juice Segments
    • Shelf-Stable
    • Refrigerated
    • Frozen
    • Table 5-5 IRI-Tracked Sales of Juice Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Juice Sales by Flavor
    • Table 5-6 IRI-Tracked Sales of Juice Products by Flavor: Private Label vs. Total Market, 2012-2013 (dollar, millions)
  • Product Segment Sales: Coffee and Tea
    • Figure 5-11 Share of Private Label Coffee and Tea Product Sales by Segment, 2013 (percent)
    • Figure 5-12 Share of Private Label Coffee and Tea Sales by Product Type, 2013 (percent)
    • Whole Coffee Beans Have Highest Private Label Penetration in Dollars; Refrigerated Tea Highest in Units
    • Figure 5-13 Private Label Shares of Coffee and Tea Product Sales by Segment, 2013 (percent)
  • Coffee and Tea Product Segments/Product Classes
    • Coffee
    • Tea
    • Table 5-7 IRI-Tracked Sales of Coffee and Tea by Product Type: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment/Product Class Sales: Carbonated Beverages
    • Figure 5-14 Share of Private Label Carbonated Beverage Product Sales by Segment, 2013 (percent)
    • Seltzer, Club Soda and Tonic Water Have Highest Private Label Penetration
    • Figure 5-15 Private Label Shares of Carbonated Beverage Product Sales by Segment: Dollars vs. Units, 2013 (percent)
  • Carbonated Beverages Product Segments/Classes
    • Table 5-8 IRI-Tracked Sales of Carbonated Beverages Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Product Segment/Class Sales: Sports & Energy Drinks
    • Figure 5-16 Share of Private Label Sports & Energy Drink Sales by Segment, 2013 (percent)
    • Energy Drink Mixes Have Highest Private Label Penetration
    • Figure 5-17 Private Label Shares of Sports & Energy Drink Sales by Segment, 2013 (percent)
  • Sports & Energy Drinks Product Segments/Classes
    • Virtually All Private Label Product Classes Have Declining Sales
    • Table 5-9 IRI-Tracked Sales of Sports & Energy Drinks by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
  • Sales by Retail Channel
    • Figure 5-18 Share of Private Label Beverage Product Sales by Retail Channel, 2014 (percent)
    • Table 5-10 Private Label Beverage Product Sales by Retail Channel, 2013 and 2014 (billions)
  • Market Forecast
    • Figure 5-19 Projected U.S. Retail Sales of Private Label Beverage Products, 2013-2018 ($, billions)

Chapter 6 Competition in the Retail Landscape

  • Retail Overview
  • Cross-channel Shopping the Norm
    • Figure 6-1 Type of Store(s) Shopped on Most Recent Grocery Shopping Trip, 2014 (percent of grocery shoppers)
  • Walmart Largest U.S. Retailer of Food and Beverages
    • Table 6-1 Estimated U.S. Food and Beverage Sales of Selected Major Retailers ($, billions)
  • Mergers, Acquisitions, and Divestitures
  • Private Label Brands Key Part of Retailer Strategy
    • Private Label Portfolios Evolve
    • Table 6-2 Private Label Store Brands of Selected Retailers, 2014
  • Private Label Sales by Retail Channel
    • Private Label Food
    • Figure 6-2 Share of Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2014 (percent)
    • Table 6-3 Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2013 and 2014 (billions)
    • Private Label Beverages
    • Figure 6-3 Share of Private Label Beverage Product Sales by Retail Channel, 2014 (percent)
    • Table 6-4 Private Label Beverage Product Sales by Retail Channel, 2013 and 2014 (billions)
  • Grocery Stores/Supermarkets
    • The Kroger Co.
    • Private Label Key to Kroger's Strategy
    • Safeway, Inc.
    • Safeway Has Extensive Private Label Portfolio
    • Table 6-5 Safeway's Portfolio of Private Label Brands
    • Aldi Inc.
    • 90% of Aldi Products Are Private Label
    • Illustration 6-1: Aldi Private Label Brands
  • Natural Supermarkets
    • Whole Foods Market, Inc.
    • Private Label Part of Whole Foods Differentiation Strategy
    • Trader Joe's Co., Inc.
    • 80% of Trader Joe's Products Are Private Label
  • Supercenters/Mass Merchandisers
    • Walmart Stores, Inc.
    • Private Label Fills Value Gaps for Walmart
    • Target Corporation
    • Simply Balanced New Target Private Label Brand
  • Warehouse Club Stores
    • Costco Wholesale Corporation
    • Costco Co-Brands with Kirkland
    • Illustration 6-2: Selected Kirkland Co-branded Products
    • Sam's Club
    • Illustration 6-3: Sam's Club Private Label Brands
  • Convenience Stores (C-Stores)
    • 7-Eleven's 7-Select
    • Illustration 6-4: 7-Eleven Private Label Line
    • Kwik Trip Keeps It Fresh
    • Illustration 6-5: Kwik Trip Glazers Donuts
  • Dollar Stores
    • Dollar General
    • Illustration 6-6: Dollar General Clover Valley Brand
    • Family Dollar
    • Illustration 6-7: Family Dollar Family Gourmet Brand
  • Drugstores
    • Walgreens
    • Illustration 6-8: Walgreens Private Label Brands
    • CVS' Gold Emblem Private Label Brand
    • Illustration 6-9: CVS Gold Emblem Brand
  • Internet Sales
    • Kroger Buys Online Retailer Vitacost
    • Illustration 6-10: Vitacost Private Label Food
  • Ethnic Grocery Chains Proliferate
    • Private Label Products Not as Popular With Hispanics and Asians
    • Table 6-6 Selected Ethnic Grocery Chains, 2014

Chapter 7 Marketing & Promotion

  • Marketing and Promotion Trends
    • Consumers Still Shopping Frugally
      • Price Promotion for Own Brands Still Powerful
      • Illustration 7-1: Hy-Vee Brand Sale
      • Illustration 7-2: Food Lion Store Brand Super Sale
      • Comparison to National Brands
      • Illustration 7-3: Target PL Brand Compare & Save Promotion
      • Illustration 7-4: Stop & Shop Our Brand Challenge
    • Retailers Link PL Brand Promotions to Successful Loyalty Programs
      • Whole Foods Tests PL Brand Loyalty Program
      • Illustration 7-5: Whole Foods 365 Brand Loyalty Program
      • Walgreens Links PL Brand Nice! to Loyalty Program
      • Illustration 7-6: Walgreens PL Brand Nice! Linked to Loyalty Program
    • Aldi's Uses Circular to Promote Value of New Simply Nature PL Brand
      • Illustration 7-7: Aldi's Circular Promoting New Simply Nature PL Brand
    • IGA Features PL Products for Cause Marketing
      • Illustration 7-8: IGA Wounded Warrior Project Co-Brand Promotion
    • Contests Integrate PL Brands
      • Trader Joe's Master-at-Miso Recipe Contest
      • Illustration 7-9: Trader Joe's Master-at-Miso Recipe Contest
      • Food Lion's You Name It Contest
      • Illustration 7-10: Food Lion's You Name It Contest
      • Smart & Final's Our Brands, Your Pics Contest
      • Illustration 7-11: Smart & Final Our Brands, Your Pics Contest
      • Wawa's Parched Madness Tournament Features PL Drinks
      • Illustration 7-12: Wawa's Parched Madness Tournament
    • Events Highlight PL Brands
      • Food Lion Frugal Cook Off
      • Illustration 7-13: Food Lion's Frugal Cook Off
      • Target's Archer Farms at the Food Network South Beach Wine & Food Festival
      • Illustration 7-14: Target's Archer Farms at Food Network South Beach Wine & Food Festival
      • Walgreens Good & DeLish Featured In All-Star Celebrity Apprentice
      • Illustration 7-15: Walgreens Good & DeLish Featured In All-Star Celebrity Apprentice
      • Winn-Dixie's Cone Crew Promotes PL Soda and Ice Cream
      • Illustration 7-16: Winn-Dixie's Cone Crew
    • Branding of Private Label Portfolios Evolve
      • Table 7-1 Private Label Store Brands of Selected Retailers, 2014
      • Safeway and Aldi Have Extensive Private Label Brand Portfolios
      • Illustration 7-17: Aldi's Private Label Brands
      • Illustration 7-18: Safeway' Private Label Brands
      • Illustration 7-19: Walmart's Redesigned Sam's Choice
      • Walmart Also Tests Extreme Value PL Brand
      • Illustration 7-20: Walmart's Extreme Value Price First
      • Kroger Goes Against Trend with New PL Value Brands
      • Illustration 7-21: Kroger's New Value PL Brands
    • Packaging Key Marketing and Merchandising Tool
      • Packaging Helps CVS's Gold Emblem Abound Stand Out
      • Illustration 7-22: CVS Gold Emblem Abound
      • Safeway's Primo Taglio Redesign
      • Illustration 7-23: Safeway's Primo Taglio Redesign
      • Target's Archer Farms Modernized
      • Illustration 7-24: Target's Archer Farms Redesign
    • Retailers Invest in Marketing Campaigns to Build PL Brands
      • Kroger Builds PL Brand Simple Truth with Heavy Marketing Support
      • Illustration 7-25: Kroger Simple Truth Marketing Campaign Elements
      • Fresh & Easy Private Brand Stars in New Marketing
      • Illustration 7-26: Fresh & Easy TV Commercial
      • H-E-B PL Brand Commercials Feature San Antonio Spurs Players
      • Illustration 7-27: H-E-B PL Brand Commercials with San Antonio Spurs
    • PL Marketers Use Social Media
      • Social Media Key to AWG's Clearly Organic Relaunch
      • Illustration 7-28: Clearly Organic Website
      • Trader Joe's iPhone App
      • Illustration 7-29: Trader Joe's New iPhone App
      • Walgreens Creates YouTube Series to Promote PL Brands
      • Illustration 7-30: Walgreens' "Mom's Cool Things" You Tube Series

Chapter 8 The Consumer

  • Sources
  • Store Brands Key Factor in Grocery Shopping Destination for 36% of Consumers
    • Figure 8-1 Product Types Most Important in Deciding Where to Shop for Groceries, 2013 (percent of adults)
  • Consumers Rate Store Brands High in Value and Quality Compared to National Brands
    • Figure 8-2 Percent Strongly/Somewhat Agreeing With Statements About National and Store Brands, 2013 (percent of adults)
  • Demographic Characteristics of Consumers Who Prefer National Brand Name Groceries
    • Table 8-1 Demographic Characteristics of Those Who Strongly/Somewhat Agree, "I Prefer to Buy National Brand Name Groceries," 2014 (percent of adults)
  • Most Popular Private Label/Store Brand Products
    • Table 8-2 Percentage of U.S. Households That Most Often Use Private Label: Leading Food and Beverage Products, 2004-2013 (percent)
  • Dairy Case: Strong Private Label Driver
    • Table 8-3 Use of Dairy Case Products: Private Label vs. Overall, 2013 (percent of adults)
  • Demographic Focus: Natural/Imported Cheese
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-4 Demographic Characteristics of Natural and Imported Cheese Consumers: Kraft vs. Store Brands, 2013 (index)
  • Slices and Shredded Most Purchased Forms of Store Brand Cheese
    • Figure 8-3 Forms of Store Brand Cheese Purchased Within the Last 3 Months, 2014 (percent)
  • Condiments: Relatively Low Private Label Penetration
    • Table 8-5 Use of Condiment Products: Private Label vs. Overall, 2013 (percent of adults)
  • Demographic Focus: Salad or Cooking Oil
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-6 Demographic Characteristics of Salad/Cooking Oil Consumers: Wesson vs. Store Brands, 2013 (index)
  • Baking Products: Strong Penetration For Commodity Products
    • Table 8-7 Use of Baking Products: Private Label vs. Overall, 2013 (percent)
  • Demographic Focus: Sugar
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-8 Demographic Characteristics of Sugar Consumers: Domino vs. Store Brands, 2013 (index)
  • Meal Products: Vegetables Have Highest Private Label Penetration
    • Table 8-9 Use of Meal Products: Private Label vs. Overall, 2013 (percent of adults)
  • Demographic Focus: Frozen Vegetables
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-10 Demographic Characteristics of Frozen Vegetable Consumers: Birds Eye vs. Store Brands, 2013 (index)
  • Breakfast and Bakery Products: Opportunity for Growth
    • Table 8-11 Use of Breakfast and Bakery Goods: Private Label vs. Overall, 2013 (percent of adults)
  • Demographic Focus: Bread
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-12 Demographic Characteristics of Bread Consumers: Nature's Own vs. Store Brands, 2013 (index)
  • Snacks: Relatively Low Private Label Penetration
    • Table 8-13 Use of Snacks Products: Private Label vs. Overall, 2013 (percent of adults)
  • Dairy Demographic Focus: Ice Cream
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-14 Demographic Characteristics of Ice Cream Consumers: Breyers vs. Store Brands, 2013 (index)
  • Beverage Products: Low Private Label Penetration
    • Table 8-15 Use of Beverage Products: Private Label vs. Overall, 2013 (percent of adults)
  • Dairy Demographic Focus: Orange Juice Bottles/Cans/Cartons
    • Gender
    • Age
    • Household Income
    • Educational Attainment
    • Region
    • Race
    • Children in Household
    • Table 8-16 Demographic Characteristics of Orange Juice Consumers: Tropicana vs. Store Brands, 2013 (index)
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