Private Label Food and Beverage Report

Private Label Food and Beverages in the U.S., 7th Edition
Report Details:
Published:October 2012
No. of Pages: 284
Price: Single User License – US$3995

In grocery aisles, the quality and progessiveness of current generation private-label products has
been a boon to shoppers who are maintaining a more frugal lifestyle, whether as a long-term
philosophy, a sensible adjustment to the economic downturn, or a remedial treatment for previous
excess. Wegmans store brand products, Trader Joe's, Whole Foods 365, Target's Archer Farms,
and Costco's Kirkland Signature rank among the red badges of savvy grocery shopping.
Ongoing economic doldrums have created a rich environment for the steadily improved quality and
the steadily growing sales of private label food and beverage products. Packaged Facts estimates
that private label food and beverage dollar sales topped $98 billion in 2011 to account for 17.6% of
total food and beverage retail sales in the United States, with dollar sales rising 6% over the 2010
level.
Packaged Facts Food Shopper Insights survey data show that nearly two-thirds (62%) of shoppers
believe 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 national
name brands.
Private label products provide grocery retailers with greater profit margins than national brands
and allow them to meet the heightened consumer demand for value. Grocery retailers across the
board have announced plans to increase private label offerings, notably including expansion of
good-for-you products and premium or foodie/gourmet offerings, along with the consolidation of
multiple private label lines under new, more eye-catching labels.
Scope and Methodology
This seventh edition of Private Label Food & Beverages in the U.S. focuses on the mass-market
products sold through supermarkets, discount stores and supercenters, warehouse clubs, and
mass merchandisers, but also examines trends affecting other food and beverage retailers
including 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 pertaining
to those products that move through unmonitored outlets, to estimate the total private-label food
and 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

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.

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Major points covered in Table of Contents of this report include
Table of Contents
Chapter 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 Market
Private-Label Food & Beverage Market Size and Growth
Total Private Label Food & Beverage Market Nearing $100 Billion
Table 1-1: Private Label Food & Beverage Retail Sales vs.Total Food & Beverage Retail Sales,
2007-2011 (in millions $)
Private Label Food Sales Top $80 Billion
Table 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 Billion
Table 1-3: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in
millions $, millions units)
Total Private Label Food & Beverage to Reach $133 billion
Table 1-4: Forecast of Private Label Food & Beverage Retail Dollar Sales vs. Total Food &
Beverage Retail Dollar Sales, 2011-2016 (in millions $)

Competitive Retail Landscape
Supermarket Share of Overall Grocery Market Has Declined
Table 1-5: Food-At-Home Sales by Type of Outlet, 1993-2010 (percent)
Pricing Has Been Key to Shift in Market Share
Table 1-6: Average Annual Expenditures and Income of All Consumer Units and Percent
Changes, 2008-2010
Private Label Has Important Role
Consumers Save Big with Private Label
Table 1-7: Average Percentage Differences in National Brand vs.Private Label Pricing for Selected
Food Categories
Drugstores Grow Grocery Operations Through Private Label
Dollar Stores Big Winners from Recession
Back to the Neighborhood
Future Growth Highly Probable
Table 1-8: Selected Private Label Gainers and Losers 2010-2011
Optimists and Pessimists Alike Focus on Careful Spending
Price War Heats Up Among Retailers
Price Comparison as Strategy
Joining the Locavore Movement
Social Media Especially Useful for Reaching Younger Consumers
Wholesalers Consolidating
Is Private Label Hitting a Wall?
Possibility That “Frugal Fatigue” May Become a Game Changer
Price Freezes
Increasing Marketing Professionalism
Comparison Promotions
Sampling
Social Media
Twitter Comes On Strong
Mobile Media
Promotional Activities
Appealing to Local Interests
Packaging a Key Element of Private Label Marketing
New Images More Striking
A Design for Each Value Level
New Packaging and the Consumer
Keeping Pace with National Brands
Keeping Pace in Emerging Categories
Expanding Ethnic Lines
Healthy Ingredients
The Consumer
Private Label Users in Period of Transition

Motives for Private Label Purchasing are Mixed
Decision Making on Private Label Still in Flux
Private Label Usage Preference Rates by Winter 2012 Top 20 Categories
Figure 1-1: Percentage of U.S. Adults Who Most Often Use
Private Label: Top 20 Food and Beverage Categories, Winter 2012
Consistent Growth Patters Among Top Private Label Categories
Table 1-9: Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food and
Beverage Categories, 2008-2012
Store Brands vs. National Brands
Table 1-10: Attitudes of Grocery Shoppers toward National/Name
Brands and Store Brands, 2011 (percent of grocery shoppers)
Chapter 2: Overall Private Label Food & Beverage Market
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 Market
Private Label Food & Beverage Market Size and Growth
Total Private Label Food & Beverage Market Nearing $100 Billion
Penetration Within Food, Drug & Mass-Market Channels
Private Label Food & Beverage vs. Total Market
Table 2-1: Private Label Food & Beverage Retail Sales vs. Total Food & Beverage Retail Sales,
Total Food & Beverage CAGR at Less Than Half That of Private Label
More Categories Grow than Decrease
Figure 2-1: Percent of Food and Beverage Categories with Dollar Sales Increases, 2010 to 2011
Private Label Food vs. Private Label Beverage
Figure 2-2: Share of Private Label Market by Food and Beverage Dollar Sales, 2007 vs. 2011
(percent)
Private Label Food Sales Top $80 Billion
Slow Beverage Growth Begins with Lower Milk Prices
Table 2-2: Total Private Label Food Retail Dollar Sales vs. Private Label Beverage Retail Dollar
Sales, 2007-2011 (in millions $)
Private Label Food vs. Branded Food
Figure 2-3: Share of Total Food Market by Private Label and National Brand Retail Dollar Sales,
2007 vs. 2011 (percent)

National Brand Foods Struggle as Recession Deepens
Table 2-3: Private Label Food Retail Sales vs. National Brand Food Retail Sales, 2007-2011 (in
millions $)
Private Label Food Unit Growth Tops 9.5 Billion from 2007 to 2011
Table 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 2011
Figure 2-4: Percent of Total Food Unit Sales, Private Label vs.Branded, 2007-2011
Decreases Dominate in Food Unit Sales Categories
Figure 2-5: Percent of Food and Beverage Categories with Unit Sales Increases, 2010 to 2011
Private Label Food Average Price per Unit
Table 2-5: Private Label Food Retail Average Price per Unit vs. National Brand Food Retail
Average Price per Unit, 2007-2011
(in dollars)
Private Label Food Prices Grow Less than 3.3%
Private Label Beverages vs. National Brand Beverages
Figure 2-6: Percent of Total Beverage Dollar Sales, Private Label vs. Branded, 2007-2011
National Brand Beverages See Rebound in 2011
Table 2-6: Private Label Beverage Retail Sales vs. National Brand Beverage Retail Sales, 2007-
2011 (in millions $)
Private Label Beverage Unit Sales Expand
Figure 2-7: Percent of Total Beverage Unit Sales, Private Label
vs. Branded, 2007-2011
Branded Beverage Unit Sales Turn Upward in 2010
Table 2-7: Private Label Beverage Retail Unit Sales vs. National Brand Beverage Retail Unit
Sales, 2007-2011 (in millions units)
Slow Growth for Private Label Beverage Average Price Per Unit
Branded Beverage Average Unit Price Held in Check
Table 2-8: Private Label Beverage Retail Average Price per Unit vs. Branded Retail Beverage
Average Price per Unit, 2007-2011 (in dollars)
Private Label Food & Beverage Market Forecast
Total Private Label Food & Beverage to Reach $133 billion
Table 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 Beverage
Retail Dollar Sales, 2011-2016 (in millions $)
Looking Ahead to 2016
Private Label Will Continue to Benefit
Brand Manufacturers Will Continue to Resist
Role of Quality
Building Relationships with Consumers
Building Identity through Building Relationships

Chapter 3: The Private Label Food Market
Private Label Food Topped $80 Billion in 2011
Figure 3-1: Private Label Food Retail Sales and Share of Total Food Retail Sales, 2007-2011 (in $
millions)
Slow Economy Boosts Private Label Food Sales
Table 3-1: Total Private Label Food Retail Dollar and Unit Sales and Average Price per Unit, 2007-
Manufacturer Costs Impact Consumer Sales and Prices
Private Label Food Sales by Store Department
Center Store
Table 3-2: Total Private Label Food Retail Sales by Category,2007-2011 (in millions $)
Frozen Foods
Dairy Food
Refrigerated Food
Bakery Products
Meat, Poultry, Seafood
Private Label Food Shares by Category
Figure 3-2: Share of Private Label Food Market by Category Dollar Sales, 2007 vs. 2011 (percent)

Private Label Center Store Foods
Figure 3-3: Private Label Center Store Food Retail Sales and Share of Total Center Store Food
Retail Sales, 2007-2011 (in millions $)
Unit Growth and Price Growth Trail Sales Increases
Table 3-3: Total Private Label Center Store Food Retail Dollar and Unit Sales and Average Price
per Unit, 2007-2011 (in millions $)
Private Label Center Store Products Segments
Figure 3-4: Share of Private Label Center Store Food Category by Product Segment Dollar Sales,
2007 vs. 2011 (percent)
Snacks
Table 3-4: Total Private Label Snack Retail Dollar and Unit Sales and Average Price per Unit,
Condiments, Sauces, Spices & Spreads
Table 3-5: Total Private Label Condiments, Sauces, Spices & Spreads Retail Dollar and Unit
Sales and Average Price per Unit, 2007-2011 (in millions $)
Baking & Cooking Products
Table 3-6: Total Private Label Baking & Cooking Products Retail Dollar and Unit Sales and
Average Price per Unit,2007-2011 (in millions $)
Dinners & Side Dishes
Table 3-7: Total Private Label Dinners & Side Dishes Retail Dollar and Unit Sales and Average
Price 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

Dollar and Unit Sales and Average Price per Unit, 2007-2011 (in millions $)
Breakfast Foods
Table 3-9: Total Private Label Breakfast Foods Retail Dollar and Unit Sales and Average Price per
Unit, 2007-2011 (in millions $)
Shelf-Stable Meats & Seafood
Table 3-10: Total Private Label Shelf-Stable Meats & Seafood Retail Dollar and Unit Sales and
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 Foods
Table 3-12: Total Private Label Ethnic Foods Retail Dollar and Unit Sales and Average Price per
Candy & Gum
Table 3-13: Total Private Label Candy & Gum Retail Dollar and Unit Sales and Average Price per
Baby Foods
Table 3-14: Total Private Label Baby Foods Retail Dollar and Unit Sales and Average Price per
Private Label Frozen Foods
Figure 3-5: Private Label Frozen Food Retail Sales and Share of Total Frozen Food Retail Sales,
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
Private Label Frozen Food Product Segments
Figure 3-6: Share of Private Label Frozen Food Category by Product Segment Dollar Sales, 2007
vs. 2011 (percent)
Frozen Meat, Poultry & Seafood
Table 3-16: Total Private Label Frozen Meat, Poultry & Seafood Retail Dollar and Unit Sales and
Average Price per Unit, 2007-2011 (in millions $)
Frozen Desserts
Table 3-17: Total Private Label Frozen Desserts Retail Dollar and Unit Sales and Average Price
Frozen Vegetables
Table 3-18: Total Private Label Frozen Vegetables Retail Dollar and Unit Sales and Average Price
Frozen Dishes
Table 3-19: Total Private Label Frozen Dishes Retail Dollar and Unit Sales and Average Price per
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, 2007-2011 (in millions $)
Frozen Fruit
Table 3-21: Total Private Label Frozen Fruit Retail Dollar and Unit Sales and Average Price per
Private Label Dairy Foods
Figure 3-7: Private Label Dairy Food Retail Sales and Share of Total Dairy Retail Food Sales,
Private Label Dairy Foods Fluctuate Through Period
Table 3-22: Total Private Label Dairy Food Retail Dollar and Unit Sales and Average Price per
Private Label Dairy Food Product Segments
Figure 3-8: Share of Private Label Dairy Food Category by Product Segment Dollar Sales, 2007
vs. 2011 (percent)
Eggs
Table 3-23: Total Private Label Eggs Retail Dollar and Unit Sales and Average Price per Unit,
Natural Cheese
Table 3-24: Total Private Label Natural Cheese Retail Dollar and Unit Sales and Average Price
Cultured Dairy
Table 3-25: Total Private Label Cultured Dairy Retail Dollar and Unit Sales and Average Price per
Butter & Butter Substitutes
Table 3-26: Total Private Label Butter & Butter Substitute Retail Dollar and Unit Sales and
Average Price per Unit, 2007-2011 (in millions $)
Processed Cheese
Table 3-27: Total Private Label Processed Cheese Retail Dollar and Unit Sales and Average Price
All Other Dairy Foods
Table 3-28: Total Private Label All Other Dairy Foods Retail Dollar and Unit Sales and Average
Private Label Refrigerated Foods
Figure 3-9: Private Label Refrigerated Food Retail Sales and Share of Total Refrigerated Food
Retail Sales, 2007-2011 (in millions $)
Modest Growth for Refrigerated Private Label Products
Table 3-29: Total Private Label Refrigerated Food Retail Dollar and Unit Sales and Average Price
Private Label Refrigerated Food Product Segment
Figure 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 Billion
Table 3-30: Total Private Label Refrigerated Dishes Retail Dollar and Unit Sales and Average

Lunchmeats See Growth from Price Increases
Table 3-31: Total Private Label Lunchmeats Retail Dollar and Unit Sales and Average Price per
Refrigerated Dough and Baked Goods Sales Are Flat
Table 3-32: Total Private Label Dough & Baked Goods Retail Dollar and Unit Sales and Average
Mixed Bag of Other Refrigerated Foods Fares Well
Table 3-33: Total Private Label All Other Refrigerated Products Retail Dollar and Unit Sales and
Private Label Bakery Foods
Figure 3-11: Private Label Bakery Food Retail Sales and Share of Total Bakery Food Retail Sales,
Unit Sales Negative
Table 3-34: Total Private Label Bakery Food Retail Dollar and Unit Sales and Average Price per
Private Label Bakery Food Product Segments
Figure 3-12: Share of Private Label Bakery Food Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Non-Sweet Bakery Food
Table 3-35: Total Private Label Non-Sweet Bakery Food Retail Dollar and Unit Sales and Average
Sweet Bakery Food
Table 3-36: Total Private Label Sweet Bakery Food Retail Dollar and Unit Sales and Average
Private Label Meats, Poultry & Seafood
Figure 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% CAGR
Table 3-37: Total Private Label Retail Meats, Poultry & Seafood Sales,2007-2011 (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, 2007 vs. 2011 (percent)
Fresh Meat & Poultry
Table 3-38: Total Private Label Fresh Meats & Poultry Retail Dollar and Unit Sales and Average
Breakfast Meats
Table 3-39: Total Private Label Breakfast Meats Retail Dollar and Unit Sales and Average Price
Processed Dinner Meat
Table 3-40: Total Private Label Processed Dinner Meat Retail Sales,2007-2011 (in millions $)
Fresh Seafood

Table 3-41: Total Private Label Fresh Seafood Retail Dollar and Unit Sales and Average Price per
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, 2007-
2011 (in billions $)
Slower Growth Despite Slow Economy
Table 4-1: Total Private Label Beverage Retail Sales and Average Price per Unit, 2007-2011 (in
Private Label Beverage Category Sales
Three Categories Above Overall Rate of Growth, Four Below
Private Label Dairy Beverages Just Over 3% CAGR
Private Label Juices Show Barely Increase
Private Label Bottled Water Increases Category Share
Carbonated Beverages Increase Category Penetration
Private Label Coffee & Tea Topped $1.5 Billion
Drink Mix Sales Fall
Private Label Sports & Energy Drinks Get Hit by Recession
Table 4-2: Total Private Label Beverage Retail Sales by Category,2007-2011 (in millions $)
Private Label Beverage Shares by Category
Figure 4-2: Share of Private Label Beverage Market by Category Dollar Sales, 2007 vs. 2011
(percent)
Private Label Dairy Beverages
Figure 4-3: Private Label Dairy Beverage Retail Sales and Share of Total Dairy Beverage Retail
Prices Also Impact Private Label Dairy Beverage Sales
Table 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 Prices
Private Label Milk Substitutes and Cultured Dairy Beverages Shine
Table 4-4: Total Private Label Dairy Beverage Retail Sales, 2007-2011 (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,
2007 vs. 2011 (percent)
Private Label Non-Milk Beverages Growing in Importance
Private Label Fruit & Vegetable Juices
Figure 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 Juices
Table 4-5: Total Private Label Fruit & Vegetable Juice Retail Sales and Average Price per Unit,
2007-2011 (in millions $, millions units)

A Plethora of Juice Product Segments
Growth Slows for Private Label Refrigerated Orange Juice
Frozen Orange Juice Down, Bottled Up
Private Label Juices Split Nearly Even Between Growth and Decline
Table 4-6: Total Private Label Fruit & Vegetable Juice Retail Sales, 2007-2011 (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, 2007 vs. 2011 (percent)
Private Label Bottled Water
Figure 4-7: Private Label Bottled Water Retail Sales and Share of Total Bottled Water Retail
Price increases Lift Private Label Bottled Water Sales Growth
Table 4-7: Total Private Label Bottled Water Retail Sales and Average Price per Unit, 2007-2011
Strong Growth for Private Label Convenience/Pet Still Water
Table 4-8: Total Private Label Bottled Water Retail Sales, 2007-2011
(in millions $)
Consumers Opt for Smaller Private Label Bottled Water Units
Figure 4-8: Share of Private Label Bottled Water Category by
Product Segment Dollar Sales, 2007 vs. 2011 (percent)
Private Label Carbonated Beverages
Figure 4-9: Private Label Carbonated Beverage Retail Sales and Share of Total Carbonated
Beverage Retail Sales, 2007-2011 (in millions $)
Soft Drinks Sales Slow Down
Table 4-9: Total Private Label Carbonated Beverage Retail Sales and Average Price per Unit,
Low Calorie Soft Drinks Have Most Growth
Table 4-10: Total Private Label Carbonated Beverage Retail Sales,2007-2011 (in millions $)
Regular Soft Drinks Dominate Category
Figure 4-10: Share of Private Label Carbonated Beverage Category by Product Segment Dollar
Private Label Coffee & Tea
Figure 4-11: Private Label Coffee & Tea Retail Sales and Share of Total Coffee & Tea Retail
Average Unit Price Flattens
Table 4-11: Total Private Label Coffee & Tea Retail Sales and Average Price per Unit, 2007-2011
Tea Sales Gain Share from Coffee
Private Label Ground Coffees
Refrigerated Teas
Canned and Bottled Teas
Whole Coffee Beans

Other Private Label Coffee and Tea Products
Table 4-12: Total Private Label Coffee & Tea Retail Sales, 2007-2011 (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,
2007 vs. 2011 (percent)
Private Label Drink Mixes
Figure 4-13: Private Label Drink Mix Retail Sales and Share of Total Drink Mix Retail Sales, 2007-
Private Label Drink Mixes Unit Sales Decline Through 2011
Table 4-13: Total Private Label Drink Mix Retail Sales and Average Price per Unit, 2007-2011 (in
Private Label Fruit Drinks Lose Ground
Private Label Hot Cocoa Growth Modest
Mixed Results for Other Segments
Table 4-14: Total Private Label Drink Mix Retail Sales, 2007-2011
(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, 2007
vs. 2011
Private Label Sports & Energy Drinks
Figure 4-15: Private Label Sports & Energy Drink Retail Sales and Share of Total Sports & Energy
Drinks Retail Sales, 2007-2011 (in millions $)
Unit Sales Show Negative Growth
Table 4-15: Total Private Label Sports & Energy Drink Retail Sales and Average Price per Unit,
Sports and Energy Drink Mixes Have Strongest Growth
Table 4-16: Total Private Label Sports & Energy Drink Retail Sales,2007-2011 (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
Chapter 5: Competition in the Retail Landscape
Supermarket Share of Overall Grocery Market Has Declined
Table 5-1: Food-At-Home Sales by Type of Outlet, 1993-2010
Pricing Has Been Key to Shift in Market Share
Table 5-2: Average Annual Expenditures and Income of All Consumer Units and Percent
Changes, 2008-2010
Private Label Has Important Role
Private Label Proliferation and Consolidation
Table 5-3: Private Label Grocery Brands
Consumers Save Big with Private Label
Table 5-4: Average Percentage Differences in National Brand vs.Private Label Pricing for Selected
Food Categories

Private Labels Challenge Weaker Branded Lines
Drugstores Grow Grocery Operations Through Private Label
Table 5-5: Drug Chain Grocery Brands
Dollar Stores Big Winners from Recession
Beyond Price as a Motivation
Back to the Neighborhood
Working Toward Innovation
Millennials Influence Shifts in Retail Landscape
Ethnic Grocery Chains Proliferate
Table 5-6: Selected Asian and Hispanic Supermarket Chains
The Man Aisle
Retail Landscape Will Continue to Change
Private Label Manufacturers Respond to Changing Landscape .
Ralcorp Consolidates
ConAgra Keeps Acquiring
Small Companies Continue to Enter PL Manufacturing Field
Retailers are Private Label Manufacturers, Too
Competitor Profiles
Supervalu: Poster Child for Supermarket Woes
Overview: A Victim of the Recession
Table 5-7: Supervalu Financials, 2007-2011 (in millions)
Private Label Expected to Contribute to Turnaround
Can Supervalu Survive Intact?
Ahold USA
Driving Private Label
Aldi, Inc.
Overview
Costco Wholesale Corporation
Overview
Delhaize America LLC
Overview
Table 5-8: Delhaize America, 2009-2011
Table 5-9: Delhaize America, Stores by Region
Food Lion Transformation
Bottom Dollar to Expand
MyEssentials Private Label to Receive More Promotion
The Kroger Co.
Overview
Table 5-10: Kroger Sales and Earnings, Fiscal 2009-2011 (in $ millions)
Key Role for Private Label at Kroger
Safeway, Inc.
Overview

Table 5-11: Safeway Sales and Earnings, Fiscal 2009-2011 (in $ millions)
“Lifestyle” Transformation Almost Completed
Extensive Private Label Offerings
Table 5-12: Safeway Manufacturing and Food Processing Facilities,2011
Target Corporation
Overview
Table 5-13: Target Sales and Earnings, Fiscal 2009-2011 (in $ millions) .
Table 5-14: Target Sales by Product Category Fiscal 2009-2011
Target's Private Label
Trader Joe’s Co., Inc.
Overview
Walmart Stores, Inc.
Overview
Table 5-15: Walmart Operating Results, 2008-2012
Small Is Beautiful for Walmart
Table 5-16: Walmart Unit Footprints
Private Label Still in the Mix
Whole Foods Market, Inc.
Overview
Food & Beverage Sales
Chapter 6: Private Label Food and Beverage Trends
Private Label Success Is Firm
Performance by Category is Uneven
Table 6-1: Selected Private Label Gainers and Losers 2010-2011
Future Growth Highly Probable
Optimists and Pessimists Alike Focus on Careful Spending
Prices Going Up
Wegmans Price Freeze Defies Drought
Rising Costs, Not Just Lower Incomes
Table 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 Prices
Price War Heats Up Among Retailers
Price Comparison as Strategy
Is Private Label Hitting a Wall?
Possibility That “Frugal Fatigue” May Become a Game Changer
Expect the Unexpected
Retailers Expanding Multiple Private Label Levels
Table 6-4: Supervalu Food & Beverage Private Label Tiers
Several Price Options for Same Product
Figure 6-1: Multi Level Store Brand and National Brand Fettuccini Price Options
Cardholders Gain Added Value on Private Label

European Model is Being Followed
Niche Private Label Lines
Senior Focus
Expanding Good-for-You Private Label: Going Healthy,Natural and Organic
Walmart Launches “Great For You” Healthy Food Label
Spartan Stores Beat Walmart
Joining the Locavore Movement
Family-Sizes Move to Prepared Foods Arena
Sustainable Packaging: Doing Well by Doing Good
Packaging Important to European Retailer Identity
U.S. Retailers Opting for High Concepts
Increasing Use of Private Label in Promotional Activities
Private Label Promotion Via Social Media
Social Media Especially Useful for Reaching Younger Consumers
Leveraging Employee Input
Co-Branding For Manufacturer Cache
Made-in-USA Label Matters to Consumers
Conflict with Brand Manufacturers
Brand Manufacturers Fighting Back
Private Label Wholesalers Double Down
Wholesalers Consolidating
Chapter 7: Marketing and New Product Activity
Marketing Activity
Private Label Continues To Grow
Purpose of Private Label Marketing
The “Marketing Tax”
Private Label as Marketing Tool for Stores
Intensified Promotion of Private Label Food and Beverage Products
Marketing Dilemma for Retailers
Price Freezes
Increasing Marketing Professionalism
In-Store Advertising and Promotion
Comparison Promotions
Sampling
Private Label Promotions and Loyalty Cards
On Air Advertising and Promotion
Loblaw’s “Recipes to Riches” Participation
Social Media
Table 7-1: Social Media Responses
Twitter Comes On Strong
Entering the Blogosphere
Mobile Media

Promotional Activities
Appealing to Local Interests
Sponsorships, Charities, Local Support
Local Support
School Promotions
Packaging a Key Element of Private Label Marketing
Sending a Message
New Images More Striking
Professional Input
A Design for Each Value Level
Package Images in Transition for All Marketers
New Packaging and the Consumer
Product Development
Keeping Pace with National Brands
Keeping Pace in Emerging Categories
Line Extensions in Traditional Categories
Expanding Ethnic Lines
Healthy Ingredients
Meeting Demand for Convenience
Chapter 8: The Consumer
Note on Experian Simmons Market Research Bureau
Consumer Data
Private Label Users in Period of Transition
Motives for Private Label Purchasing are Mixed
Decision Making on Private Label Still in Flux
Private Label Usage Preference Rates by Winter 2012 Top 20 Categories
Figure 8-1: Percentage of U.S. Adults Who Most Often Use
Private Label: Top 20 Food and Beverage Categories, Winter 2012 ...
Consistent Growth Patters Among Top Private Label Categories
Table 8-1: Percentage of U.S. Households That Most Often Use Private Label: Top 20 Food and
Beverage Categories, 2008-2012
Strongest and Weakest Private Label Categories by 5-Year Point Change
Table 8-2: Year over Year Penetration of Selected Private Label
Product Categories: By Strongest Percentage Point Growth,Spring 2004-Winter 2012
Losses Smaller than Gains
Table 8-3: Year over Year Penetration of Selected Private Label Product Categories: By Greatest
Negative Percentage Point Change, Spring 2004-Winter 2012
Dairy Case: Strong Private Label Driver
Table 8-4: Percentage Who Most Often Use Private Label:Dairy Case Products, Winter 2012 (U.S.
adults)
Dairy Demographic Focus: Butter
Table 8-5: Private Label User Demographics Focus: Butter,Winter 2012 (U.S. adults indices)

Dairy Demographic Focus: Natural/Imported Cheese
Table 8-6: Private Label User Demographics Focus:Natural/Imported Cheese, Winter 2012 (U.S.
adults indices)
Dairy Demographic Focus: Sour Cream
Table 8-7: Private Label User Demographics Focus: Sour Cream,Winter 2012 (U.S. adults indices)

Dairy Demographic Focus: Cottage Cheese
Table 8-8: Private Label User Demographics Focus: Cottage Cheese,Winter 2012 (U.S. adults
indices)
Dairy Demographic Focus: American Pasteurized Cheese
Table 8-9: Private Label User Demographics Focus: American Pasteurized Cheese, Winter 2012
(U.S. adults indices)
Dairy Demographic Focus: Grated Cheese
Table 8-10: Private Label User Demographics Focus:Grated Cheese, Winter 2012 (U.S. adults
indices)
Condiments: Processed Products Less Penetration
Table 8-11: Percentage Who Most Often Use Private Label:Condiments, Winter 2012 (U.S. adults)

Demographic Focus: Salad or Cooking Oil
Table 8-12: Private Label User Demographics Focus:Salad or Cooking Oil, Winter 2012 (U.S.
adults indices)
Demographic Focus: Peanut Butter
Table 8-13: Private Label User Demographics Focus:Peanut Butter, Winter 2012 (U.S. adults
indices)
Demographic Focus: Ketchup
Table 8-14: Private Label User Demographics Focus:Ketchup, 2012 (U.S. adults indices)
Baking Products: Strong Penetration Among Total Users
Table 8-15: Percentage Who Most Often Use Private Label:Baking Products, Winter 2012 (U.S.
adults)
Demographic Focus: Sugar
Table 8-16: Private Label User Demographics Focus:Sugar, Winter 2012 (U.S. adults indices)
Demographic Focus: Nuts for Cooking
Table 8-17: Private Label User Demographics Focus:Nuts for Cooking, Winter 2012 (U.S. adults
indices)
Demographic Focus: Flour
Table 8-18 Private Label User Demographics Focus:Flour, Winter 2012 (U.S. adults indices)
Demographic Focus: Packaged Pie Crusts
Table 8-19 Private Label User Demographics Focus:Packaged Pie Crust, Winter 2012 (U.S. adults
indices)
Meal Products: Vegetables Are Private Label Stronghold
Table 8-20: Percentage Who Most Often Use Private Label:Meal Products, 2009 (U.S. adults)
Demographic Focus: Frozen Vegetables

Table 8-21: Private Label User Demographics Focus:Frozen Vegetables, Winter 2012 (U.S. adults
indices)
Demographic Focus: Canned Tomatoes/Sauce/Paste
Table 8-22: Private Label User Demographics Focus: Canned Tomatoes/Sauce/ Paste, Winter
2012 (U.S. adults indices)
Demographic Focus: Canned Or Jarred Vegetables
Table 8-23: Private Label User Demographics Focus:Canned or Jarred Vegetables, Winter 2012
Demographic Focus: Dry Pasta
Table 8-24: Private Label User Demographics Focus:Dry Pasta, Winter 2012 (U.S. adults indices)
Demographic Focus: Cold Cuts
Table 8-25: Private Label User Demographics Focus:Cold Cuts, Winter 2012 (U.S. adults indices)
Demographic Focus: Frozen Potato Products
Table 8-26: Private Label User Demographics Focus:Frozen Potato Products, Winter 2012 (U.S.
adults indices)
Demographic Focus: Bagged or Packaged Salads
Table 8-27: Private Label User Demographics Focus:Bagged or Packaged Salads, Winter 2012
Breakfast and Bakery Products: Opportunity for Growth
Table 8-28: Percentage Who Most Often Use Private Label:Breakfast and Bakery Goods, 2009
(U.S. adults)
Demographic Focus: Bread
Table 8-29: Private Label User Demographics Focus:Bread, Winter 2012 (U.S. adults indices)
Demographic Focus: Bagels
Table 8-30: Private Label User Demographics Focus:Bagels, 2012 (U.S. adults indices)
Demographic Focus: English Muffins
Table 8-31: Private label User Demographics Focus:English Muffins, 2012 (U.S. adults indices)
Snacks: Uniform Range for Purchasing Rates
Table 8-32: Percentage Who Most Often Use Private Label:Snacks, Winter 2012 (U.S. adults)
Dairy Demographic Focus: Ice Cream & Sherbet
Table 8-33: Private label User Demographics Focus:Ice Cream & Sherbet, Winter 2012 (U.S.
adults indices)
Dairy Demographic Focus: Pretzels
Table 8-34: Private label User Demographics Focus:Pretzels, Winter 2012 (U.S. adults indices)
Demographic Focus: Popcorn Products
Table 8-35: Private label User Demographics Focus:Popcorn Products, Winter 2012 (U.S. adults
indices)
Beverage Products: Preference Rate Tiers for Juices,Coffee/Tea, and Colas
Table 8-36: Percentage Who Most Often Use Private Label:Beverage Products, Winter 2012 (U.S.
adults)
Demographic Focus: Orange Juice Bottles/Cans/Cartons
Table 8-37: Private label User Demographics Focus:Orange Juice Bottles/Cans/Cartons, Winter

2012(U.S. adults indices)
Demographic Focus: Ground/Whole Bean Coffee
Table 8-38: Private label User Demographics Focus:Ground/Whole Bean Coffee, Winter 2012
Private Label Retail Consumer Overview
Food Shopper Insights
Store Brands vs. National Brands
Table 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 Shopping
Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of
grocery shoppers)
Table 8-41: Food Products Most Likely to Be Store Brand Purchases Made on Most Recent
Grocery Shopping Trip,2011 (percent of grocery shoppers who purchased the product)
The Force of Habit
Table 8-42: Percent of Grocery Shoppers Having “One Usual Purchase”for Food Products Bought
on Most Recent Grocery Shopping Trip,2011 (percent of grocery shoppers)
Table 8-43: Percent of Grocery Shoppers Citing “Habit” as One of the
Main Reasons for Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011
Store Brands More Popular Among Women
Figure 8-2: Percent of Male and Female Grocery Shoppers Agreeing That Store-Brand Food and
Beverage Products Are Usually as Good Quality as Name Brands, 2011
Importance of Private Label in Deciding Where to Shop
Table 8-44: Products Most Important in Deciding Where to Shop for Groceries on Most Recent
Grocery Shopping Trip: By Age of Grocery Shopper, 2011 (percent of grocery shoppers)
Appendix: Addresses of Selected Marketers
Contact: sales@reportsandreports.com for more information.

Private Label Food and Beverage Report

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