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CircanaInspire
CPGPrivate
BrandsUpdate
March1,2024
ExecutiveSummary
Theanticipatedgainsofprivatebrands(alsoreferredtoasstorebrandsorprivatelabel)amidhighinflationhavebeenrealized.ThisreportprovidesanupdateontheU.S.$217+billionstorebrandlandscapeandidentifiesretaileropportunitiesto
increasedemandfortheirownbrandandprivatebrandofferings.
Current
CurrentDemandforPrivateBrands
?Totaldollarsalesofprivatebrandsincreased6%in2023,andunitsincreased0.9%.Privatelabelgainedshare
fromnamebrands,increasingfrom24.7%oftotalunitsalesin2022to25.5%in2023.SaleswerehigherforPLFB,6.7%comparedtononedible5.1%Still,privatebrandsgainedsharefromnamebrands,increasingto24.7%oftotal
unitsales,upfrom25.5%in2022.
?Privatebrandsgrewunitandunitshareacrossgeneralfood,shelfstablebeveragesandrefrigeratedfoods,aswellas
beautyandhomedepartments.WithinFB,privatebrandsoutperformednamebrandsbasedoncorepantrydollarandunits.
?HouseholdswithchildrenandMillennialandGenXhouseholdswithnochildren,eachrepresentmorethanathirdofprivatebrand
FBunitpurchases.Withinthosesamecohorts,middleaffluentshoppersarethemostengagedwithprivatebrandsyetotherafluenciesaregrowing.
?Retailersaretreatingtheirbrandslike“brands”,innovatingwithmorecleanlabels,premiumofferings,andmarketingsupporting.
PrivateBrandOpportunities
PrivateBrandOpportunities
?Eveninthesaltysnackaisle,wherenamebrandsdominate,consumersarerecognizingthevalueofprivatebrands.Acommitmenttoincreasinghouseholdpenetrationonecategoryatatime,canpayoffforretailersinthelongrun.
?Retailerscanleaninfurtheronthewaysconsumersarecookingtoday.Demonstratehowprivatebrandsworkwithsmallappliances,likeairfryersandinstantpots,foreasy-to-preparemeals.
?Promotioniskey.Giventhatyoungershoppersar
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