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Bargain Hunting Consumers Choose Private Label
SEPTEMBER 30, 2009 --
Pressed by the sluggish economy, U.S. consumers are continuing to purchase private label products at an increasing rate, according to new research from The Nielsen Company, which shows increases in both dollar and unit sales for the year ending July 11, 2009 vs. last year.
Dollar sales grew by 7.4 percent to $85.9 billion within food, drug and mass-merchandisers (including Wal-Mart), with shares recorded at 16.9 percent, reflecting an increase of 0.7 percent for the year. Unit sales increased by 5 percent to 39.5 billion, and unit shares rose by 1.3 points to 17.5 percent.
All store brand food and non-food categories experienced better performance vs. brands, but edible departments saw the greatest increase in dollar and unit sales.
Top dollar growth categories were frozen pizza and snacks (38 percent), flour (36 percent), dry vegetables and grains (31 percent), and dry grocery and dairy departments (59 percent). Baby food (37 percent), candles and incense (23 percent), frozen pizza and snacks (22 percent), cheese (16 percent) and flour (15 percent) topped unit sales.
“When categories are sorted by store brand share, from high to low, some patterns emerge,” said Todd Hale, senior vice president, consumer & shopper insights at Nielsen. “Store brand performance and share is strongest in commodity categories. (Milk, fresh eggs, sugar and substitutes and canned vegetables top the list.) Where store brand share is the lowest is among categories where we see strong marketing support for top brands including candy, gum, beer and those where a high-level of innovation occurs like detergents, deodorant, cosmetics.”
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