New IRI Report: “Private Label 2009: Understanding and Mitigating Private Label Threat”

Once seen as knock-offs of "name brands,"private label products have become increasingly more accepted by consumers as quality has increased and retailers have expanded their offerings of private label goods. In fact, 78 percent of both lower- and higher-income consumers believe private label products are typically of excellent quality, according to a new study, “Private Label 2009: Understanding and Mitigating Private Label Threat,” from Information Resources, Inc. (IRI). The latest research provides a thorough review of private label performance and best practices across channels, categories and retailers as well as current viewpoints from more than 1,500 consumers.

“Although nearly 80 percent of shoppers have positive attitudes toward private label, dollar and unit share are still below 25 percent,” says IRI Innovation &Consulting President Thom Blischok. “Retailers still have enormous opportunities, and our research uncovers exactly where they should play and increase the likelihood of their success. We also analyzed the private label competitive landscape for branded manufacturers and how they should respond at the category, market and retail banner level.”

During the first half of 2009, private label unit share increased in five of six departments, led by fresh/perishables and followed by healthcare and frozen foods. Private label dollar share has increased in 13 of 15 sales categories, with natural cheese, butter and canned vegetables leading the way and refrigerated fresh eggs, milk and frozen seafood trailing in the categories.

Private label’s strongest growth performance tends to be within commodity-driven categories without a dominant national brand and with relatively low innovation. Retailers are in command in categories, such as butter, natural cheese, processed cheese and facial tissue and are developing in categories, such as peanut butter, pet supplies and cookies. Private label growth is slowing in coffee creamer, frozen seafood and refrigerated meat. And, national brands clearly have command in vitamins, frozen breakfast foods and shelf-stable dinners.