CHICAGO—Private label unit share grew 1.2 points to 22.8 percent and dollar share increased 0.7 points to 17.6 percent across all outlets in the past 12 months, according to the latest IRI Times & Trends report: Game-Changing Economy Taking Private Label to New Heights. Store brands in categories such as toilet tissue, ice cream/sherbet and butter are seeing substantial increases, the report indicates. However, private label is losing share in 26 percent of the top 100 categories, with national brands entrenched in categories such as paper towels, weight control and cat food. And, national brands are gaining ground in key categories, including dog food, sugar and frozen plain vegetables.
The IRI report recommends retailers develop best-in-class marketing, pricing and promotion strategies; and consider multi-tiered product development efforts for their private label brands.
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