SCHAUMBURG, Ill.—Private label products that carry health claims are growing, according to the Nielsen Co., as reported by Supermarket News. Nearly 40 percent of products making health and wellness claims related to preservatives are store brand. Private label brands constitute one in four organic product sales; and nearly one in five items making natural and fat claims in food, drug and mass channels.
Supermarket News said Nielsen found GMO-free claims are the fastest growing among store brands, with sales increasing 67 percent in 2009 to $60.2 million, followed in popularity by gluten free (62 percent), absence of specific fat (53 percent) and lowers cholesterol (45 percent) store brands.