HomeFoodPrivate label rollouts outpace national brands

Private label rollouts outpace national brands

ST. PETERSBURG, FLA. — New non-public label product introductions have outpaced these from national CPG brands throughout the pandemic, in line with information from Catalina, a client intelligence agency.

The variety of new product introductions fell throughout the board over the last two years, with non-public label brands introducing almost 34% fewer merchandise in 2020 and 54% fewer merchandise in 2021. New product introductions from national CPG brands dropped considerably extra, down 46% in 2020 and 65% in 2021.

Amid the pullback in 2020, non-public model retailers targeted on a number of classes for brand spanking new product development in 2021, in line with Catalina’s purchaser intelligence database. In the ready-to-eat cereal class, new product introductions from non-public label brands declined 48% in 2020 however elevated 66% in 2021. New introductions from national CPG brands fell 53% in 2020 and 35% in 2021.

The cookie class noticed a 60% enhance in non-public label introductions in 2021, following a 66% decline in 2020. New introductions from national CPG brands fell 57% in 2020 and 22% in 2021.

Private model classes that noticed the best development because the COVID-19 pandemic started embody frozen potatoes (up 191%), pre-packaged breakfast sausage (up 173%) and baking substances (up 115%).

As client concern about inflation continues, non-public label brands are reinforcing high quality and worth in key classes whereas the worth differential with some national brands is shrinking, stated Phyllis Johnson, senior director of personal model growth at Catalina.  

“Overall, retailers are seeking to engage shoppers who may once again be turning to private brands as they did during the early days of the pandemic when name brand shortages prompted trial,” she stated. “I predict this could be a second chance for those retailers to effectively demonstrate the value of private brands and convert shoppers to loyal private brand buyers.”

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