After a boom in growth in the early 2000s, the private-label consumer packaged goods (CPG) market has experienced stagnant growth since 2015, according to market research experts. Although the private-label beverage market has maintained its share of the market — and even experienced some growth — experts say that the market is expected to grow at low rates.
“Today, private-label brands account for 14.5 percent of CPG dollar sales and 17.1 percent of unit sales,” says Susan Viamari, vice president of Thought Leadership at Chicago-based Information Resources Inc. (IRI). “… In the beverage department, private label holds
9 percent share of unit sales. During the past year, share has actually ticked up, driven by retailers placing more emphasis on expanding their private-label beverage benefits beyond simple thirst quenching. By delivering against sought-after benefits, such as nutritional enhancement, workout recovery and energy enhancement, emerging private-label beverage categories — liquid drink enhancers (plus 4.8 points), bottled water (plus 1 point) and coffee (plus 0.7 points) — have seen private label share jump.”