Although many private-label brands have moved beyond the “me-too” positioning for which they were once known, the private-label beverage segment still is struggling to keep up with the rest of the beverage market as consumers' needs and wants have evolved.
We’ve heard of blind taste tests between competitive products. Oftentimes, consumers can’t tell the difference between a national brand and its private-label equivalent. However, in recent years, retailers have taken it to a whole new level. These days, consumers might find it difficult to pick out a private label product on-shelf because of the way it’s packaged and marketed.
Store brands capped a decade of growth by posting sales increases across all three of the major retail channels in 2010, and pushing dollar share to new all-time highs in supermarkets, drug stores and total outlets, according to PLMA’s 2011 Private Label Yearbook. The PLMA Yearbook tracks private label sales and market share trends based on data from The Nielsen Co., Schaumburg, Ill.