Historically known for its value attributes, private-label beverages are getting a premiumization boost as consumers also seek quality from these cost-friendly products. In its January report titled “Private Label Food and Drink Trends – US,” Chicago-based Mintel notes value is the expectation from consumers, while quality has emerged as the differentiator.
“Consumers expect even value-oriented store brands to be at least on equal caliber in quality and taste with national brands,” the report states. “And three quarters of private label consumers believe store brands reflect on the quality of the retailer itself, indicating that retailers are only as strong as their private label offerings.”