The US Private Label Food Market

In keeping with many other parts of the world, the US has a steadily expanding market for private label foods. Although it has been slower to gain a foothold compared with European nations such as the UK, more US consumers are now turning towards private label foods in the face of the economic downturn. Demand has also risen as a result of other factors, such as increasing food-price inflation and the wider availability of a greater range of private label foods.

Since 2003, the US private label market has expanded by almost 60%, compared with around 23% for the US retail food and drinks industry as a whole. As a result, private label now accounts for over 19% of market value, up from less than 15% in 2003. In volume terms, private label has increased its share of the overall market to almost a quarter (24%), up from around 20% in 2003.

By retail format, private label products are much more prevalent in larger grocery channels such as supermarkets, although other formats such as convenience stores and discount and dollar stores represent areas of potential future growth.

This new report from just-food examines the growing US market for private label foods and looks ahead to 2013 as to where the market will likely be heading.

Following the report's executive summary and introduction, Chapter 2 provides a market overview with data covering the US retail food and drinks market by value (2003-2008) and private label's volume and share of value and volume over the same period.

Also provided is sales value, % of market and % penetration of the major food sectors making up the US private label market. The chapter goes on to profile each of these 17 major sectors in turn.

Chapter 3 Current trends

This chapter reviews the latest trends influencing private label including:

• Food price inflation
• Market consolidation
• E-commerce
• Technological developments
• Industry promotion

Chapter 4 Consumer dynamics

The last couple of years have witnessed a number of significant changes in the way US consumers shop for food and groceries. Most can be attributed to the economic downturn, which has placed more emphasis on saving money. Some of the main trends include food shopping at one-stop venues and stores located closer to home, thereby helping to reduce fuel costs. More consumers are also buying groceries online, for the same reason. The average number of food shopping trips for each consumer is around two trips per week, although this rises to 2.3 trips for more price-conscious shoppers.

This chapter provides valuable consumer insight into why and how consumers are increasingly buying into private label. The chapter reviews consumers' general shopping habits, attitudes towards private label, and buying behaviour.

Chapter 5 Major US retail food groups

Compared with many Western European countries, the US retail food market is extremely fragmented, with very few groups enjoying national coverage. In the US, the top five food retailers account for less than 45% of total sales, a figure which compares with around 80% in large European markets such as the UK and Germany. Wal-Mart leads the retail food market in the US with a 13% share, ahead of Kroger, SuperValu and Safeway.

Providing % share of value of the US retail food market, this chapter goes on to review each of the major retail food groups. For each company, we review its background, market position, current developments and latest financial information.

Chapter 6 International comparisons

The global private label industry is sizeable, currently worth over US$400bn. All indications suggest that the market has grown over the last couple of years, and this trend is expected to continue given the present state of the global economy. Although the figure quoted above includes non-food items, foods represent an important sector of the global private label market. Private labels achieve the highest penetration rate in the food industry, typically at between 25% and 30% on a global basis.

Europe, Asia Pacific and Latin America are reviewed.

Chapter 7 The future

Private label is increasingly significant to the business of most US food retailers, with almost 80% having increased the amount of private label products offered between 2006 and 2008. Many have been developing multi-tier systems for their private label portfolios, ranging from low-priced value goods to more luxurious foodstuffs positioned at the higher end of the market. As a result, many are being marketed according to other attributes such as quality, rather than simply low price.

More US consumers are now less inclined to view private label goods as inferior to their branded equivalents. Most studies indicate that more people are now buying into the category on a frequent basis, while more than 70% of US shoppers feel that private labels are as good as, if not better than, branded products. Other consumer studies undertaken recently indicate that fewer shoppers associate private label with cheap-looking packaging, while a declining number believe that branded products are worth paying extra money for.

What of the future for private label in the US food retail industry? This chapter offers an analysis and predictions, including forecasts for US retail food and drinks and private label's share to 2013.