Executive Summary
- Private label accounts for 16 to 20 percent of CPG dollar spending across generations; share of spending is growing across generations but strongest among young millennials.
- Private label has grown across rural regions. The Mid-South and Southeast regions are growing more quickly than others.
- E-commerce private label sales are seeing explosive growth across food and beverage and non-food categories.
- Private label dollar sales grew 5.8 percent in 2018, outpacing national brands by a wide
margin. - Private label trip and basket size growth is strongest in the club channel; grocery is also seeing growth, but not as strong.
- Retailer private label programs are taking off and transforming the CPG industry, providing consumers not only value, but also products that have high ethical, environmental and taste standards.
- Prospects for private label growth for the remainder of 2018 are solid; retailers and manufacturers have an opportunity to build basket size and margin by focusing on premium-tiered solutions.