25% of All Americans Buy Private Brands


In a press release earlier this week the NPD Group announced the release of their new report: Private Label Perceptions, Usage Patterns, & Intentions. According to the report last year close to one in four food or beverages served in American homes were store brands and 97% of all American households consume Private Brand foods on a regular basis.
Read the complete release below:

NPD Finds Nearly Every U.S. Household Consumes Private Label and Store Brand Foods
npdlogoTough economic times have certainly been a boon for private label foods and beverages, but according to The NPD Group, a leading market research company, private label usage has been growing over the last decade. According to a new NPD report, Private Label Perceptions, Usage Patterns, & Intentions, last year, 24 percent of all food and beverages served in American homes were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis.

“There is no question that private label foods have become an integral part of American life,” says Harry Balzer, chief industry analyst at NPD and author of Eating Patterns in America. “Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish.”


“The bottom line is that private label foods can offer a great value to budget-minded consumers. If a consumer is working with less disposable income, stretching the food dollar and finding value will naturally gain importance,” says Dori Hickey, director of product management at NPD and author of the Private Label Perceptions, Usage Patterns, & Intentions report. “Name brand and private label marketers will each need to focus on differentiating their products while finding ways to effectively address consumer needs, as the lines between the two are blurring in the minds of consumers.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.