Private Brand is a Value Solution.

kroger tomatoes

This article from The Wichita Eagle/Kansas.com take a look at Private Brand growth through the lens of Kroger, Walmart, Save-A-Lot and Aldi.

pers seeking value
The hottest items in your local grocery store are private label brands, as cash-strapped consumers push for the highest quality possible at the lowest price.

Meghan Glynn of Kroger, the parent company of Dillons, said customers “are shopping more for what they need versus what they want.”

“And they are definitely cooking at home more often, so they are looking for ingredients to prepare and eat meals at home,” she said in an e-mail.

The recession has created a new niche for private labels to target, said Wichita State marketing professor Dotty Harpool.

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Christopher Durham
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.