Shoppers Embrace Private Brand

This article from the The Milwaukee Journal Sentinel takes an in depth look at Private Brands. It features Aldi, Roundy’s, Pick ‘n Save, Copps, Rainbow, Woodman’s Market, Piggly Wiggly Midwest, Meijer, Hy-Vee, Giant Eagle, Winn-Dixie, Schnucks, Good Harvest and the co-op Topco.

FoodClub Private Label
Photo: Baer Design Group

More grocery shoppers turn to store brands
At 87, Lucille Singer has spent decades honing her shopping skills, and she has advice for recession-strapped grocery shoppers: Buy store brands and cook meals from scratch.

Aldi, a no-frills chain that sells nothing but private-label foods, is Singer’s favorite place for bargains. But on Wednesday, she was at Pick ‘n Save in Brookfield, holding up a can of Clear Value tomato sauce.

“It’s 25 cents, and it’s just as good as anything you can buy for 49 cents,” Singer said.

These days, more and more consumers are following Singer’s lead. And stores are responding by devoting more shelf space to the cheaper store brands.

“People are looking for something much more affordable,” said Vivian King, spokeswoman for Roundy’s Supermarkets Inc., operator of Pick ‘n Save and Copps in Wisconsin, and Rainbow in Minnesota.

Read more of More grocery shoppers turn to store brands



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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.