Canada’s Love Affair With Private Brand.

SOBEYS compliments LEMONADEThis article from The Canadian Press takes a look at Canadian usage of Private Brands. With research from the NPD Group and examples from Loblaw’s and Sobey’s

Store brand products gaining favour with food shoppers, study shows

Canadian grocery shoppers driven to purchase store brand products because of financial necessity during the recession now claim a longer term loyalty to them, a recent study shows.

In fact, when asked what they purchased in the last 12 months, store brands represented 50 per cent or more of food items for two of three households surveyed in Canada.

“This is a long term trend and I think it will continue to grow,” says Joel Gregoire, food and beverage industry analyst for the NPD Group which provides consumer and retail information for manufacturers, retailers and service companies.

Store brands are those which are the supermarket’s own brand of products or a brand name exclusively for sale at particular chains. For example, Sobey’s store brand products are sold under the Compliments label while Loblaws’ label is President’s Choice. An example of a generic label is No Name Brand.

Gregoire says that the study shows “nearly every Canadian household is consuming store brand goods in some form or another within an average week.”

Read the entire article. Store brand products gaining favour with food shoppers, study shows



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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.