Private Brand Surges to 41% in England.

tesco private brandThis article from the London daily The Times reports on Private Brand growth in England and presents numbers provided by Datamonitor.  According to the article: “that 41 per cent of all grocery sales at the end of July were own-label, up from 38.2 per cent in 2008.”

Own-label sales rise as shoppers rein in their spending

Figures by Datamonitor show that 41 per cent of all grocery sales at the end of July were own-label items

Packaged in cheap yellow or striped plastic, supermarket own-label groceries used to be avoided at all costs by the affluent shopper.

Yet as recession continues and the image of private-label products changes, these goods are gaining market share from their branded counterparts. Figures provided to The Times by Datamonitor show that 41 per cent of all grocery sales at the end of July were own-label, up from 38.2 per cent in 2008.

Own-label goods are 22 per cent cheaper than brands on average, according to Datamonitor, so it is not surprising that cash-strapped consumers would buy them in a recession.

Read the entire article. Own-label sales rise as shoppers rein in their spending



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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.