Private Brand Trick or Treat


This story from Brandweek compares Private Brand candy sales to national brand sales and not surprisingly concludes that Private Brands compete poorly in the Halloween market. At 8.1% share, Private Brand candy sales are minimal in comparison to other food categories and with the addition of significant marketing and pricing support from national brands this is more common sense than a surprise.

Private Label Halloween Candy Sales Frightful

Costumed kids might think it’s a trick if they receive store-brand candy. While consumers are embracing private label brands in most categories, candy isn’t one of them. In fact, private label candy sales are expected to shrink in the weeks leading up to Halloween.

During the year, store brands make up an 8.1% share of candy sales, but in the weeks leading up to and including Halloween, the store brand average dips to 5.6%, per Nielsen.

On a unit basis, private label only made up 5.1 percent of candy sales for the year ended Sept. 5. In all other categories in food, drug, mass including Wal-Mart, private label made up 21.6 percent.

“It speaks to the marketing muscle and brand equity brands in this category have,” said Todd Hale, svp, consumer and shopper insights for Nielsen. “They have spent a lot of money on advertising and new product development. It shows in terms of loyalty and their overall share of market.

Read the entire story.

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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.