Private Brand Sodas Pop.

IMG_0731This article from Packaging Digest, presents a remarkable perspective on the growth of Private Brands in beverage categories. These are categories that have traditionally been dominated by the soda demigods, Coke and Pepsi, however when you introduce markets outside the US and expand from soda to beverages the outlook for Private Brand growth is promising.

Private label beverages rise in weak economy

Soft drink market shifts increasingly to private brands, challenge major brands.

According to a new report from beverage research agency Canadean, the global economic downturn is providing the perfect conditions for private label products to flourish. Private label products in the total soft drinks sector now account for over 1 in every 10 liters sold in the global marketplace. Factoring in discounts for the on-premise sector — where private label use is marginal — then private label’s share of the market rises yet further. The rise of private label is proving to be a considerable threat to branded soft drinks.

The dramatic financial turbulence of recent times has undoubtedly provided a major opportunity for private label. Apart from the obvious factor that consumers are more inclined to seek out the value that private label products represent in a downturn, there has been another factor that has boosted the private label segment; the shift from on- to off-premise sales. In many markets the footfall in bars and restaurants has fallen back sharply but consumers are compensating for this by drinking more at home and buying soft drinks in the off-premise, where the bulk of private label products are found.

Read the entire article.



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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.