Private Brand Pizzas Take Market Share

Sams Choice Pizza

Private Brand continues to be the focus of many articles in the major trade magazines including this article from Brandweek detailing areas of growth for Private Brand.

BrandweekchartConsumers Have Appetite for Unbranded Pizza, Snacks

In a year when consumers were looking to cut back anywhere they could, private label made inroads in a lot of categories, but took the biggest slices from segments like baby food and frozen pizza.

According to a report compiled by the Nielsen Co., unit sales of private label baby foods grew 22.3 percent for the 52 weeks ended Oct. 3. (Data cited is culled from the food, drug and mass merchandiser channels, including Walmart. Nielsen execs said that since prices have dropped from their year-ago highs, units are a better measure of private label’s growth than dollar sales. Brandweek is owned by Nielsen.)

Other categories that were hard hit by private label include salad dressings and mayonnaise, snacks, and candles and incense.

Read the entire story.

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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.