Private Brand Makes Its Mark

Here is an interesting article from CNBC Consumer Nation that interviews Bill Pecoriello, president of Consumer Edge Research on Private Brand Trends as well as referencing research from Nielsen. To learn more about the Nielsen research make sure to attend the Private Brand Movement Conference in September, Lisa Rider, Vice President, Product Leadership will present “Store Brands Update: Where Are Trends Heading Now?” My Private Brand readers can register with the code MYPBRAND to receive the 20% off the standard rates.

Private-Label Consumer Goods Making Mark on Public

For many generations, the average consumer woke up every morning and reached for their favorite cereal, let’s say, Kellogg’s Frosted Flakes.

Later, they lunched on a sandwich of Skippy peanut butter and Smuckers jam on Wonder Bread. Then they washed their hands with Dial and rinsed their mouths with Listerine.

No more.

Today, consumers don’t always reach for a brand name. Private-label, or store-brand, grocery items have become increasingly popular across many product categories, and the trend is not likely to diminish in the future, according to Bill Pecoriello, president of Consumer Edge Research.

But that doesn’t mean all categories of consumer products will be affected in the same way.

After surveying more than 2,500 households, Pecoriello rated 90 categories of grocery products based on the likelihood of consumers to continue to prefer the private-label versions as the economy improves. Milk, cooking oil, bleach, paper napkins and spices were the most popular private-label items. Peanut butter, cereal and bottled water were also at the top of the “high risk” category for private-label penetration, based on Pecoriello’s research.

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.