10 Private Brand Trends That Shook North America

It’s been an eventful 10 years for Private Brands in North America, from Kroger’s decision to go premium to Walmart rethinking which national brands should be on its shelves. Check out retail analyst firm Planet Retail’s take on the 10 most important Private Brand events that occurred in the past decade

Our Top 10 Private Label Trends include:

2000 – The Play for Premium: Kroger launches Private Selection, marking a shift away from price and towards quality in the world of private labeling.

2005 – Organic Options: Following strong customer response to premium launches, supermarkets begin to explore other value-added categories such as healthy eating and organics.

2006 – Brand Consolidation: A proliferation of private labels leads retailers to question whether less can actually be more. Safeway completes the consolidation of its private label assortment from more than 70 brands to 10 power brands.

2006 – Instilling Confidence: Now focused on quality and other value-added benefits, private labels begin to be viewed among consumers as brands.

2007 – Alternative Formats: The world’s most successful private label supermarket enters the United States. Despite a difficult first few years of trading, Tesco’s Fresh & Easy concept stimulates innovation in the industry.

2008 – Brand Transitioning: Safeway shows the US that private label no longer has to be private. The creation of its Better Living Brands Alliance sees its hugely successful O Organics and Eating Right lines distributed to other retailers in the US and overseas.

2008 – Battle for Share of Stomach: With the recession biting and many consumers trading out of restaurants, retailers are suddenly in a prime position to capture share of stomach.

2010 – Economy Brand Differentiation: Loblaw and Sobeys overhaul the packaging of their economy lines so as to better stand out at the shelf.

2010 – Delisting and Resisting: After reducing its overall assortment by 15%, Walmart adds back 300 items that were originally culled.

Download the entire report.



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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.