Private Brand Food and Non-Alcoholic Drink Trends: What Happens Next?

Research and Markets has announced the publication of the “Private Label Food and Non-Alcoholic Drink Trends: Post-Downturn Implications and Opportunities” report to their offering.

Private label has witnessed continued growth, with own brands displacing national brands both in stores and in consumers’ consideration set. Wider availability and growing sophistication has led to growing acceptance and trust. The economic downturn has reinforced private labels as a credible, yet cheaper alternative to branded goods, driving awareness and trial across demographic groups.

Features and benefits:

  • Utilize product, consumer and market insight intelligence to better evaluate the important strategic considerations that private label growth brings
  • Understand the scale and growth of the private label food and non-alcoholic beverage opportunity by sector and country, split by category level
  • Access insightful proprietary consumer opinion data highlighting the prevailing attitude towards private label food and drinks versus national brands
  • Identify and capitalize on the ten trends characterizing contemporary private label food and beverage product development and marketing
  • A dedicated focus on food and beverages for more specific and salient insight


  • The economic downturn led to changes in shopping patterns that will remain in the long term the adoption of private label being a pertinent example of this. In 18 of the 20 countries covered in this consumer research, more than 40% of respondents said that opting for private label to save money has become more important over 2008-10
  • Own label market shares vary markedly by country/region. Developed markets in Europe and North America have maintained their position as the leading private brand markets, but growth is evident elsewhere as emerging market retailers grow big enough to achieve the economies of scale that helps facilitate private label development
  • Nearly half of consumers across 20 countries in the consumer research bought more private label in 2009-10. While some migration back to national brands will occur as economic circumstances improve, it is anticipated it will be less than the private label gain in many food and drink categories

Your key questions answered:

  • What are the key trends driving consumers’ propensity to purchase private label food and beverage products? How do they vary by country?
  • What are the 10 NPD and marketing trends reflecting own brand development in consumer packaged goods?
  • What private label food and beverage product formats represent the biggest promise/threat to national brands?
  • What are consumers’ perceptions of private label food and beverages compared to national brands? How do these perceptions influence where they shop?
  • What has been the impact of the economic recession on consumers’ propensity to purchase private label products? How might this change going forward?

Key Topics:

  • Executive Summary
  • In many countries and segments, private label is outperforming the category as market penetration follows an upward trajectory and more shoppers embrace store brands
  • Obtaining value for money, including through the consumption of private labels, is a deeply embedded priority for food and beverage shoppers
  • Consumers are forming more favorable perceptions of private label food and drinks, which reduces the perceived compromise associated with switching to own label
  • Favorable perceptions of private label food and drinks means that they can often be ‘destination brands’ driving grocery store choice and satisfaction
  • Private labels are being used in more sophisticated ways to aid retail branding
  • Actions for manufacturers
  • Actions for private labelers

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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.