Private Brand Continues to Climb

TrendPrivate Brand sales for the four weeks ending June 16 continued their steady progression up, even as they remain behind sales a year earlier, according to the PLBuyer Index, presented by IRI and Retail Systems Research.

The PLBuyer Index was 98.2 for the period, up from 97.8 four weeks earlier. Private label’s share of revenue is down 18 basis points from a year ago, but the index has risen in four consecutive periods.

PLBUYER 1The index — compiled from data gathered from total U.S. multi-outlet supermarkets, drugstores, mass-market retailers, military commissaries and select club and dollar retailers — measures the health of the private label industry each month. Analysis from RSR provides context to the information and the framework for creating the PLBuyer Index.

Index numbers above 100 show growth in Private Brand revenue share year-over-year, while those below 100 show declines.

In the latest period, private label and national brands raised prices, but national brands grew unit sales while private label unit sales were flat. Private label’s share of total store revenue was 17.3 percent, flat from a year earlier.

PLBUYER 1For a look at historical charts of the total store index and each category for the past five months, click on the PDF below.

Click to see PDF.

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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.