With consumers spending more than ever on cooking, kitchen and the home products, retailers across every channel are growing their private brands.
To turn the spotlight on growing opportunities in the category for retailers and store brands manufacturers, PLMA is launching a special exhibition of private label housewares, kitchen and home products from a wide range of U.S. and international retailers, and offering this occasion for manufacturers to exhibit at its 2017 Private Label Trade Show in Chicago, Nov. 12-14.
For the first time, PLMA’s housewares showcase will expand the annual PLMA event into a destination where kitchenware and housewares manufacturers can meet a wide representation of private label buyers and see the extent to which retailers are expanding their private brands.
The popularity of private label housewares has been rising, aided by increasing numbers of well-informed purchasers of kitchenware, cookware, small appliances, bakeware, tableware, housewares and other home products. These are mainstream shoppers who recognize the high quality and value in these exclusive product lines at major retail chains like Target (Threshold, Room Essentials), Walmart (Mainstays, Better Homes and Gardens), Costco (Kirkland Signature), Walgreens (Living Solutions), H-E-B (Chefstyle), Giant/Stop & Shop (Smart Living), Williams Sonoma (Open Kitchen), Sur La Table (Sur La Table), Ace (Grill Mark, Living Accents), Meijer (Katie Brown), Bed Bath & Beyond (Real Simple), among many others.
The PLMA show will feature an extensive exhibit of private label products in housewares: In addition to retailers from the most important classes of trade across the U.S., retailers in Europe have long been putting their brands on kitchen and housewares products and these will likewise be among those to be showcased.
Housewares in the U.S. and Canada are estimated to account for more than one-quarter of global category sales of $346.9 billion. According to the most recent industry data, U.S. spending for housewares grew +9.4%, a rate that’s nearly twice the sales growth for the category as a whole globally.
The industry trade journal, HomeWorld Business, annually publishes a list of the Top 100 Housewares Retailers in the U.S. In their latest report, these chains were estimated to have $97 billion in combined annual housewares sales. Large format retailers in the top 100 – including Walmart, Costco and Target – made up 52.4% of the total. Home specialty stores such as Bed Bath & Beyond and William-Sonoma accounted for 16.5%, while home improvement, hardware and department stores accounted for a combined 12.4%.
Supermarkets and the leading drug chains accounted for 25 of the top 100 housewares retailers and for nearly 10% of their total housewares sales. Other important channels for the category include online and television (i.e. Amazon, QVC/HSN, Wayfair and Overstock.com), and non-home specialty retailers such as The Container Store and Best Buy.
There should be little doubt that private label is well-positioned to benefit from the growing interest in housewares among U.S. retailers and consumers. According to Nielsen data for all outlets combined, private label already outsells most if not all of the leading national brands in categories that range from cookware and kitchen gadgets to small appliances; and from bathroom accessories to storage and space management.