FMI Unveils Private Brands Health & Wellness Report

    A new report by the Food Marketing Institute (FMI) discusses how to strategically position private brands for success in context with the rising opportunities in health and well-being. The discussion in Delivering Health and Wellness with Private Brands reviews consumer health and wellness trends; brand positioning; relevant messaging and marketing; the regulatory landscape; and suggestions on how to compete for the future.

    FMI Chief Health and Wellness Officer Sue Borra, RD, commented on the release of the report, saying, “Shoppers are counting on food retailers, along with their private brands, to be a trusted partner in health and wellness. Today’s consumers are seeking out products that deliver key health and wellness attributes and private brands are poised to deliver on consumers’ personal quests for well-being.  All the trends point to the fact that companies that embrace health and wellness as a core competency within their own brands will be successful in the future.”

    FMI Vice President, Industry Relations, Doug Baker said, “Collaboration is at the heart of every private brands program, especially as companies embrace today’s health-conscious shoppers. Recognizing that the consumer health and wellness proposition is having an incredibly positive impact on our industry, the report identifies the most responsible ways to navigate the regulatory landscape and deliver a relevant, credible experience to the grocery customer.”

    The report Delivering Health and Wellness with Private Brands examines five areas:

    • Section I: Meeting Consumer Needs
    • Section II: Regulatory Guardrails
    • Section III: Strategic Brand Positioning
    • Section IV: Marketing, Positioning and Promotions
    • Section V: Future Focus

    Download the Report

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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.