Trader Joe’s Most Searched for Private Brands

Trader Joe’s is more than just a grocery store – it’s an experience that its loyal customers delight in. Shoppers often read their newsletter, the Fearless Flyer, to learn about their newest private brand product offerings.

For the past ten years, Trader Joe’s has released their Customer Choice awards, a report that details which private brand products are most popular based on sales. Enterprise Resource Planning (ERP) and Customer Relationship Management Developer WorkWise took a look at what people are looking for for on a state by state basis? They analyzed every item featured on Trader Joe’s 2019 Customer Choice Awards to find out.

According to Workwise:

We were absolutely shocked that Mandarin Orange Chicken, a Trader Joe’s staple and overall customer choice winner, wasn’t featured in a single state! Our theory is that so many people already know about it that no Google search is necessary. It’s just a weekly addition to the shopping list. On the other hand, Kung Pao Chicken held interest for customers in Delaware, West Virginia, and New Mexico, and while it didn’t win for Customer Choice entree, it was a runner up. New York searched for one of our favorite items, Dark Chocolate Peanut Butter Cups, most often, and Wisconsin was true to its roots with the Danish Kringle, a local delicacy, taking the crown for most searched item.

The Sweet Chili sauce took the crown in not one, but not two regions based on search volume. In the South and the Midwest, people are reliant on Trader Joe’s Sweet Chili Sauce to add spice to their lives. The West had a different result. Apparently, they’re skipping dinner and going straight to dessert with Macaron Variés. The Northeast was the happy medium with a tie between Spanakopita, a delightful spinach pie dish and Everything But the Bagel Seasoning, the ultimate condiment.

Condiments seemed to be the biggest interest, according to Google Trends, with the Sweet Chili Sauce and Everything But the Bagel Seasoning reigning supreme as two of the top three searched items overall. Meanwhile, Macarons and Key Lime Pie took second and fourth place, respectively.

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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.