What’s Next in Private Brand Innovation? Daymon has Thoughts.

Stamford, Connecticut based Daymon released the latest edition of its Private Brand Intelligence Report today, delivering their thoughts on the emerging trends and strategies that will impact Private Brand. The report features insights and thought leadership derived from proprietary analyses, consumer surveys, market research and global intelligence to provide the key action steps retailers must use to innovate and lead through Private Brands.

Balance of Power Shifting to Private Brands
As retail undergoes significant change, Private Brands are setting the pace for the rest of the industry. In 2018, there was a 4% increase in Private Brand sales, nearly six times the growth of National Brands. That growth came from categories across the retail spectrum, including beauty and personal care, pet, household, and food.

Private Brands have also become a crucial source of differentiation, store choice, and consumer preference, the report finds that:

  • 98% of National Brand assortment is the same across retailers.
  • 53% say they shop at a store specifically for its Private Brands.
  • 81% buy Private Brand products on every shopping trip.
Michael Taylor, President of Daymon

“Consumers are empowering retailers to be pioneers – to offer new and unique Private Brand products that align with their constantly evolving preferences and needs,” said Michael Taylor, President of Daymon. “With shoppers becoming ever more channel agnostic, retailers must pivot from category-led updates and focus on consumer-centric platform innovation. This will help them raise the profile of their Private Brand program and differentiate from their competition.”

Defining the Path to Innovation
Innovation is a key pillar of a successful Private Brand program. In 2018, best-in-class retailers launched more than three times as many new Private Brand products as compared to the industry average, a pivotal driver of their Private Brand growth which outpaced the industry average by nearly five times.

The future of Private Brand innovation lies in three key areas:

Plant-Centric: Rising consumer interest in cleaner and healthier products that limit their impact on the planet will spark continuous innovation in Private Brands across grocery, beauty, personal care, and other non-food categories alike. The influence of this trend is expanding rapidly, going from a handful of categories in 2014 to over 90 categories in 2018 with emerging plant-centric options, representing over $13 billion in cumulative sales in 2018.

Functionality Redefined: Macro dynamics (urbanization, new articulations of the modern family, democratization of information) are fragmenting consumer values and creating demand for new and innovative Private Brand products and services that cater to shoppers’ unique needs. Science, specialization, and simplicity are embedded into the new definition of functionality, with 49% of consumers finding options that fit their specific lifestyles very important to brand choice.

360 Degree Sensory: Consumers are increasingly seeking brand and product immersion. the research shows that 59% of consumers seek out engagement when they shop, and six in 10 crave experiences that stimulate the senses. To differentiate on and off the shelf, Private Brands should focus on sensory levers that facilitate dynamic interaction with their customers.

“Analyzing and understanding consumer behavior is essential as retailers aim to build an unbeatable and continuously differentiating Private Brand program,” continues Taylor. “The Daymon Private Brand Intelligence Report offers detailed explanations of these emerging trends and the factors driving them, as well as strategic suggestions for how retailers can embrace bold innovation in their Private Brand programs, making it a crucial source of market intelligence.”

Download the report here.

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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.