Packaging Digest

Pakaging Digest Examines Private Brand.

Here is a great article on the growth of Private Brands and their impact on packaging complete with quotes from yours truly.

Private labels are booming

\"PackaginRetailers go head-to-head with national brands by developing private brands with variety of products designed to attract consumers who seek VALUE AND QUALITY.
John Kalkowski, Editorial Director — Packaging Digest, 7/1/2009

On retail shelves everywhere, private brands are making their presence known. In fact, according to a recent study by the Private Label Manufacturers Association (PLMA), products sold under the label of retailers themselves now account for more than 22 percent of all unit sales.

While many of us might think of private labels as the bare-bones, black-and-white boxes of generic products that appeared in the 1970s, private labels have been used by retailers for decades, according to Brian Sharoff, president of the PLMA. He explained that department stores first started using their own brands for clothing and housewares more than 100 years ago. Supermarkets began developing their own brands with the founding of Kroger and A&P at the beginning of the 20th Century.

“The last thirty years reflect the evolution of private labels from a purchase of last resort to what are brands in their own right sold by retailers,” Sharoff says. In many respects, he says, private brands surpass national brands in categories where national brands might not even exist. “At retailers like Wegmans and Safeway, you see categories where there is no national brand. There are only the retailers\’ brands that are pioneering in those categories.”

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FMI Packaging Digest Progressive Grocer Trade Associations

FMI Shines the Spotlight on Private Brand

This past week the Food Marketing Institute held its first ever FMI Private Brands Summit at the Waldorf Astoria in New York City. Unfortunately I was unable to attend, so this post is excerpted from Packaging Digest.

It\’s private brands\’ time to shine, says FMI speaker

Now is our moment, says Andres Siefkin, of private brand broker Daymon Worldwide, at the FMI Private Brands Summit.
Lauren R. Hartman, Senior Editor – Packaging Digest, June 18, 2009

Andres Siefkin’s presentation at the conclusion of the Food Marketing Institute’s (FMI) first annual Private Brand Summit, June 14 to June 16 at New York’s Waldorf-Astoria hotel, aimed to energize attendees as they headed back to their businesses and began rethinking their private brand strategies. From the buzz in the room at the close of his talk, the executive at Stamford, CN-based private brand broker Daymon Worldwide achieved his aim–and then some.

Through his “Our Time is Now!” presentation, Siefkin, Daymon’s vp of marketing and consumer insights, was eager to instill a “sense of urgency” in listeners as he insisted that just as private labels had evolved into private brands, so executives’ mindsets regarding private brands must evolve.

Read the entire article.

Source: Progressive Grocer, 6/17