Packaged goods private brand sales saw record growth last year, jumping 11.3% to a whopping $228.6 billion in the U.S. for the 52 weeks ending January 1, 2023, versus the prior year. Retailer-owned Brands grew at nearly twice the rate of national brands, which were up 6.1% in dollar sales, according to IRI Unify sales data.
The dollar share increased to 18.9%, up from 18.2% in 2021. Unit share grew to 20.5%, from 19.9%.
Private brands also outperformed national brands when it came to unit sales in 2022. The products were off slightly by 1% compared to national brands which decreased 4.1%, producing an overall industry decline of 4%.
While private brand unit sales slipped by 1% in 2022, they outperformed national brand unit sales, which dropped -4.1%.
Private brand growth in 2022 was distributed across the store. Looking at the 17 individual food and non-food IRI Unify departments for the trailing 52 weeks January 1, 2023, store brand dollar sales increased in 16 of them, including double-digit increases in nine: Beverages (the leader at plus 19.1%), Deli Prepared, Refrigerated, Liquor, General Food, Floral, Bakery, Produce, and Deli Meat. Only in the small ($67m in sales) Tobacco department was store brand sales off, down 10.9%.
See here for more: Private Label Manufacturers Association’s 2023 Private Label Report
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