Meanwhile, unit sales of store brands rose +10.6% in 2018 in the same channels, while national brand unit sales declined by -1.3%, said the PLMA.
While private label accounted for 19.3% of dollar sales in the mass, club, and dollar channels in 2018 (up from 15.5% in 2013), the performance of store brands was more muted in supermarkets and drugstores last year, such that private label dollar share across all outlets in 2018 was 18.5%, said the PLMA.
“Private label’s performance in the mass channel for 2018 nudged Nielsen’s store brands figures to positive territory across all outlets combined, despite a lackluster showing for the year in supermarkets and drugstores.
“For total outlets, dollar sales for store brands were up +1.7% and unit volume was up +0.4% in 2018.”
- Read more HERE about online retailer Thrive Market, where private label products now account for almost a quarter of dollar sales.
- More than half of consumers shop at a store specifically for its private brand, says Daymon report