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Private label dollar sales rose 9.8% in mass, club and dollar stores in 2018, vs flat growth for national brands, says the PLMA

By Elaine Watson contact

- Last updated on GMT

Private label dollar sales rose 9.8% in mass, club and dollar stores in 2018, vs flat growth for national brands, says the PLMA

Related tags: Store brands, Private label, PLMA

An analysis of the latest Nielsen data reveals that private label dollar sales in the mass (mass merchandise), club, and dollar retail channels surged 9.8% in 2018, significantly outstripping the flat growth generated by national brands in the same channels over the same period, says the Private Label Manufacturers Association (PLMA).

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.”

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