The insight: Private label penetration is on the rise, but there are a few categories that shoppers are reluctant to trade down in—namely baby care, pet care, and beauty, according to data from Kroger’s 84.51°.
Why it matters: The data shows that while shoppers are on the whole looking for savings, there are some products and brands that they refuse to compromise on. That’s good news for pet retailers like Chewy and Petco, as well as consumer packaged goods companies like Kimberly-Clark (which owns Huggies) and Procter & Gamble (which owns Pampers).
The big takeaway: Shoppers may be less likely to trade down in certain categories, but that doesn’t mean that their purchasing habits in those areas haven’t been affected by higher prices.
First Published on Sep 3, 2024