Spotlight

Private Label Brands 2022

How Store Brands Fill Product Voids and Boost Margins

Report by Suzy Davidkhanian  | Apr 5, 2022
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Table of Contents
Executive Summary
Private Label Brands Hit an Inflection Point
What Are the Motivators Driving This Momentum?
As Private Label Brands Proliferate, What Must Retailers Do to Succeed?
Read Next
Sources
Media Gallery
About This Report
Private label brands have taken on increasing importance in retailers’ arsenals on the heels of positive consumer sentiment. This report looks at how retailers can use store brands to bolster their product assortment and thus increase their margins.
Topics
Retail Sales
United States
Table of Contents
Executive Summary
Private Label Brands Hit an Inflection Point
What Are the Motivators Driving This Momentum?
As Private Label Brands Proliferate, What Must Retailers Do to Succeed?
Read Next
Sources
Media Gallery

Executive Summary

There was a time when consumers thought private label brands were just generic, cheap alternatives. But now, against a backdrop of rising product costs and stock-outs, consumers are embracing these viable options. At the same time, retailers have been ramping up quality, creating enticing packaging, and enhancing marketing for their in-house brands. Together, these developments make private label offerings a more important part of retailers’ strategies.

Key Question: How are private label brands critical to the success of multibrand retailers in a fragmented market?

Product Categories in Which US Adults Switched* from a National Brand to Regularly Purchasing a Private Label Brand, Jan 2022 (% of respondents)
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KEY STAT: US consumers have recently switched to—and stuck with—private label brands across a variety of product categories, from consumer packaged goods to apparel.

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Table of Contents

  1. Executive Summary
  2. Private Label Brands Hit an Inflection Point
  3. What Are the Motivators Driving This Momentum?
  1. As Private Label Brands Proliferate, What Must Retailers Do to Succeed?
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Product Categories in Which US Adults Switched* from a National Brand to Regularly Purchasing a Private Label Brand, Jan 2022 (% of respondents)Top Reasons US Adults Initially Decided to Switch from a National Brand to a Private Label Brand, Jan 2022 (% of respondents)
Product Categories of Private Label Items that US Adults Purchased* vs. Are Open to Purchasing, Jan 2022 (% of respondents)Actual vs. Preferred Methods Through Which US Adults Have Discovered a New Brand, Product, or Service, by Generation, July 2021 (% of respondents in each group)

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authors

Suzy Davidkhanian

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Bianca Carasus
Researcher
Andrew Lipsman
Principal Analyst, Retail & Ecommerce