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Kroger’s Smart Way Takes the Lead

Market research and data company Numerator routinely track purchase data and survey verified buyers to understand consumer behavior. According to their site, the firm’s Private Label dashboard “provides a pulse on private label manufacturers across channels, consumer groups, and categories. Updated every three months, gain an omnichannel perspective on how private label brands and retailers are evolving through Numerator’s single-source, first-party data.”

Two thoughts on the report:

  • The fact that they use the term private label means they do not understand the industry – and worse, they use the redundant and dated phrase “private label brands.”
  • Despite the above quote, the report has nothing to say about the manufacturers of private brand products.

We rarely see Retailer-owned BRAND-based insights, with most “insights” companies reporting on “private label” as one large indistinct lump versus the complex portfolios of individual brands that most retailers own and manage. This reporting maintains that approach with a few insights into the actual Retailer-owned Brands. Unfortunately, it’s difficult to gauge the accuracy of the date as the retailer names and brand names seem interchangeable even when the retailer’s brand name does not appear on the package.

The Highlights:

Walmart-owned brands maintain top-spots. While Walmart’s private label brands were the most widely purchased in the past quarter, Kroger’s austere Opening Price Point brand Smart Way was the fastest-growing private label brand, followed by Amazon Basics and Aldi-brand items.

TOP CPG PRIVATE LABEL BRANDS

Top 15 Brands by Household Penetration, Latest 3 Months Ending 6/30/2023

TOP CPG PRIVATE LABEL BRANDS

Top 15 Brands by Household Penetration, Latest 3 Months Ending 6/30/2023

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By Published On: August 31st, 2023Tags:

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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