Welcome to Velocity Talks, where we have the privilege of engaging in conversations with the movers and shakers of the private brand industry. In this episode, we are thrilled to have Emily Detwiler from AWG (Associated Wholesale Grocers) as our guest. Emily brings a wealth of experience and insights from her diverse background in private brands, marketing, and the grocery industry. Join us as we explore into the main themes discussed in our conversation and explore the implications and potential impact of these themes on the future of private brands.

The Power of Private Brands

One of the key takeaways from our conversation with Emily is the growing recognition and trust that consumers have in private brands. Emily highlights this by stating, “People know that they can trust the quality and value of private brands.” This shift in consumer perception presents a significant opportunity for retailers to leverage their private brand offerings and differentiate themselves in the market.

The Role of Technology and E-commerce

The COVID-19 pandemic has accelerated the adoption of e-commerce and digital solutions in the grocery industry. Emily Detwiler acknowledges this shift, stating, “We saw a big shift towards e-commerce during COVID, and I still think that there will be an element of that going forward.” As consumers continue to embrace online shopping, retailers must find ways to make their private brand products stand out on the digital shelf. This includes optimizing product information, leveraging digital marketing strategies, and providing convenient solutions for consumers.

Meeting the Changing Consumer Demands

The future of private brands lies in meeting the changing demands of consumers. Emily emphasizes the need for retailers to offer sustainable packaging options, better-for-you products, and a diverse range of international flavors. She states, “As the younger consumer demands more, we will continue to see increased demand for sustainable packaging options and more diverse product offerings.” Retailers must stay attuned to consumer preferences and adapt their private brand strategies accordingly to remain competitive in the market.

The Importance of Collaboration and Support

Detwiler highlights the role of collaboration and support in the success of private brands. As a cooperative that supports independent grocery owners, AWG understands the importance of providing turnkey solutions and marketing support to its member retailers. Emily states, “We have a full suite of marketing support that separates us from other wholesalers and helps provide all the services and tools that an independent grocer needs to be successful with their private brands.” This collaborative approach ensures that retailers have the necessary resources and guidance to effectively promote and sell private brand products.

The Future Outlook

Looking ahead, Emily envisions a future where private brands continue to thrive and evolve. She predicts further retailer consolidation, increased demand for convenient meal solutions, and a continued focus on meeting the diverse needs of consumers. Emily states, “I think we will continue to see retailer consolidation as the next generation enters the industry, and we will also see increased demand for convenient meal solutions.” The future of private brands is bright, with endless possibilities for innovation and growth.

In conclusion, our conversation with Emily Detwiler from AWG has shed light on the future of private brands. With consumers placing more trust in private brands, the industry has a unique opportunity to differentiate itself and meet the changing demands of consumers. By leveraging technology, collaborating with retailers, and staying attuned to consumer preferences, private brands can continue to thrive and evolve. The future is promising, and it is up to retailers to seize the opportunities that lie ahead.