Price:  US$595

Market:  United States

In the late eighties / early nineties, consumers (and retailers) used the terms “Generic” and “Private Label” interchangeably. Either term was used to talk about a non-branded product that tended to be less expensive and of lower quality than its branded counterpart. Private Label has come a long way since then. Today private Label has established its own identity and has become so well-accepted that:

• Private Label product sales growth is outpacing branded growth
• Virtually every U.S. household buys Private Label
• Private Label competes in 3 of every 4 consumer packaged goods (CPG) product categories

This 100+ page printed PowerPoint presentation with notes details Private Label trends, both recent (changes vs year ago) and longer term (changes vs 5 years ago). The most recent time period covered is 52 weeks ending 12/27/03. Sales trends are examined and changes in consumer behavior are profiled. Sections of the presentation include:

• Overall growth trends
• Details around the Private Label categories that are the largest, most developed, and fastest growing, including a look at Private Label’s impact on store loyalty
• A breakdown of Private Label growth and development by retail channel and specific retailers
• A consumer snapshot of Private Label purchasing in terms of how often consumers pick up Private Label and how varied (deep) their Private Label involvement is
• Behavior, demographic, and attitude descriptors that separate lighter Private Label shoppers from their heavier (and more valuable) counterparts
• Private Label purchasing among Hispanic households
• Summary comments suggesting how retailers and manufacturers can utilize the information to drive (or protect) sales.