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SymphonyIRI is out with its newest Times & Trends Report, "Reversal of Fortune: National Brands Pick up Gains on Private Label," which explores the ongoing battle between private and national brands.

Some excerpts:

• "Penetration continues to be a key influencer of private label share. Penetration has slid across a majority of CPG channels during the past two years, with the exception of the club channel, which has seen private label penetration increase more than one point since 2010, to just under 43 percent. Penetration gains are also helping to support growth at the category level, including categories such as internal analgesics and refrigerated salad/coleslaw, where private label share has historically been above average."

• "Private label sales are quite concentrated. At present, the top one-third of private label buyers account for nearly two-thirds of all private label sales. And, while overall private label penetration is nearly universal, private label penetration is below 25 percent across three-quarters of CPG categories."

• "Average savings offered by private label CPG options varies considerably, but, on average, is in the double-digit range across more than three-quarters of the largest CPG categories. Despite the measurable discount offered by many private label CPG products, the last two years have witnessed a growing average private label price per volume and a declining private label price gap versus the category as a whole."
KC's View: