In nonfoods, what IRI classified as nonedible private brands, annual sales picked up for categories reflecting the home (paper towels, toilet tissue, paper cups and plates) and hygiene, like hair care and the shaving category — possibly driven by consumers concerned with how they looked on Zoom.
Bill Smith, director of Our Brands for Buffalo-based Tops Friendly Markets, said all of the retailer’s private label categories were in the black in 2020. “The household categories clearly saw record increases,” he said. “Other bright spots were baking and pantry style items as well as some great results in perimeter fresh departments. These categories rose to the top due to restaurant restrictions, curfews, consumer anxiety, and remote working/schooling which increased at-home eating habits.”
Tops launched more than 200 new store brand items last year, despite COVID-19, and the unit sales of its Our Brands were “strong double digits over prior year,” he said.
Ofri said Wakefern’s new products augmented the breadth of its Bowl & Basket and Paperbird lines that were introduced at the tail end of 2019. “We have been gradually launching additional categories over time,” she said. “However, our sales and private label unit penetration have increased, so we are performing ahead of schedule.”
The largest chains also reported big 2020 results. Kroger, for example, reported in February that its Our Brands division had its “best year ever,” per comments from chairman and CEO Rodney McMullen delivered during the company’s most recent earnings call. He reported that private label sales at Kroger exceeded $26.2 billion in sales last year. Simple Truth — a cross-category brand — surpassed $3 billion in annual sales.
Albertsons recorded 25% own brand penetration in its most recent quarter, and Target reported in its fourth-quarter financials that four of its private brands — Cat & Jack, Up & Up, Threshold and Good & Gather — earned more than $2 billion in sales. The mass retailer has more than 30 own brands, and 10 of them generated more than $1 billion in sales.
From smaller retailers to larger ones, life is good in the private label department. Here’s a closer look at some of the strongest categories.
April 03, 2021 at 02:41AM
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State of the Industry 2021: Numbers Show Private Label Soaring in Key Categories - Store Brands Magazine
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