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Private label growth falls behind branded food for first time in a decade – driving need for new strategies
By Elizabeth Crawford
Despite historically enjoying rapid gains during economically challenging periods, like the pandemic, private label growth fell behind branded products in all but a few niche food and beverage categories during the past year – a role reversal that hasn’t occurred in nearly a decade, according to Nielsen data.
“When you look at what the behavior across food categories have been in the marketplace, consumers had restaurant restrictions, you had office closings, you had school closings. So, inherently, there were more meals at home, which drove for a huge growth across all food categories consistently,” Kara Sheesley, VP of retail engagement and US industry relations at NielsenIQ, said during a recent webinar hosted by ingredient solutions provider Kerry Taste & Nutrition.