executive summary store brands gains widen vs...

EXECUTIVE SUMMARY

Source: Nielsen/PLMA © Copyright 2015 PLMA

+2.9%

+2.2%

+2.5%

+2.2%

+1.2%

+1.1%

2012 2013 2014

Annual Percent Rate Sales Growth

Store Brands National Brands

All Outlets Combined

Store brands gains widen vs national brands.

Sales hit new highs in all outlets.

Store brands sales in all major retail channels continue their upwards trend, setting new records across

the board for annual revenue. When 2014 came to a close, store brands had accounted for nearly three

billion dollars in incremental sales overall, an increase of +2.5% over the previous year and more than

twice the gain recorded by national brands.

Total sales of private label were $115.3

billion according to the latest industry

data from Nielsen. As a result, store

brand dollar share moved up across all

outlets combined – consisting of

supermarkets, drug chains, mass

merchandisers, and the club and dollar

store channels.


Over a three-year period, store

brands sales across the combined

retail outlets have increased by $5.5

billion, moving store brand dollar

market share from 17.3% to 17.7%.

The run-ups are much the same in the

individual channels. Over that

period, the annual sales volumes for

store brands have risen by $2.5 billion

in supermarkets and risen by $200

million in drug chains.

Data for PLMA’s 2015 Private Label Yearbook were compiled by Nielsen for the 52 weeks ending December 27, 2014. Numbers and percentages have been rounded by Nielsen where necessary and totals may exceed 100% in some instances.

$59.6 $61.0 $62.1

$8.1 $8.3 $8.3

$42.1 $44.8

$47.7

2012 2013 2014

Supermarkets Drug Chains Mass, Club & Dollar

Dollar Volume in Billions

Total Store Brands: All Channels Combined

$109.8 $112.4 $115.3

When it came to units, store brands and national brands alike saw total unit volumes decline across all

channels for 2014 and store brands unit share was slightly lower at year’s end.

19.5%

16.5%

17.7%

23.1%

17.3%

21%

Supermarkets Drug Chains All Outlets

Store Brands Market Share

Dollar Share Unit Share

Unit market share for store brands was 23.1% in U.S. supermarkets,

while dollar share increased to 19.5%. In drug chains unit share was

17.3% and dollar share increased to 16.5%. Unit share was 21% for all

outlets combined as dollar share grew to 17.7%. Source: PLMA/Nielsen


Measured across all brands and

outlets reported by Nielsen, unit

volume fell off as national brands

units dropped 550 million and store

brands lost 530 million units, for a

total loss of nearly 1.1 billion units.

The disparity between revenues

increasing while overall unit volume

remains flat or declines may be

reflective of several factors, especially

in a year when price inflation did not

The contrast between dollars and units was particularly pronounced in the supermarket channel,

where annual store brand sales rose +1.8% – for an increase of $1.1 billion – while volume in terms

of units tapered by -2.1%.


Savings for Consumers

Last year, shoppers who reached for the store brand version

of their favorite food and non-food grocery products rather

than the national brand enjoyed an estimated $27 billion in

savings. Ongoing research by PLMA consistently reveals

that on a trip to a typical supermarket, shoppers save about

one-third on basic grocery and household items by

choosing store brands over national brands.

The difference is marketing costs incurred by national

brand makers that are passed on to consumers. Big CPG

companies spend about 25 cents of every dollar to build

brand equity. They do this to satisfy shareholders and Wall

Street analysts who place a premium on the perceived

value of their brands.

have a particularly negative impact on

consumers. These factors could range

from trading up to specialty and

premium priced items at the high end

– whether organic, sustainable,

gourmet, better-for-you, or simply

“new” and innovative products – to

shoppers across the economic

spectrum pursuing savings by

purchasing larger sizes and club

packs, or by migrating their regular

shopping to patronize limited

assortment stores and discount

channels not counted by Nielsen.


Undoubtedly, it’s a combination of such factors at work to produce the statistical results. But the

clear evidence that consumers overall are buying less in the combined channels is almost certainly

an indication that some of the cautious behaviors that were adopted post-recession by shoppers at

the value end continue, in spite of a general return of optimism with regard to the economy and the

future.

Irrespective of trends affecting unit volumes, however, the fact remains that according to the

benchmarks most closely watched by industry analysts – dollar growth and dollar share – 2014 was

once again a strong year for store brands growth in U.S. grocery retailing.

Supermarkets

Store brands sales gains brought U.S. supermarkets a $1.1 billion dollar increase in annual revenues

in 2014. Private label sales were ahead +1.8%, outpacing the national brands at +1.1%. As a result,

store brand dollar share rose to 19.5%, an all-time high. The gain brought annual sales of store

brands to $62.1 billion, also a record. National brands were up about $2.8 billion. Store brands

accounted for 28% of all new dollars coming into the channel last year.


Over the past three years, annual store brands sales in supermarkets have increased $2.5 billion

– more than +4% – pushing dollar share from 19.1% to 19.5%. During the same period, annual sales for

national brands gained +2%.

Unit volume in supermarkets in particular, which has declined for a number of years, continued to

trend negative. A loss of nearly 890 million units overall impacted store brands and national brands

alike, which were off 560 million units and 330 million units respectively. Private label unit share came

in at 23.1%; it has remained above 23% for the past three years.

Looking at individual departments across the store, store brand dollar share was ahead or even in

seven of the eleven sectors, led by fresh meat (+3.4 points), packaged meat (+0.6 points), dairy (+0.4

points), and deli (+0.2 points). In terms of units, store brand market share was up or even in nine of the

eleven, led by fresh meat (+7.6 points), deli (+1.2 points), fresh produce (+1.1 points), and general

merchandise (+0.7 points). Dairy, which was down -0.7 points in private label share, accounted for one

third of the total channel decline in unit sales for the year.

The top ten categories for private label dollar volume gains in supermarkets were: fresheners &


deodorizers; fresh meat; nuts; coffee;

dairy snacks; spreads & dips; ready-to-

serve prepared foods; fresh eggs;

packaged meat; baby food; and

kitchen gadgets.

Seven of these ten likewise appeared

on the top ten list of categories for

gains in private label unit volume – a

list that also included motor vehicle

care & accessories, family planning,

and bottled water.

Supermarkets by Region

In the nine geographical divisions that Nielsen tracks, store

brand dollar share in supermarkets grew in six, with the

best performance in the Middle Atlantic, which was up

+0.5 points. The highest shares per se were in the East

South Central (23%) and Mountain (22.8%) sectors of the

U.S.; both were significantly higher than the national

average of 19.5% for the channel. One region was even in

dollar share and two of the regions declined.

In units, store brand share was up only modestly (+0.1

points) in two sections, the West South Central and the

Middle Atlantic. The highest overall unit market shares

were recorded in the East South Central (26.7%) and

Mountain regions (26%), both ahead of the channel-wide

average of 23.1%. Seven of the regional divisions ceded

unit share.


Drug Chains

As they have for nearly a decade, store brands continued to be the principal growth engine in the drug

chain channel. Private label dollar volume was up +0.3% compared to a decline of -0.1% for national

brands. Consequently, store brand dollar share rose to 16.5%, a new high. The 2014 performance raised

the annual sales of store brands in the channel to $8.3 billion, another high. Over the past three years,

annual private label sales in the drug channel have increased by some $200 million. Private label has

accounted for 40% of all annual revenue growth in the entire channel during that period.

As in supermarkets, units retreated despite the increase in dollar sales. National brands and private

label fell about the same: national brands were off -1.8% and store brands gave up -2.2%. As a result,

store brand unit share declined slightly from 17.4% to 17.3%, though it remains considerably

improved as compared to 2012, when it was 16.7%.

Looking at the eleven departments in the drug channel, store brands gained in dollar share in six and

declined in five. The largest gains were seen in dairy (+1.8 points), general merchandise (+0.8 points),

non-foods grocery (+0.7 points), deli (+0.5 points) and fresh produce (+0.4 points). However, a drop of


four tenths of a point in the largest

single department, health and beauty

aids, which accounts for more than

half of channel sales, weighed heavily

on the overall outcome. As for

departments in store brand unit share,

seven were down and four were up or

even; again, health and beauty aids,

which was off five tenths, depressed

the channel-wide total for private

label.

In individual product categories, the

top ten for store brand dollar volume

growth in the drug channel was a

mixed bag of large and small, familiar

Drug Chains by Region

Looking at the nine geographical regions tracked by

Nielsen, store brand dollar share in drug chains was up in

three divisions: the Middle Atlantic region (+0.4 points),

New England (+0.3 points), and South Atlantic (+0.2

points). The highest dollar shares were in New England

and the West North Central region, both at 17.6% –

considerably higher than the 16.5% national average for

dollar share in the drug channel. Six sections were off in

dollar share.

As for units, three regional divisions were up, led by the

Middle Atlantic, which tacked on +0.4 points. Leading the

regions for overall unit market share was the West North

Central at 19.2%, as compared to the national average of

17.3%. Six of the nine regions saw private label unit share

decline.

and unfamiliar, food and non-food sectors: watches & timepieces; milk; ice; ready-to-serve-prepared

foods; dairy snacks; spreads & dips; cereal; light bulbs & telephone accessories; shortenings & oil; table

syrups & molasses; and frozen vegetables.

Looking at the leading unit volume gainers, five of these were also on the top ten list, and were joined

by coffee; pasta; prepared foods (dry mixes); breakfast foods; and cottage cheese, sour cream &

toppings.

CHART 1

PRIVATE LABEL DOLLAR VOLUME TODAY VS YEAR AGO

TODAY YEAR AGO % CHG

Total Channel $318.0 Billion $314.0 Billion 1.3%

Total Private Label $62.1 Billion $61.0 Billion 1.8%

Total Brands $255.9 Billion $253.1 Billion 1.1%

CHART 2

PRIVATE LABEL UNIT VOLUME TODAY VS YEAR AGO


Total Channel 114.3 Billion 115.2 Billion -0.8%

Total Private Label 26.4 Billion 27.0 Billion -2.1%

Total Brands 87.9 Billion 88.2 Billion -0.4%

CHART 3

PRIVATE LABEL DOLLAR MARKET SHARE TODAY VS YEAR AGO


Total Channel 100% 100% ―

Total Private Label 19.5% 19.4% 0.1

Total Brands 80.5% 80.6% -0.1

CHART 4

PRIVATE LABEL UNIT MARKET SHARE TODAY VS YEAR AGO



Total Private Label 23.1% 23.4% -0.3

Total Brands 76.9% 76.6% 0.3


PHOTO

TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS

CHART 5

MARKET SHARE TREND IN DOLLARS AND UNITS

DOLLARS UNITS

2012 19.1% 23.2%

2013 19.4% 23.4%

2014 19.5% 23.1%

CHART 6

DOLLAR VOLUME SALES TREND

TOTAL CHANNEL PRIVATE LABEL

2012 $311.1 Billion $59.6 Billion



CHART 7

UNIT VOLUME SALES TREND


2012 115.5 Billion 26.8 Billion




Data for PLMA’s 2015 Private Label Yearbook were compiled by Nielsen for the 52 weeks ending December 27, 2014. Numbers and percentages have been rounded off by Nielsen where necessary and totals may exceed 100% in some instances.


CHART 8

TOP 20 PRIVATE LABEL CATEGORIES BY DOLLAR VOLUME

PRIVATE LABEL CATEGORY PRIVATE LABEL

DOLLAR VOLUME DOLLAR VOLUME DOLLAR SHARE

1 Milk $6.8 Billion $11.6 Billion 59.0%

2 Cheese $4.6 Billion $11.5 Billion 39.6%

3 Bread & Baked Goods $4.2 Billion $14.3 Billion 29.1%

4 Fresh Produce $3.9 Billion $17.8 Billion 22.0%

5 Fresh Eggs $2.4 Billion $3.7 Billion 64.6%

6 Deli Dressings, Salad, & Prepared Foods $2.2 Billion $6.4 Billion 33.8%

7 Paper Products $2.1 Billion $7.6 Billion 27.3%

8 Packaged Meat $2.1 Billion $12.3 Billion 16.7%

9 Fresh Meat $1.4 Billion $3.1 Billion 43.7%

10 Bottled Water $1.4 Billion $5.0 Billion 27.6%

11 Frozen Meats & Seafood (Unprepared) $1.4 Billion $3.3 Billion 41.3%

12 Frozen Vegetables $1.3 Billion $3.6 Billion 36.7%

13 Canned Vegetables $1.3 Billion $3.6 Billion 35.3%

14 Snacks $1.1 Billion $12.7 Billion 8.5%

15 Ice Cream $1.0 Billion $4.0 Billion 25.7%

16 Condiments, Gravies & Sauce $936.7 Million $6.1 Billion 15.4%

17 Butter & Margarine $910.1 Million $2.8 Billion 32.5%

18 Cottage Cheese, Sour Cream & Toppings $895.1 Million $2.4 Billion 38.1%

19 Frozen Prepared Foods $886.4 Million $8.1 Billion 10.9%

20 Cereal $815.8 Million $6.1 Billion 13.3%



CHART 9

TOP 20 PRIVATE LABEL CATEGORIES BY UNIT VOLUME


UNIT VOLUME UNIT VOLUME UNIT SHARE

1 Milk 2.3 Billion 3.8 Billion 60.7%

2 Bread & Baked Goods 2.1 Billion 5.8 Billion 35.7%

3 Canned Vegetables 1.7 Billion 3.5 Billion 47.5%

4 Cheese 1.6 Billion 3.6 Billion 44.4%

5 Fresh Produce 1.4 Billion 6.9 Billion 21.1%

6 Fresh Eggs 1.0 Billion 1.5 Billion 69.7%

7 Paper Products 898.7 Million 2.2 Billion 40.4%

8 Bottled Water 836.6 Million 2.7 Billion 31.3%

9 Frozen Vegetables 769.5 Million 1.8 Billion 43.7%

10 Condiments, Gravies & Sauces 663.2 Million 3.1 Billion 21.4%

11 Packaged Meats 619.6 Million 3.6 Billion 17.2%

12 Carbonated Beverages 616.2 Million 5.2 Billion 11.7%

13 Yogurt 588.9 Million 3.9 Billion 15.2%

14 Snacks 529.4 Million 5.1 Billion 10.3%

15 Deli Dressings, Salads & Prepared Foods 473.3 Million 1.8 Billion 25.7%

16 Cottage Cheese, Sour Cream & Toppings 413.1 Million 972.8 Million 42.5%

17 Soup 396.3 Million 2.8 Billion 14.0%

18 Cereal 342.5 Million 2.0 Billion 16.9%

19 Prepared Foods (Dry Mixes) 338.3 Million 2.2 Billion 15.2%

20 Ice Cream 327.6 Million 1.1 Billion 29.2%



CHART 10

TOP 10 DOLLAR VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size $1MM)

DOLLARS % GAIN DOLLAR VOLUME DOLLAR SHARE

1 Fresheners & Deodorizers 76.8% $9.8 Million 1.8%

2 Fresh Meat 30.5% $1.4 Billion 43.7%

3 Nuts 12.0% $805.8 Million 32.1%

4 Coffee 11.5% $559.0 Million 11.2%

5 Dairy Snacks, Spreads & Dips 10.7% $255.1 Million 15.9%

6 Ready-to-Serve Prepared Foods 10.6% $434.7 Million 12.0%

7 Fresh Eggs 9.9% $2.4 Billion 64.6%

8 Packaged Meat 9.1% $2.1 Billion 16.7%

9 Baby Food 8.6% $55.5 Million 2.1%

10 Kitchen Gadgets 8.0% $273.9 Million 25.0%

CHART 11

TOP 10 UNIT VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size 1MM Units)

UNITS % GAIN UNIT VOLUME UNIT SHARE

1 Fresheners & Deodorizers 34.2% 3.9 Million 1.8%

2 Fresh Meat 16.2% 221.9 Million 39.6%

3 Baby Food 10.7% 23.7 Million 3.3%

4 Coffee 9.9% 106.0 Million 12.5%

5 Dairy Snacks, Spreads & Dips 8.9% 82.4 Million 18.1%

6 Nuts 7.7% 195.8 Million 30.9%

7 Motor Vehicle Care & Accessories 6.6% 10.4 Million 32.8%

8 Family Planning 6.4% 2.4 Million 19.3%

9 Kitchen Gadgets 6.1% 130.9 Million 39.4%

10 Bottled Water 5.7% 836.6 Million 31.3%



CHART 12

BREAKDOWN BY DEPARTMENT: VOLUME AND MARKET SHARES IN DOLLARS AND UNITS

DEPARTMENT DOLLAR SHARE DEPARTMENT UNIT SHARE

DOLLAR VOLUME TODAY CHANGE UNIT VOLUME TODAY CHANGE

Dry Grocery $137.4 Billion 16.0% -0.1 62.1 Billion 20.3% 0.3

Frozen Food $30.2 Billion 22.1% 0.0 9.5 Billion 23.5% 0.4

Dairy $44.2 Billion 38.6% 0.4 17.2 Billion 39.3% -0.7

Deli $6.4 Billion 33.8% 0.2 1.8 Billion 25.5% 1.2

Packaged Meat $12.3 Billion 16.7% 0.6 3.6 Billion 16.8% 0.3

Fresh Meat $3.1 Billion 43.7% 3.4 0.6 Billion 39.6% 1.7

Fresh Produce $17.8 Billion 22.0% -0.7 6.9 Billion 22.0% 1.1

Alcoholic Beverages $21.3 Billion 0.6% -0.1 2.3 Billion 0.9% -0.1

Total Food $272.8 Billion 20.3% 0.1 103.9 Billion 23.2% -0.3

Non-Foods Grocery $24.9 Billion 16.3% 0.0 6.0 Billion 26.2% 0.3

General Merchandise $5.5 Billion 11.0% 0.3 1.4 Billion 16.5% 0.7

Health and Beauty Aids $14.8 Billion 13.5% -0.2 3.0 Billion 17.2% 0.0

Total Non-Food $45.2 Billion 14.7% 0.0 10.4 Billion 22.2% -0.1

All Departments $318.0 Billion 19.5% 0.1 $114.3 Billion 23.1% -0.3



CHART 1



Total Channel $50.7 Billion $50.7 Billion -0.1%


Total Brands $42.3 Billion $42.4 Billion -0.1%

CHART 2






CHART 3





Total Brands 83.5% 83.6% -0.1

CHART 4





Total Brands 82.7% 82.6% 0.1


TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS

CHART 5


DOLLARS UNITS

2012 16.1% 16.7%

2013 16.4% 17.4%

2014 16.5% 17.3%

CHART 6






CHART 7









CHART 8




1 Medications & Remedies $1.9 Billion $5.7 Billion 32.9%

2 Cough And Cold Remedies $992.0 Million $3.2 Billion 30.7%

3 Vitamins $652.4 Million $3.0 Billion 21.9%

4 First Aid $589.1 Million $1.3 Billion 45.8%

5 Pain Remedies $507.0 Million $1.3 Billion 39.0%

6 Paper Products $350.9 Million $1.2 Billion 29.4%

7 Nuts $238.4 Million $421.0 Million 56.6%

8 Bottled Water $228.6 Million $676.3 Million 33.8%

9 Skin Care Preparations $200.6 Million $1.9 Billion 10.6%

10 Office & School Supplies $199.1 Million $771.0 Million 25.8%

11 Candy $185.0 Million $2.8 Billion 6.6%

12 Oral Hygiene $166.7 Million $1.5 Billion 11.0%

13 Batteries, Flashlights & Chargers $142.6 Million $573.3 Million 24.9%

14 Snacks $131.5 Million $981.3 Million 13.4%

15 Grooming Aids $122.6 Million $679.6 Million 18.0%

16 Sanitary Protection $108.3 Million $614.8 Million 17.6%

17 Pet Care $80.1 Million $177.3 Million 45.2%

18 Personal Soap & Bath Needs $78.6 Million $645.8 Million 12.2%

19 Housewares & Appliances $77.5 Million $525.1 Million 14.8%

20 Shaving Needs $70.4 Million $800.9 Million 8.8%



CHART 9




1 Medications & Remedies 212.5 Million 619.3 Million 34.3%

2 Paper Products 162.4 Million 372.6 Million 43.6%

3 Bottled Water 141.2 Million 365.4 Million 38.7%

4 Cough & Cold Remedies 131.6 Million 376.8 Million 34.9%

5 First Aid 129.3 Million 223.7 Milion 57.8%

6 Candy 121.7 Million 1.6 Billion 7.5%

7 Office & School Supplies 97.2 Million 270.9 Million 35.9%

8 Vitamins 85.0 Million 304.7 Million 27.9%

9 Pain Remedies 80.4 Million 184.1 Million 43.7%

10 Nuts 74.8 Million 134.6 Million 55.6%

11 Snacks 62.6 Million 479.7 Million 13.0%

12 Oral Hygiene 44.3 Million 308.7 Million 14.4%

13 Grooming Aids 38.2 Million 154.8 Million 24.7%

14 Skin Care Preparations 34.4 Million 216.8 Million 15.8%

15 Cookies & Ice Cream Cones 33.9 Million 125.8 Million 27.0%

16 Sanitary Protection 28.8 Million 115.0 Million 25.0%

17 Batteries, Flashlights & Chargers 26.5 Million 82.6 Million 32.1%

18 Personal Soap & Bath Needs 24.3 Million 162.4 Million 15.0%

19 Bread & Baked Goods 23.6 Million 97.2 Million 24.3%

20 Wrapping Materials & Bags 23.6 Million 41.4 Million 57.0%



CHART 10



1 Watches & Time Pieces 142.5% $1.6 Million 38.8%

2 Milk 88.2% $26.4 Million 5.1%

3 Ice 81.9% $3.5 Million 7.0%

4 Ready-to-Serve Prepared Foods 67.8% $1.6 Million 3.6%

5 Dairy Snacks, Spreads & Dips 49.0% $1.3 Million 12.5%

6 Cereal 47.3% $4.9 Million 2.3%

7 Light Bulbs & Telephone Accessories 41.5% $36.5 Million 24.6%

8 Shortenings & Oil 40.7% $5.2 Million 39.9%

9 Table Syrups & Molasses 37.2% $2.2 Million 56.7%

10 Frozen Vegetables 28.4% $2.6 Million 51.6%

CHART 11



1 Milk 73.5% 8.6 Million 5.0%

2 Ice 70.7% 1.3 Million 6.1%

3 Coffee 54.3% 2.8 Million 3.5%

4 Cereal 53.0% 1.9 Million 2.4%

5 Pasta 33.4% 1.1 Million 29.1%

6 Shortening & Oil 31.2% 1.4 Million 46.1%

7 Frozen Vegetables 28.3% 1.2 Million 56.6%

8 Prepared Foods (Dry Mixes) 22.4% 1.6 Million 7.6%

9 Breakfast Foods 18.8% 4.0 Million 7.9%

10 Cottage Cheese, Sour Cream & Toppings 18.2% 1.2 Million 23.1%



CHART 12




Dry Grocery $9.5 Billion 11.7% -0.1 563.2 Million 11.7% -0.2

Frozen Food $545.3 Million 19.6% -1.7 35.5 Million 21.7% -1.6

Dairy $778.6 Million 13.4% 1.8 58.9 Million 19.9% 1.9

Deli $89.9 Million 35.3% 0.5 10.0 Million 33.2% -1.1

Packaged Meat $58.7 Million 6.9% -4.2 1.3 Million 6.5% -7.3

Fresh Meat $9.4 Million 5.8% -3.5 0.1 Million 2.3% -1.3

Fresh Produce $23.2 Million 21.9% 0.4 2.3 Million 20.5% -0.2

Alcoholic Beverages $3.0 Billion 1.4% 0.1 6.9 Million 2.1% 0.0

Total Food $13.9 Billion 10.1% 0.0 678.1 Million 12.0% -0.1

Non-Foods Grocery $7.6 Billion 9.9% 0.7 265.3 Million 17.0% 0.8

General Merchandise $2.8 Billion 21.0% 0.8 178.2 Million 31.3% 1.3

Health and Beauty Aids $26.3 Billion 21.2% -0.4 853.0 Million 23.7% -0.5

Total Non-Food $36.7 Billion 18.9% 0.1 1.3 Billion 22.6% 0.1

All Departments $50.7 Billion 16.5% 0.1 2.0 Billion 17.3% -0.1



CHART 1



Total Channel $652.8 Billion $643.9 Billion 1.4%



CHART 2






CHART 3





Total Brands 82.3% 82.5% -0.2

CHART 4





Total Brands 79.0% 78.8% 0.1


TOP LINE REPORTS – ALL OUTLETS COMBINED

CHART 5


DOLLARS UNITS

2012 17.3% 21.1%

2013 17.5% 21.2%

2014 17.7% 21.0%

CHART 6






CHART 7









CHART 8




1 Milk $9.9 Billion $17.3 Billion 57.0%

2 Bread & Baked Goods $6.5 Billion $21.7 Billion 30.1%

3 Paper Products $6.5 Billion $21.6 Billion 30.2%

4 Cheese $6.5 Billion $17.1 Billion 38.0%

5 Fresh Produce $4.8 Billion $25.5 Billion 18.9%

6 Medications & Remedies $4.3 Billion $14.1 Billion 30.4%

7 Deli Dressings, Salads & Prepared Foods $3.0 Billion $10.1 Billion 29.8%

8 Packaged Meat $2.8 Billion $18.7 Billion 14.8%

9 Bottled Water $2.7 Billion $9.4 Billion 28.4%

10 Fresh Eggs $2.6 Billion $5.5 Billion 47.5%

11 Frozen Meats & Seafood (Unprepared) $2.4 Billion $6.0 Billion 39.4%

12 Vitamins $2.2 Billion $10.1 Billion 21.9%

13 Wrapping Materials Bags $2.2 Billion $5.2 Billion 42.6%

14 Cough And Cold Remedies $2.2 Billion $7.3 Billion 29.7%

15 Snacks $2.0 Billion $23.2 Billion 8.8%

16 Frozen Vegetables $1.8 Billion $5.2 Billion 35.2%

17 Pet Food $1.7 Billion $14.2 Billion 12.1%

18 Canned Vegetables $1.7 Billion $5.1 Billion 33.0%

19 Nuts $1.6 Billion $5.2 Billion 31.4%

20 Fresh Meat $1.5 Billion $6.3 Billion 23.0%



CHART 9




1 Milk 3.3 Billion 5.6 Billion 58.2%

2 Bread & Baked Goods 3.2 Billion 8.9 Billion 35.6%

3 Canned Vegetables 2.2 Billion 5.0 Billion 45.2%

4 Paper Products 2.2 Billion 5.3 Billion 41.6%

5 Cheese 2.1 Billion 5.0 Billion 41.7%

6 Fresh Produce 1.8 Billion 9.4 Billion 18.9%

7 Bottled Water 1.6 Billion 4.7 Billion 33.9%

8 Total Fresh Eggs 1.1 Billion 2.1 Billion 52.7%

9 Frozen Vegetables 1.0 Billion 2.5 Billion 41.7%

10 Condiments, Gravies & Sauces 924.9 Million 4.5 Billion 20.4%

11 Carbonated Beverages 903.0 Million 9.5 Billion 9.5%

12 Snacks 882.8 Million 9.2 Billion 9.6%

13 Packaged Meat 767.6 Million 5.4 Billion 14.3%

14 Yogurt 685.5 Million 5.0 Billion 13.6%

15 Deli Dressings, Salads & Prepared Foods 673.3 Million 2.9 Billion 23.0%

16 Wrapping Materials & Bags 668.2 Million 1.3 Billion 50.9%

17 Medications & Remedies 631.3 Million 2.0 Billion 31.3%

18 Soups 550.3 Million 4.5 Billion 12.4%

19 Cottage Cheese, Sour Cream & Toppings 525.0 Million 1.3 Billion 40.0%

20 Cookies & Ice Cream Cones 515.1 Million 2.9 Billion 18.0%



CHART 10



1 Canning & Freezing Supplies 141.5% $3.3 Million 1.3%

2 Watches & Time Pieces 68.3% $6.1 Million 3.6%

3 Light Bulbs & Telephone Accessories 57.7% $400.2 Million 12.2%

4 Seasonal General Merchandise 48.6% $10.8 Million 6.1%

5 Fresh Meat 32.1% $1.5 Billion 23.0%

6 Fresheners & Deodorizers 28.6% $238.8 Million 8.4%

7 Baby Needs 26.4% $205.4 Million 9.0%

8 Butter & Margarine 12.2% $1.3 Billion 32.8%

9 Buckets, Bins & Bath Accessories 11.2% $601.1 Million 19.7%

10 Musical Instruments & Accessories 11.1% $2.2 Million 17.9%

CHART 11



1 Canning & Freezing Supplies 142.4% 1.1 Million 2.2%

2 Fresheners & Deodorizers 32.1% 114.8 Million 10.9%

3 Light Bulbs & Telephone Accessories 22.6% 72.2 Million 21.0%

4 Fresh Meat 18.4% 232.9 Million 22.2%

5 Seasonal General Merchandise 17.1% 1.3 Million 2.5%

6 Dairy Snacks, Spreads & Dips 8.7% 97.2 Million 15.6%

7 Coffee 7.0% 159.5 Million 10.6%

8 Bottled Water 6.0% 1.6 Billion 33.9%

9 Tea 5.5% 163.8 Million 9.4%

10 Nuts 4.7% 366.3 Million 30.2%



CHART 12




Dry Grocery $244.8 Billion 15.0% -0.2 106.8 Billion 18.4% -0.2

Frozen Food $48.0 Billion 20.5% 0.1 14.2 Billion 21.3% 0.1

Dairy $64.6 Billion 36.4% 0.4 24.1 Billion 35.9% -0.5

Deli $10.1 Billion 29.8% 0.9 2.9 Billion 23.0% 0.4

Packaged Meat $18.7 Billion 14.8% 0.7 5.4 Billion 14.3% 0.5

Fresh Meat $6.3 Billion 23.0% 2.5 1.0 Billion 22.2% 2.4

Fresh Produce $25.5 Billion 18.9% -0.3 9.4 Billion 18.9% -0.6

Alcoholic Beverages $30.3 Billion 0.7% -0.1 3.2 Billion 0.9% -0.2

Total Food $448.4 Billion 18.4% 0.1 167.1 Billion 20.8% -0.2

Non-Foods Grocery $77.2 Billion 17.7% 0.6 17.0 Billion 24.8% 0.4

General Merchandise $44.4 Billion 11.5% 0.9 7.7 Billion 20.1% 0.8

Health and Beauty Aids $82.7 Billion 17.1% -0.1 14.8 Billion 19.7% -0.1

Total Non-Food $204.4 Billion 16.1% 0.4 39.5 Billion 21.9% 0.3

All Departments $652.8 Billion 17.7% 0.2 206.6 Billion 21.0% -0.1



CHART 1

PRIVATE LABEL MARKET SHARE | SUPERMARKETS

DOLLAR SHARE UNIT SHARE

TODAY YR AGO CHG TODAY YR AGO CHG

New England 18.5% 18.6% -0.2% 21.9% 22.3% -0.5%

East North Central 19.7% 19.6% 0.1% 23.6% 23.9% -0.3%

East South Central 23.0% 22.7% 0.3% 26.7% 26.8% -0.1%

West North Central 18.6% 18.4% 0.2% 23.2% 23.4% -0.2%

West South Central 19.6% 19.4% 0.2% 25.2% 25.1% 0.1%

Middle Atlantic 17.4% 16.9% 0.5% 20.2% 20.1% 0.1%

South Atlantic 20.0% 19.9% 0.1% 23.6% 23.9% -0.3%

Mountain 22.8% 22.8% 0.0% 26.0% 26.7% -0.7%

Pacific 18.5% 18.9% -0.4% 20.9% 21.8% -0.9%



TOP LINE REPORTS – REGIONAL DIVISION PROFILES

CHART 2

PRIVATE LABEL MARKET SHARE | DRUG CHAINS



New England 17.6% 17.4% 0.3% 18.0% 17.8% 0.2%

East North Central 16.8% 17.0% -0.1% 17.2% 17.6% -0.4%

East South Central 17.1% 17.3% -0.2% 16.4% 16.6% -0.2%

West North Central 17.6% 17.8% -0.2% 19.2% 19.4% -0.2%

West South Central 16.6% 16.9% -0.3% 17.3% 17.8% -0.5%

Middle Atlantic 15.4% 15.0% 0.4% 16.6% 16.2% 0.4%

South Atlantic 16.8% 16.7% 0.2% 17.4% 17.4% 0.1%

Mountain 17.0% 17.3% -0.3% 18.0% 18.6% -0.6%

Pacific 15.6% 15.7% -0.1% 17.2% 17.4% -0.2%



CHART 3

PRIVATE LABEL MARKET SHARE | ALL OUTLETS COMBINED



New England 17.1% 17.1% 0.0% 20.5% 20.8% -0.3%

East North Central 18.0% 17.7% 0.2% 21.5% 21.7% -0.2%

East South Central 19.3% 19.0% 0.3% 22.6% 22.5% 0.1%

West North Central 17.5% 17.2% 0.3% 21.2% 21.3% -0.1%

West South Central 17.4% 17.2% 0.2% 21.6% 21.6% 0.0%

Middle Atlantic 16.3% 15.8% 0.5% 19.2% 19.1% 0.2%

South Atlantic 18.0% 17.8% 0.2% 21.2% 21.4% -0.1%

Mountain 19.3% 19.2% 0.2% 22.7% 23.0% -0.4%

Pacific 16.9% 17.0% -0.1% 19.4% 20.0% -0.6%

All Outlets Combined consists of total U.S. Supermarkets, Drug Chain, Mass Merchandisers Channel including

Walmart, Club Channel, Dollar Stores and Military Exchanges.



CHART 4

DOLLAR VOLUME: TODAY VS A YEAR AGO - ALL OUTLETS COMBINED

TODAY YR AGO % CHG

New England Total Private Label $5.6 Billion $5.6 Billion 1.2%


East North Central Total Private Label $17.5 Billion $17.2 Billion 1.8%


East South Central Total Private Label $8.1 Billion $7.9 Billion 2.9%


West North Central Total Private Label $8.3 Billion $8.1 Billion 2.9%


West South Central Total Private Label $14.2 Billion $13.9 Billion 2.6%


Middle Atlantic Total Private Label $12.4 Billion $12.0 Billion 2.9%

Total Brands $63.8 Billion $64.3 Billion -0.8%

South Atlantic Total Private Label $25.6 Billion $24.9 Billion 2.9%


Mountain Total Private Label $9.4 Billion $9.1 Billion 3.6%


Pacific Total Private Label $14.1 Billion $13.9 Billion 1.8%




CHART 5

UNIT VOLUME: TODAY VS A YEAR AGO - ALL OUTLETS COMBINED

TODAY YR AGO % CHG

New England Total Private Label 2.1 Billion 2.1 Billion -2.2%


East North Central Total Private Label 6.8 Billion 6.9 Billion -2.2%


East South Central Total Private Label 3.3 Billion 3.3 Billion 0.4%

Total Brands 11.3 Billion 11.3 Billion 0.0%

West North Central Total Private Label 3.2 Billion 3.2 Billion -1.3%


West South Central Total Private Label 5.7 Billion 5.8 Billion -0.6%


Middle Atlantic Total Private Label 4.5 Billion 4.6 Billion -1.3%


South Atlantic Total Private Label 9.6 Billion 9.6 Billion -0.7%


Mountain Total Private Label 3.5 Billion 3.5 Billion -0.4%


Pacific Total Private Label 4.8 Billion 4.9 Billion -2.6%




CHART 6

DOLLAR MARKET SHARE: TODAY VS A YEAR AGO - ALL OUTLETS COMBINED

TODAY YR AGO CHG

New England Total Private Label 17.1% 17.1% 0.0

Total Brands 82.9% 82.9% 0.0

East North Central Total Private Label 18.0% 17.7% 0.2

Total Brands 82.0% 82.3% -0.2

East South Central Total Private Label 19.3% 19.0% 0.3

Total Brands 80.7% 81.0% -0.3

West North Central Total Private Label 17.5% 17.2% 0.3

Total Brands 82.5% 82.8% -0.3

West South Central Total Private Label 17.4% 17.2% 0.2

Total Brands 82.6% 82.8% -0.2

Middle Atlantic Total Private Label 16.3% 15.8% 0.5

Total Brands 83.7% 84.2% -0.5

South Atlantic Total Private Label 18.0% 17.8% 0.2

Total Brands 82.0% 82.2% -0.2

Mountain Total Private Label 19.3% 19.2% 0.2

Total Brands 80.7% 80.8% -0.2

Pacific Total Private Label 16.9% 17.0% -0.1

Total Brands 83.1% 83.0% 0.1



CHART 7

UNIT MARKET SHARE: TODAY VS A YEAR AGO - ALL OUTLETS COMBINED

TODAY YR AGO CHG

New England Total Private Label 20.5% 20.8% -0.3

Total Brands 79.5% 79.2% 0.3

East North Central Total Private Label 21.5% 21.7% -0.2

Total Brands 78.5% 78.3% 0.2

East South Central Total Private Label 22.6% 22.5% 0.1

Total Brands 77.4% 77.5% -0.1

West North Central Total Private Label 21.2% 21.3% -0.1

Total Brands 78.8% 78.7% 0.1

West South Central Total Private Label 21.6% 21.6% 0.0

Total Brands 78.4% 78.4% 0.0

Middle Atlantic Total Private Label 19.2% 19.1% 0.2

Total Brands 80.8% 80.9% -0.2

South Atlantic Total Private Label 21.2% 21.4% -0.1

Total Brands 78.8% 78.6% 0.1

Mountain Total Private Label 22.7% 23.0% -0.4

Total Brands 77.3% 77.0% 0.4

Pacific Total Private Label 19.4% 20.0% -0.6

Total Brands 80.6% 80.0% 0.6



Published by : Private Label Manufacturers Association 630 Third Avenue, New York, NY 10017 Telephone: (212) 972-3131 Fax: (212) 983-1382 www.plma.com

PLMA’s 2015 Private Label Yearbook © Copyright 2015 PLMA Editor Dane Twining Executive Summary Joe Azzinaro Production Director Alisa R. Svider Research Director Tom Prendergast

executive summary store brands gains widen vs...

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