A Statistical Guide to Today’s Store Brands -...

Source: Nielsen/PLMA © Copyright 2016 PLMA

EXECUTIVE SUMMARY

Growth continues for U.S. store brands as sales

set new records across major retail channels Store brand sales in the U.S. reached $118.4 billion in 2015, an all-time record. That was an

increase of $2.2 billion over the previous year. In just the past two years, annual sales of store

brands have increased +5%, or $5.4 billion, in the combined channels. Store brand dollar

share came in at 17.7%, also the highest mark ever.

Across all the major retail outlets – which combines annual sales for more than 700 product

categories and subcategories in U.S. supermarkets, drug chains, mass merchandisers, the club

channel, dollar store channel and military exchanges – store brands sales grew by +2%, a

performance that equaled that of the national brands, which also rose +2%.

Data for PLMA’s 2016 Private Label Yearbook were compiled by Nielsen for the 52 weeks ending December 26, 2015. Numbers and percentages have been rounded off by Nielsen where necessary and totals may exceed 100% in some instances.


EXECUTIVE SUMMARY

Including all brands, the combined

channels accounted for two-thirds of a

billion dollars in food and non-food

grocery items sold in 2015. Sales across

the board increased by $12.8 billion, or

+2%.

Looking at unit sales, both store brands

and national brands were off fractionally

in the combined channels, less than a half

percentage point each. Unit sales of store

brands were almost 44 billion, nominally

even with last year. As a result, store

brand unit share held at 21.1% across all

outlets combined.

19.2%

16.7% 17.7%

22.9%

17.2%

21.1%

Supermarkets Drug Chains All Outlets

Store Brands Market Share

Dollar Share Unit Share

In individual channels, the results for 2015 were mixed. In supermarkets, total sales of store

brands were $62.5 billion, roughly on par with the prior year. (Over a two-year period, store brand

sales are up in the vast channel by 2%, or $1.1 billion). National brand sales rose 2.4%. Both store

Unit market share for store brands was 22.9% in U.S. supermarkets, while

dollar share was measured at 19.2%. In drug chains unit share was 17.2% as

dollar share increased to 16.5%. Unit share for all outlets grew to 21.1%

combined and dollar share was 17.7%.

Source: PLMA/Nielsen


EXECUTIVE SUMMARY

brands and national brand were off

in unit sales. With unit share at

22.9%, nearly one of every four

items sold in the country’s

supermarkets last year was a store

brand.

As for drug chains, store brand

dollar sales rose nearly a

percentage point to $8.4 billion,

while national brands fell about a

point. In unit sales, both sectors

gave ground.

$61.4 $62.6 $62.5

$8.3 $8.4 $8.4

$43.2 $45.2

$47.5

2013 2014 2015

Supermarkets Drug Chains Mass, Club & Dollar

Store Brands Dollar Volume in Billions

Annual Total : All Channels Combined

$113.0 $116.2 $118.4

Source: PLMA/Nielsen


EXECUTIVE SUMMARY

Store brands spell savings for shoppers

Store brands continue to represent outstanding value to the American shopper. Consumers could

save an estimated $44 billion a year by buying store brand products over national brands, said a

study by the National Bureau of Economic Research that looked into shoppers’ behavior toward the

products. “So why are some still choosing the national brand over the store brand?,” asked the

report. “Because ads are more likely to mislead the least informed buyers. The best informed

shoppers were more likely to buy the store brand over the brand name options.”

“Consumers still look for ways to save money,” added a report from McKinsey. “While the number

cutting back has stabilized, they are still pinching pennies. Throughout the recession they saved

money by switching to store brands. That trend continues. Consumers are not returning to higher-

priced options. Three-quarters say they do not intend to go back to purchasing more expensive

brands. One-third no longer prefer the more expensive brand, having realized that the store brand

offers better value than expected and is of higher-than-expected quality.”


EXECUTIVE SUMMARY

Ongoing market basket research by PLMA consistently reveals that shoppers can save about one-

third on basic grocery and household items in a typical supermarket by opting for store brands over

national brands.

As most shoppers have come to understand, the difference in price is largely due to the so-called

marketing tax, that is, advertising and promotional costs incurred by national brand manufacturers

that are passed on to consumers in the form of higher prices. It is estimated that big CPG companies

spend about 25 cents of every dollar to build brand equity. Digital advertising is especially growing.

The consumer products industry will increase digital ad spending by a compound annual rate of

14% up to 2019, reported eMarketer.

The 2016 PLMA Yearbook utilizes data provided by The Nielsen Company for the 52 weeks ending

December 26, 2015. The annual compilation has become the benchmarking standard for retailers and

suppliers. In it, Nielsen sales and market share statistics are reported for more than 700 food and

nonfood product categories.

Figures for all outlets come from total U.S. supermarkets with annual sales over $2 million, drug

chains with annual sales over $1 million, mass merchandisers, club and dollar stores channels, and

military exchanges.


EXECUTIVE SUMMARY

Looking beyond these traditional outlets and the data available from Nielsen, a more

comprehensive figure for annual store brand sales in food and non-food consumables would

include an estimated $20 billion or more in revenues from chains that range from no-frills

discounters like Aldi and Save-a-Lot, to specialty chains such as Whole Foods and Trader Joe’s, as

well as convenience store. If counted, these outlets would produce a grand total approaching $140

billion in total sales.

Even that total does not take into consideration store brand products sold by chains specializing in

office supplies; hardware, tools and do-it-yourself; home improvement, home decor and domestic

goods; consumer electronics, baby care, pet care, toys, personal care and sporting goods. These are

just a few of the non-grocery retail channels that are marketing a growing variety of store brand

items.


EXECUTIVE SUMMARY

Focus on Supermarkets

Looking at the eleven individual departments across the supermarket, store brand dollar share was

down in eight of the sectors, ahead in two and even in one. Fresh meats was the best performer;

store brand share was up nearly a point to 44.9%. General merchandise was the other dollar share

gainer for store brands. In the huge dry grocery department, the biggest in the channel by far, store

brands were off but only by three-tenths of a point.

In terms of unit share, store brands were down in nine of the eleven departments and up in two:

frozen food and general merchandise.

The top ten categories when it came to gains in dollar volume were: Fresheners & Deodorizers;

Fresh Eggs; Insecticides & Repellants; Candles, Incense & Accessories; Housewares & Appliances;

Buckets, Bins & Bath Accessories; Fresh Meats, Coffee, Grooming Aids and Bottled Water. Of

interest, in four of these winning categories store brands have single digit dollar shares, but in three

the share is well above the average penetration in the channel: Fresh Eggs (64.8%), Fresh Meats

(44.9%) and Bottled Water (27%).


EXECUTIVE SUMMARY

The top ten categories in gains in store brand unit volume were Buckets, Bins & Bath Accessories;

Baby Food; Fresheners & Deodorizers; Feminine Hygiene; Candles, Incense & Accessories; Laundry

Supplies; Bottled Water, Cookware, Coffee and Baby Needs. Bottled Water leads the list in overall

store brand unit share at 31.1% followed by Laundry Supplies, at 24.4%.

In overall store brand dollar sales, the top five categories in the channel were all in fresh and most

have extremely high store brand shares: Milk ($6.1 billion in sales last year; 56% store brand dollar

share), Cheese ($4.6 billion; 39%), Bread & Baked Goods ($4.2 billion; 28.8%), Fresh Produce ($4

billion; 21.6%) and Fresh Eggs ($3 billion; 64.8%).

In overall store brand unit sales, five of the top six were also in fresh and generally sported high

store brand share: Milk (58.8% store brand unit share), Bread & Baked Goods (35%), Cheese (44.7%),

Fresh Produce (21.1%) and Fresh Eggs (69.7%). These results are noteworthy as many industry

analysts see fresh sections in the supermarket channel growing faster than other parts of the store

over the next few years.


EXECUTIVE SUMMARY

Focus on Drug Chains

Across the eleven departments in the drug store channel, store brands gained in dollar share in five

and declined in six. In the largest single department, health and beauty aids, which at $26.3 billion

accounts for more than half of all channel sales, store brands share rose two-tenths of point to 21.4%.

Share gains were also recorded in fresh produce (up 4.8 points), packaged meat (up 1.8), non-foods

grocery (up 0.9) and dairy (up 0.6). In total non-food, comprising three quarters of all channel sales,

store brand share was up 0.6 points to 19.4%.

As for changes in store brand unit share, four of the departments were up and seven were down.

Again, the vast HBA department, which was up four tenths of a point to 24.1%, buoyed the channel-

wide performance for private label.

The top ten categories in store brand dollar gains included six that already enjoy robust share:

Watches & Timepieces (67.5% share); Light Bulbs & Telephone Accessories (31.7%); Fresh Produce

(26.8%), Grooming Aids (22.9%), Ice, Butter & Margarine (39.6%); Computer & Electronics Products;


EXECUTIVE SUMMARY

Packaged Meats, Buckets, Bins & Bath Accessories (48.3%) and Seasonal General Merchandise.

The top ten in unit gains were: Coffee, Fresh Produce, Prepared Foods (Dry Mixes), Packaged Meats,

Ice, Cottage Cheese, Sour Cream & Toppings; Butter & Margarine; Buckets, Bins & Bath Accessories;

Grooming Aids and Frozen Vegetables. Private label has double-digit unit shares in seven of these

sections.

Store brands around the country

Nielsen tracks store brand dollar and unit shares in nine U.S. geographical divisions, or regions. The

most important factors driving the penetration of store brands in each of the regions are the degree

to which retailers develop and maintain their private label programs there and consequent

consumer familiarity and satisfaction with their products.

As a result, there are some interesting differences in store brand shares among the regions. In the

combined channels, the highest penetration in dollar share is in the East South Central and

17.3%

17.8%

16.5%

20.5%

22.1%

19.0%

18.1%

18.0%

16.5%

21.3%

21.5%

22.6%

16.4%

19.4%

17.8%

19.1%

22.7%

20.5%

EXECUTIVE SUMMARY

● Pacific

● West South Central

● New England

● Mountain

● East North Central

● South Atlantic

● West North Central

● East South Central

● Middle Atlantic

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and Mountain divisions, both at

19.4%. The lowest is the middle

Atlantic at 16.4%. In 2015, four of

the regions gained in dollar share,

two stayed even and three dipped.

The best performers for the year

were the West North Central and

the West South Central; both were

ahead by three tenths of a point.


EXECUTIVE SUMMARY

In units, the highest shares were also in the East South Central (22.7%) and Mountain divisions

(22.6%). Lowest was the Pacific at 19%. Last year, two regions gained in store brand unit share, two

were level and five declined. The best gain was recorded in the West South Central, up four tenths

of a point.

In supermarkets, the highest penetration in dollar share was in the East South Central (22.8%) and

Mountain (22.3%) divisions. The lowest was in the Middle Atlantic (17.1%). For the year, seven of

the nine areas declined in dollar share. But both the West North Central and the West South Central

tacked on three tenths of a point.

In supermarket unit share, it was much the same. The East South Central led the nine sectors with a

26.6% store brand unit share, followed closely by the West South Central (25.7%) and Mountain

regions (25.3%). Trailing the group was the Middle Atlantic at 19.8%. Seven of the nine regions were

off last year. The West South Central grew by five tenths of a point while the West North Central

was up by three tenths.


EXECUTIVE SUMMARY

And in drug chains, the leading regions in store brand dollar share were New England (18.1%) and

the West North Central (17.6%). The lowest was the Pacific at 15.8%. It was a strong year for store

brands in drug chains throughout the country: seven of the sectors saw increases in dollar share, one

was even and one declined. The biggest gainer was the South Atlantic, up five tenths of a point,

while the Mountain, the one sector that fell, gave up only one-tenth.

In store brand unit share in the drug channel, the reverse occurred: seven regions were off, one was

even and one was up. In share penetration, the West North Central (19%) and New England (18%)

divisions again were in front. Trailing the pack was the East South Central at 16%.

CHART 1

PRIVATE LABEL DOLLAR VOLUME TODAY VS YEAR AGO

TODAY YEAR AGO % CHG

Total Channel $325.0 Billion $319.0 Billion 1.9%

Total Private Label $62.5 Billion $62.6 Billion -0.1%

Total Brands $262.5 Billion $256.4 Billion 2.4%

CHART 2

PRIVATE LABEL UNIT VOLUME TODAY VS YEAR AGO


Total Channel 114.0 Billion 114.6 Billion -0.5%

Total Private Label 26.1 Billion 26.6 Billion -1.9%

Total Brands 88.0 Billion 88.0 Billion -0.1%

CHART 3

PRIVATE LABEL DOLLAR MARKET SHARE TODAY VS YEAR AGO


Total Channel 100% 100% ―

Total Private Label 19.2% 19.6% -0.4

Total Brands 80.8% 80.4% 0.4

CHART 4

PRIVATE LABEL UNIT MARKET SHARE TODAY VS YEAR AGO



Total Private Label 22.9% 23.2% -0.3

Total Brands 77.1% 76.8% 0.3


PHOTO

TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS

CHART 5

MARKET SHARE TREND IN DOLLARS AND UNITS

DOLLARS UNITS

2013 19.5% 23.5%

2014 19.6% 23.2%

2015 19.2% 22.9%

CHART 6

DOLLAR VOLUME SALES TREND

TOTAL CHANNEL PRIVATE LABEL

2013 $314.8 Billion $61.4 Billion



CHART 7

UNIT VOLUME SALES TREND


2013 115.4 Billion 27.1 Billion






CHART 8

TOP 20 PRIVATE LABEL CATEGORIES BY DOLLAR VOLUME

PRIVATE LABEL CATEGORY PRIVATE LABEL

DOLLAR VOLUME DOLLAR VOLUME DOLLAR SHARE

1 Milk $6.1 Billion $10.9 Billion 56.0%

2 Cheese $4.6 Billion $11.7 Billion 39.0%

3 Bread & Baked Goods $4.2 Billion $14.6 Billion 28.8%

4 Fresh Produce $4.0 Billion $18.7 Billion 21.6%

5 Fresh Eggs $3.0 Billion $4.6 Billion 64.8%

6 Deli Dressings, Salad & Prepared Foods $2.2 Billion $6.6 Billion 33.6%

7 Paper Products $2.1 Billion $7.8 Billion 27.3%

8 Packaged Meats $2.0 Billion $12.3 Billion 16.6%

9 Fresh Meats $1.5 Billion $3.4 Billion 44.9%

10 Bottled Water $1.5 Billion $5.5 Billion 27.0%

11 Frozen Meats & Seafood (Unprepared) $1.4 Billion $3.3 Billion 41.5%

12 Frozen Vegetables $1.3 Billion $3.6 Billion 36.3%

13 Canned Vegetables $1.2 Billion $3.5 Billion 34.6%

14 Snacks $1.1 Billion $13.2 Billion 8.2%

15 Ice Cream $1.0 Billion $4.1 Billion 25.6%

16 Condiments, Gravies & Sauces $941.4 Million $6.2 Billion 15.1%

17 Frozen Prepared Foods $934.0 Million $8.1 Billion 11.5%

18 Cottage Cheese, Sour Cream & Toppings $895.2 Million $2.4 Billion 37.0%

19 Butter & Margarine $868.1 Million $2.8 Billion 31.2%

20 Nuts $859.7 Million $2.6 Billion 33.4%



CHART 9

TOP 20 PRIVATE LABEL CATEGORIES BY UNIT VOLUME


UNIT VOLUME UNIT VOLUME UNIT SHARE

1 Milk 2.2 Billion 3.8 Billion 59.8%

2 Bread & Baked Goods 2.0 Billion 5.8 Billion 35.0%

3 Cheese 1.6 Billion 3.6 Billion 44.7%

4 Canned Vegetables 1.6 Billion 3.4 Billion 46.9%

5 Fresh Produce 1.5 Billion 7.1 Billion 21.1%

6 Fresh Eggs 1.0 Billion 1.5 Billion 69.7%

7 Bottled Water 885.9 Million 2.9 Billion 31.1%

8 Paper Products 883.8 Million 2.2 Billion 40.2%

9 Frozen Vegetables 763.8 Million 1.7 Billion 44.0%

10 Condiments, Gravies & Sauces 648.4 Million 3.1 Billion 21.1%

11 Packaged Meats 608.6 Million 3.6 Billion 17.0%

12 Carbonated Beverages 577.4 Million 5.3 Billion 11.0%

13 Yogurt 526.5 Million 3.9 Billion 13.6%

14 Snacks 520.0 Million 5.3 Billion 9.9%

15 Deli Dressings, Salads & Prepared Foods 470.5 Million 1.9 Billion 25.3%

16 Cottage Cheese, Sour Cream & Toppings 422.0 Million 1.0 Billion 42.1%

17 Soup 391.1 Million 2.7 Billion 14.5%

18 Ice Cream 329.7 Million 1.1 Billion 29.3%

19 Cereal 326.7 Million 2.0 Billion 16.5%

20 Prepared Foods (Dry Mixes) 325.8 Million 2.2 Billion 15.0%



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 112.8% $23.1 Million 3.9%

2 Fresh Eggs 21.9% $3.0 Billion 64.8%

3 Insecticides & Repellants 19.5% $3.2 Million 1.3%

4 Candles, Incense & Accessories 16.9% $12.5 Million 3.6%

5 Housewares & Appliances 12.6% $14.0 Million 2.9%

6 Buckets, Bins & Bath Accessories 11.6% $21.7 Million 14.4%

7 Fresh Meats 8.9% $1.5 Billion 44.9%

8 Coffee 8.5% $611.3 Million 11.3%

9 Grooming Aids 7.2% $42.5 Million 16.4%

10 Bottled Water 6.8% $1.5 Billion 27.0%

CHART 11

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

UNITS % GAIN UNIT VOLUME UNIT SHARE

1 Buckets, Bins & Bath Accessories 15.9% 4.6 Million 16.1%

2 Baby Food 15.0% 27.6 Million 3.9%

3 Fresheners & Deodorizers 13.1% 4.5 Million 2.1%

4 Feminine Hygiene 12.3% 3.0 Million 16.0%

5 Candles, Incense & Accessories 10.4% 3.8 Million 2.7%

6 Laundry Supplies 6.2% 81.1 Million 24.4%

7 Bottled Water 5.6% 885.9 Million 31.1%

8 Cookware 5.4% 9.6 Million 6.8%

9 Coffee 4.3% 111.5 Million 12.3%

10 Baby Needs 3.7% 6.3 Million 15.7%



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 $139.9 Billion 15.9% -0.3 61.6 Billion 19.7% -0.4

Frozen Food $30.5 Billion 22.1% 0.0 9.3 Billion 23.7% 0.3

Dairy $44.8 Billion 37.6% -1.1 17.2 Billion 38.1% -0.6

Deli $6.6 Billion 33.6% -0.8 1.9 Billion 25.3% -0.7

Packaged Meat $12.3 Billion 16.6% -0.2 3.6 Billion 17.0% -0.2

Fresh Meat $3.4 Billion 44.9% 0.8 589.5 Million 40.0% -0.1

Fresh Produce $18.7 Billion 21.6% -0.4 7.1 Billion 21.1% -0.1

Alcoholic Beverages $22.5 Billion 0.5% -0.1 2.3 Billion 0.7% -0.1

Total Food $278.7 Billion 20.0% -0.4 103.6 Billion 22.9% -0.4

Non-Foods Grocery $25.5 Billion 16.2% -0.1 6.0 Billion 25.9% -0.2

General Merchandise $5.5 Billion 11.1% 0.1 1.4 Billion 17.4% 0.2

Health and Beauty Aids $15.3 Billion 13.3% -0.2 3.0 Billion 17.0% -0.1

Total Non-Food $46.3 Billion 14.7% -0.1 10.4 Billion 22.2% -0.1

All Departments $325.0 Billion 19.2% -0.4 114.0 Billion 22.9% -0.3



CHART 1



Total Channel $50.5 Billion $50.8 Billion -0.5%

Total Private Label $8.4 Billion $8.4 Billion 0.9%

Total Brands $42.1 Billion $42.4 Billion -0.8%

CHART 2






CHART 3




Total Private Label 16.7% 16.5% 0.2%

Total Brands 83.3% 83.5% -0.2%

CHART 4




Total Private Label 17.2% 17.4% -0.2%

Total Brands 82.8% 82.6% 0.2%


TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS

CHART 5


DOLLARS UNITS

2013 16.4% 17.4%

2014 16.5% 17.4%

2015 16.7% 17.2%

CHART 6






CHART 7






Data for PLMA’s 2016Private Label Yearbook were compiled by Nielsen for the 52 weeks ending December 26, 2015. Numbers and percentages have been rounded off by Nielsen where necessary and totals may exceed 100% in some instances.



CHART 8




1 Medications & Remedies $2.0 Billion $5.8 Billion 33.7%

2 Cough & Cold Remedies $1.0 Billion $3.5 Billion 29.0%

3 Vitamins $686.4 Million $3.1 Billion 21.8%

4 First Aid $616.5 Million $1.3 Billion 46.4%

5 Pain Remedies $503.5 Million $1.3 Billion 37.9%

6 Paper Products $332.7 Million $1.2 Billion 28.5%

7 Nuts $240.4 Million $438.3 Million 54.9%

8 Bottled Water $230.5 Million $697.7 Million 33.0%

9 Skin Care Preparations $199.5 Million $1.9 Billion 10.6%

10 Office/School Supplies $196.5 Million $755.5 Million 26.0%

11 Oral Hygiene $170.4 Million $1.5 Billion 11.2%

12 Candy $164.8 Million $2.8 Billion 5.8%

13 Grooming Aids $158.1 Million $691.3 Million 22.9%

14 Snacks $139.7 Million $1.0 Billion 13.9%

15 Batteries, Flashlights & Chargers $126.0 Million $560.1 Million 22.5%

16 Sanitary Protection $112.1 Million $629.6 Million 17.8%

17 Pet Care $78.3 Million $176.2 Million 44.4%

18 Wrapping Materials & Bags $75.8 Million $158.1 Million 48.0%

19 Personal Soap & Bath Needs $75.3 Million $673.1 Million 11.2%

20 Cosmetics $75.2 Million $2.4 Billion 3.2%



CHART 9




1 Medications & Remedies 216.0 Million 618.4 Million 34.9%

2 Paper Products 143.5 Million 343.9 Million 41.7%

3 Bottled Water 141.2 Million 372.2 Million 37.9%

4 Cough & Cold Remedies 129.9 Million 384.5 Million 33.8%

5 First Aid 128.0 Million 221.1 Milion 57.9%

6 Candy 102.1 Million 1.5 Billion 6.6%

7 Office/School Supplies 92.2 Million 254.1 Million 36.3%

8 Vitamins 88.7 Million 312.1 Million 28.4%

9 Pain Remedies 76.9 Million 180.9 Million 42.5%

10 Nuts 68.7 Million 129.0 Million 53.2%

11 Snacks 60.1 Million 471.2 Million 12.8%

12 Grooming Aids 44.8 Million 150.9 Million 29.7%

13 Oral Hygiene 44.5 Million 302.6 Million 14.7%

14 Skin Care Preparations 32.9 Million 210.0 Million 15.7%

15 Sanitary Protection 28.5 Million 112.1 Million 25.4%

16 Cookies & Ice Cream Cones 26.5 Million 126.1 Million 21.0%

17 Wrapping Materials Bags 25.0 Million 41.4 Million 60.4%

18 Cosmetics 23.2 Million 390.2 Million 6.0%

19 Personal Soap & Bath Needs 22.9 Million 161.9 Million 14.2%

20 Batteries, Flashlights & Chargers 20.9 Million 75.8 Million 27.6%



CHART 10



1 Watches & Timepieces 62.7% $2.6 Million 67.5%

2 Light Bulbs & Telephone Accesories 36.2% $52.4 Million 31.7%

3 Fresh Produce 33.7% $6.8 Million 26.8%


5 Ice 26.2% $4.4 Million 8.5%

6 Butter & Margarine 24.6% $5.5 Million 39.6%

7 Computer & Electronics Products 23.9% $7.2 Million 5.8%

8 Packaged Meats 23.7% $5.0 Million 8.7%


10 Seasonal General Merchandise 19.8% $2.3 Million 15.1%

CHART 11



1 Coffee 59.8% 4.5 Million 5.3%

2 Fresh Produce 37.0% 3.1 Million 25.0%

3 Prepared Foods (Dry Mixes) 28.4% 2.0 Million 11.3%

4 Packaged Meats 25.0% 1.6 Million 8.7%

5 Ice 22.3% 1.6 Million 7.4%

6 Cottage Cheese, Sour Cream & Toppings 21.0% 1.6 Million 27.3%

7 Butter & Margarine 21.0% 1.9 Million 40.3%


9 Grooming Aids 16.5% 44.8 Million 29.7%

10 Frozen Vegetables 16.3% 1.4 Million 57.0%



CHART 12




Dry Grocery $9.5 Billion 11.0% -0.8 505.4 Million 10.9% -0.8

Frozen Food $552.0 Million 17.5% -2.1 31.8 Million 19.9% -1.8

Dairy $742.6 Million 14.1% 0.6 55.1 Million 19.1% -0.8

Deli $100.4 Million 33.2% -2.0 10.2 Million 30.6% -2.4

Packaged Meat $57.6 Million 8.7% 1.8 1.6 Million 8.7% 2.1

Fresh Meat $12.4 Million 3.8% -2.0 53.3 Thousand 1.7% -0.6

Fresh Produce $25.5 Million 26.8% 4.8 3.1 Million 25.0% 4.5

Alcoholic Beverages $2.9 Billion 1.1% -0.1 5.0 Million 1.6% -0.1

Total Food $14.0 Billion 9.5% -0.6 612.3 Million 7.0% -5.0

Non-Foods Grocery $7.6 Billion 10.9% 0.9 242.3 Million 17.9% 0.8

General Merchandise $2.9 Billion 20.8% -0.3 165.8 Million 31.0% -0.4

Health and Beauty Aids $26.3 Billion 21.4% 0.2 859.3 Million 24.1% 0.4

Total Non-Food $36.6 Billion 19.4% 0.6 1.3 Billion 23.2% 0.6

All Departments $50.5 Billion 16.7% 0.2% 10.9 Billion 17.2% -0.2



CHART 1



Total Channel $667.7 Billion $654.9 Billion 2.0%

Total Private Label $118.4 Billion $116.2 Billion 2.0%


CHART 2






CHART 3




Total Private Label 17.7% 17.7% 0.0

Total Brands 82.3% 82.3% 0.0

CHART 4




Total Private Label 21.1% 21.1% 0.0

Total Brands 78.9% 78.9% 0.0


TOP LINE REPORTS – ALL OUTLETS COMBINED

CHART 5


DOLLARS UNITS

2013 17.5% 21.2%

2014 17.7% 21.1%

2015 17.7% 21.1%

CHART 6






CHART 7









CHART 8




1 Milk $8.9 Billion $16.3 Billion 54.8%

2 Paper Products $6.8 Billion $22.0 Billion 30.9%

3 Bread & Baked Goods $6.7 Billion $22.2 Billion 30.2%

4 Cheese $6.5 Billion $17.3 Billion 37.4%

5 Fresh Produce $5.1 Billion $26.8 Billion 19.1%

6 Medications & Remedies $4.5 Billion $14.7 Billion 30.7%

7 Fresh Eggs $3.2 Billion $6.9 Billion 47.2%

8 Deli Dressing, Salads & Prepared Food $3.2 Billion $10.6 Billion 30.1%

9 Bottled Water $2.9 Billion $10.2 Billion 28.3%

10 Packaged Meat $2.8 Billion $18.9 Billion 14.8%

11 Frozen Meats & Seafood (Unprepared) $2.4 Billion $5.9 Billion 40.8%

12 Wrapping Materials Bags $2.4 Billion $5.5 Billion 44.0%

13 Vitamins $2.2 Billion $7.9 Billion 28.5%

14 Cough & Cold Remedies $2.2 Billion $10.4 Billion 21.0%

15 Snacks $2.0 Billion $24.1 Billion 8.5%

16 Frozen Vegetables $1.8 Billion $5.2 Billion 35.5%

17 Fresh Meats $1.7 Billion $6.6 Billion 26.3%

18 Nuts $1.7 Billion $5.3 Billion 31.8%

19 Pet Food $1.7 Billion $14.3 Billion 11.8%

20 Canned Vegetables $1.7 Billion $5.1 Billion 32.7%



CHART 9




1 Milk 3.2 Billion 5.6 Billion 58.1%

2 Bread & Baked Goods 3.2 Billion 8.9 Billion 35.5%

3 Paper Products 2.2 Billion 5.3 Billion 42.3%

4 Canned Vegetables 2.2 Billion 4.9 Billion 44.8%

5 Cheese 2.1 Billion 5.1 Billion 41.7%

6 Fresh Produce 1.9 Billion 9.8 Billion 19.4%

7 Bottled Water 1.7 Billion 5.0 Billion 34.4%

8 Fresh Eggs 1.1 Billion 2.1 Billion 52.4%

9 Frozen Vegetables 1.0 Billion 2.4 Billion 42.6%

10 Condiments, Gravies& Sauces 913.2 Million 4.5 Billion 20.2%

11 Snacks 859.2 Million 9.4 Billion 9.2%

12 Carbonated Beverages 845.4 Million 9.5 Billion 8.9%

13 Packaged Meats 765.3 Million 5.3 Billion 14.4%

14 Wrapping Materials & Bags 710.5 Million 1.3 Billion 53.6%

15 Deli Dressings, Salads & Prepared Foods 696.5 Million 3.0 Billion 23.0%

16 Medications & Remedies 646.8 Million 2.0 Billion 31.6%

17 Yogurt 611.5 Million 5.1 Billion 12.0%

18 Soup 536.3 Million 4.3 Billion 12.6%

19 Cottage Cheese, Sour Cream & Toppings 534.4 Million 1.4 Billion 39.3%

20 Cookies & Ice Cream Cones 500.3 Million 2.9 Billion 17.4%



CHART 10



1 Watches & Timepieces 184.8% $19.2 Million 8.7%

2 Canning & Freezing Supplies 60.1% $5.4 Million 2.1%


4 Light Bulbs & Telephone Accessories 31.6% $532.2 Million 15.3%

5 Computer & Electronics Products 26.4% $7.5 Million 0.1%

6 Baby Needs 23.3% $253.1 Million 11.1%

7 Fresh Eggs 23.2% $3.2 Billion 47.2%


9 Fresh Meat 16.6% $1.7 Billion 26.3%

10 Insecticides & Repellants 14.8% $27.7 Million 2.3%

CHART 11



1 Watches & Timepieces 218.6% 2.6 Million 17.5%


3 Canning & Freezing Supplies 34.6% 1.5 Million 3.1%

4 Insecticides & Repellants 26.4% 7.7 Million 3.1%

5 Light Bulbs & Telephone Accessories 21.9% 89.0 Million 25.3%

6 Grooming Aids 11.9% 171.1 Million 23.1%

7 Fresh Meat 11.4% 267.8 Million 25.2%

8 Women's Fragrances 8.3% 9.9 Million 9.5%

9 Bottled Water 8.1% 1.7 Billion 34.4%

10 Coffee 7.9% 173.5 Million 10.9%



CHART 12




Dry Grocery $250.1 Billion 14.9% -0.2 106.4 Billion 18.2% -0.3

Frozen Food $48.8 Billion 21.0% 0.5 14.1 Billion 21.8% 0.5

Dairy $65.6 Billion 35.2% -1.2 24.2 Billion 35.4% -0.5

Deli $10.6 Billion 30.1% -0.1 3.0 Billion 23.0% -0.2

Packaged Meat $18.9 Billion 14.8% 0.0 5.3 Billion 14.4% 0.0

Fresh Meat $6.6 Billion 26.3% 2.9 1.1 Billion 25.2% 2.5

Fresh Produce $26.8 Billion 19.1% 0.2 9.8 Billion 19.4% 0.3

Alcoholic Beverages $31.8 Billion 0.6% -0.1 3.3 Billion 0.8% -0.1

Total Food $459.1 Billion 14.7% -0.1 167.2 Billion 20.7% -0.2

Non-Foods Grocery $78.5 Billion 18.1% 0.4 17.0 Billion 25.1% 0.2

General Merchandise $44.8 Billion 13.0% 1.3 7.7 Billion 22.1% 1.5

Health and Beauty Aids $85.3 Billion 17.2% 0.1 14.9 Billion 19.9% 0.2

Total Non-Food $208.6 Billion 18.1% 0.4 39.6 Billion 22.6% 0.4

All Departments $667.7 Billion 17.7% 0.0 206.8 Billion 21.1% 0.0



CHART 1

PRIVATE LABEL MARKET SHARE | SUPERMARKETS

DOLLAR SHARE UNIT SHARE

TODAY YR AGO CHG TODAY YR AGO CHG

New England 18.3% 18.5% -0.2% 21.6% 21.9% -0.3%

East North Central 19.4% 19.9% -0.5% 23.4% 23.7% -0.3%

East South Central 22.8% 23.2% -0.4% 26.6% 26.8% -0.2%

West North Central 18.9% 18.7% 0.3% 23.5% 23.2% 0.3%

West South Central 20.0% 19.7% 0.3% 25.7% 25.2% 0.5%

Middle Atlantic 17.1% 17.4% -0.3% 19.8% 20.2% -0.5%

South Atlantic 19.8% 20.2% -0.4% 23.3% 23.7% -0.4%

Mountain 22.3% 22.9% -0.7% 25.3% 26.1% -0.8%

Pacific 17.7% 18.7% -1.0% 20.1% 21.0% -0.8%



TOP LINE REPORTS – REGIONAL DIVISION PROFILES

CHART 2

PRIVATE LABEL MARKET SHARE | DRUG CHAINS



New England 18.1% 17.7% 0.4% 18.0% 18.1% -0.1%

East North Central 16.9% 16.8% 0.1% 16.7% 17.2% -0.5%

East South Central 17.2% 17.1% 0.1% 16.0% 16.4% -0.4%

West North Central 17.6% 17.6% 0.0% 19.0% 19.2% -0.2%

West South Central 16.7% 16.6% 0.2% 17.0% 17.3% -0.4%

Middle Atlantic 15.7% 15.4% 0.3% 16.7% 16.6% 0.0%

South Atlantic 17.3% 16.8% 0.5% 17.5% 17.4% 0.1%

Mountain 16.8% 16.9% -0.1% 17.4% 18.0% -0.6%

Pacific 15.8% 15.6% 0.2% 17.1% 17.2% -0.1%



CHART 3

PRIVATE LABEL MARKET SHARE | ALL OUTLETS COMBINED



New England 17.3% 17.1% 0.2% 20.5% 20.5% 17.3%

East North Central 18.0% 18.1% -0.1% 21.5% 21.6% 18.0%

East South Central 19.4% 19.3% 0.0% 22.7% 22.7% 19.4%

West North Central 17.8% 17.5% 0.3% 21.5% 21.3% 17.8%

West South Central 17.8% 17.5% 0.3% 22.1% 21.7% 17.8%

Middle Atlantic 16.4% 16.3% 0.1% 19.1% 19.3% 16.4%

South Atlantic 18.1% 18.1% 0.0% 21.3% 21.3% 18.1%

Mountain 19.4% 19.4% -0.1% 22.6% 22.8% 19.4%

Pacific 16.5% 17.0% -0.5% 19.0% 19.5% 16.5%

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 $5.8 Billion $5.7 Billion 2.1%


East North Central Total Private Label $17.7 Billion $17.7 Billion 0.4%


East South Central Total Private Label $8.4 Billion $8.2 Billion 2.0%


West North Central Total Private Label $8.6 Billion $8.3 Billion 3.4%


West South Central Total Private Label $14.9 Billion $14.3 Billion 3.7%


Middle Atlantic Total Private Label $12.7 Billion $12.4 Billion 2.1%


South Atlantic Total Private Label $26.4 Billion $25.8 Billion 2.1%


Mountain Total Private Label $9.7 Billion $9.5 Billion 1.7%


Pacific Total Private Label $14.4 Billion $14.3 Billion 1.0%




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 -1.4%


East North Central Total Private Label 6.7 Billion 6.8 Billion -1.8%


East South Central Total Private Label 3.3 Billion 3.3 Billion 0.1%

Total Brands 11.3 Billion 11.3 Billion 0.0%

West North Central Total Private Label 3.2 Billion 3.2 Billion 1.0%


West South Central Total Private Label 5.9 Billion 5.8 Billion 1.6%


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


South Atlantic Total Private Label 9.6 Billion 9.6 Billion -0.1%


Mountain Total Private Label 3.5 Billion 3.5 Billion 0.0%


Pacific Total Private Label 4.8 Billion 4.9 Billion -1.5%




CHART 6

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

TODAY YR AGO CHG

New England Total Private Label 17.3% 17.1% 0.2%

Total Brands 82.7% 82.9% -0.2%

East North Central Total Private Label 18.0% 18.1% -0.1%

Total Brands 82.0% 81.9% 0.1%

East South Central Total Private Label 19.4% 19.3% 0.0%

Total Brands 80.6% 80.7% 0.0%

West North Central Total Private Label 17.8% 17.5% 0.3%

Total Brands 82.2% 82.5% -0.3%

West South Central Total Private Label 17.8% 17.5% 0.3%

Total Brands 82.2% 82.5% -0.3%

Middle Atlantic Total Private Label 16.4% 16.3% 0.1%

Total Brands 83.6% 83.7% -0.1%

South Atlantic Total Private Label 18.1% 18.1% 0.0%

Total Brands 81.9% 81.9% 0.0%

Mountain Total Private Label 19.4% 19.4% -0.1%

Total Brands 80.6% 80.6% 0.1%

Pacific Total Private Label 16.5% 17.0% -0.5%

Total Brands 83.5% 83.0% 0.5%



CHART 7

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

TODAY YR AGO CHG

New England Total Private Label 20.5% 20.5% -0.1%

Total Brands 79.5% 79.5% 0.1%

East North Central Total Private Label 21.5% 21.6% -0.1%

Total Brands 78.5% 78.4% 0.1%

East South Central Total Private Label 22.7% 22.7% 0.0%

Total Brands 77.3% 77.3% 0.0%

West North Central Total Private Label 21.5% 21.3% 0.3%

Total Brands 78.5% 78.7% -0.3%

West South Central Total Private Label 22.1% 21.7% 0.4%

Total Brands 77.9% 78.3% -0.4%

Middle Atlantic Total Private Label 19.1% 19.3% -0.1%

Total Brands 80.9% 80.7% 0.1%

South Atlantic Total Private Label 21.3% 21.3% 0.0%

Total Brands 78.7% 78.7% 0.0%

Mountain Total Private Label 22.6% 22.8% -0.2%

Total Brands 77.4% 77.2% 0.2%

Pacific Total Private Label 19.0% 19.5% -0.5%

Total Brands 81.0% 80.5% 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 2016 Private Label Yearbook © Copyright 2016 PLMA Editor Dane Twining Executive Summary Joe Azzinaro Production Director Alisa R. Svider Research Director Tom Prendergast

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