Upscale Private-Label Market

Published by: Packaged Facts

Published: Jul. 1, 1995 - 100 Pages

Table of Contents

1. Introduction
   
   Overview
   
   • Upscale Private Labels: A Recent U.S. Phenomenon
     
   • Generics Set the Stage
     
   • A Three-Tier Approach to Store Brands Emerges
     
   • What Is a Private Label?
     
   • The Rise of Private Labels in the 19th Century
     
   • Eclipse in the Early 20th Century
     
   • The A&P Story
     
   • Cooperatives and Brokers in Private-Label Evolution
     
   
   Emergence of Upscale Store Brands
   
   • Conditions Ripen in the 1980s
     
   • Brand Loyalty Runs Out of Steam
     
   • Desire to Differentiate Opens Door to Upscale
     
   • First Target: The Gourmet Market
     
   • A&P's Trial and Error Stage
     
   • Final Target: High-Volume Categories
     
   • Learning to Be Selective
     
2. The Market
   
   Market Size and Growth
   
   • Size of Upscale Store Brand Market Unknown
     
   • Total Retail Sales in Mass-Market Outlets
     
   • [Table] Total Retail Market: Mass-Market Outlets (1993)
     
   • Total Private-Label Sales in Mass Outlets
     
   • [Table] Total Private-Label Market: Mass-Market Outlets (1993)
     
   • Private-Label Market Share Gaining
     
   • [Table] Private-Label Market Share: In Mass-Market Outlets
     (1993 vs. 1992)
     
   • Perishables Are Top Private-Label Sellers
     
   • [Table] Top 20 Private-Label Supermarket Categories:
     By Dollar Volume
     
   
   Factors in Future Growth
   
   • Positive Factors: Can Offer Savings for Consumers
     
   • Extra Value Built In
     
   • Quality Matches or Exceeds Name Brands
     
   • Upscale Store Brands Give Consumers Freedom of Choice
     
   • The Waning of Secondary Name Brands
     
   • The Lure of Innovative Products
     
   • Packaging Is Contributing to Success
     
   • Higher Profits for Retailers
     
   • Upscale Store Brands Offer Potential for Export
     
   • Negative Factors: Intensified Competition from Name Brands
     
   • Name Brands Pumping up Advertising
     
   • Emphasizing Brand Equity
     
   • Name Brand Line Extensions and New/Improved Products
     
   • Support for Store Brands Not Always Forthcoming
     
   • Brands Can Compromise by Adding a Private Label
     
3. The Marketers
   
   The Marketers
   
   • Number of Upscale Program Operators
     
   • Food Store Retailers
     
   • Discount Chains
     
   • Wholesalers/Distributors
     
   • Cooperatives and Other Organizations
     
   • [Chart] Major Upscale Store Brand Programs
     
   
   Company Profiles
   
   • Loblaws' President's Choice
     
   • A&P's Master Choice
     
   • Safeway's Safeway Select
     
   • Vons' Vons Select
     
   • Pathmark's Pathmark Preferred
     
   • Supervalu's Preferred Selection
     
   • Western Family Foods' Excellence
     
   • Topco's World Classics
     
   • Shurfine's Award Winner Collection
     
   • Fleming's Marquee Premium
     
   • Venture's TasteWorks
     
   
   Focus: Dave Nichol
   
   • Guru of Upscale Store Brands
     
   • Leaves Loblaws, Joins Cott
     
   • A New Era Dawns for Cott Beverages
     
   • Nichol's Upscale Philosophy
     
   • A New Age for Private Labels
     
   • Nichol Sees Name Brands Getting Defensive
     
   • PepsiCo CEO Strongly Disagrees
     
   • Nichol's Positive Spin on Negative Numbers
     
   • The Power of Nondelisting Fees
     
   • Nichol's European Inspiration
     
   • Brushes Aside American Skeptics
     
   • Nichol's Future Vision: Samurai Stores
     
   
   Product Trends
   
   • Products Range from Traditional to Exotic
     
   • [Chart] Most Frequently Selected Product Categories:
     
   • Upscale Store Brands
     
   • Trends in Cola
     
   • Trends in Snacks
     
   • Trends in Pasta
     
   • Trends in Health Foods
     
   
   Packaging/Labeling Trends
   
   • Packaging Trends
     
   • Labeling Trends
     
   
   Issues in Marketing
   
   • Little Media Advertising
     
   • A&P's Syndicated TV Show
     
   • A&P's Master Choice Magazine
     
   • The President's Choice Marketing Arsenal
     
   • The Risk of Diluting Already Strong Private-Label Programs
     
   • Consumer-Based Criteria for Establishing Quality Standards
     
4. At The Retail Level
   
   Retailing Upscale Store Brands
   
   • Commitment From Top Management Is Required
     
   • How Upscale Products Are Stocked
     
   • How Upscale Products Are Marketed and Merchandised
     
   • Connecting Brand and Store
     
   • Trend to Sub-Branding
     
   • Upscale Gives Retailers a Differentiating Factor
     
   • ...And Generates Shopper Loyalty
     
   • Retailer/Manufacturer Partnerships
     
5. The Consumer
   
   Consumer Attitudes
   
   • Attitudes Toward Private Labels Overall
     
   • Frequency of Private-Label Buying
     
   • Attitudes Toward Upscale Store Brands
     
   
   Appendix I: Loblaws' Insider's Report
   
   Appendix II: A&P's Master Choice Magazine
   

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