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Private Label Foods and Beverages in the U.S., 8th Edition

Private Label Foods & Beverages in the U.S., 8th Edition 



The market for private label foods and beverages – the so-called store brands – has hit a flat patch.

Private label foods have come a long way from their past reputation for being lesser quality, albeit cheaper, alternatives to name-brand foods and beverages. Hurt by the recession, consumers began to turn to store brands as a way of saving money. The stores, in turn, invested in improving the quality, packaging, and breadth of their private label products, which in turn made them credible competitors to nationally known products. Some retailers have store products that rival the national brands in terms of reputation – Costco’s Kirkland brand, Wegman’s brand are good examples. Whole Foods' 365 brand and company Aldi are two of the most aggressive and successful private label marketers that have, much like Costco, extremely loyal customers. Private label products, accounting for more than 80% of products sold in their stores, help cement that loyalty. Trader Joe’s and Whole Foods private label products gain additional prestige from being based in the natural foods channel.

Despite all this, Packaged Facts has found that retail sales of the overall private label food and beverage market were $102 billion in 2013, up about 2% over 2012 (compared to 1.4% growth for the total food and beverage market). Food, with sales estimated at $80 billion compared to $22 million for beverages, accounts for nearly 80% of overall private label dollar and unit sales. Overall private label penetration of the total market was about 20% in dollars and units in 2013.

Packaged Facts’ report, Private Label Foods & Beverages in the U.S., examine these and other trends that are affecting the private label market. For example, making healthier eating more affordable is a major trend in the U.S., and many consumers feel eating healthier is too expensive. Manufacturers and retailers have tried to address consumer concerns with more affordable healthy food options and several retailers have built private label food brands around a position of affordable healthy eating. Retailers launched natural, organic private label brands years ago promoting value and product attributes. More recently several leading retailers have launched new private label foods that evolve natural and organic to more modern wellness positions that shift focus to lifestyle enhancement. Kroger’s Simple Truth, Target’s Simply Balanced, and Aldi’s Simply Nature all attempt to provide consumers with easy solutions for taking care of themselves and their families. The brands cross many food and beverage categories with affordable, nutritious products that are natural or organic, and free of artificial ingredients. Kroger in particular has been extremely successful with Simple Truth, investing heavily to build the brand which the company expects to reach sales of $1 billion in 2014.

Scope of Report

Private Label Foods & Beverages in the U.S., 8th Edition analyzes the U.S. market for private label foods and beverages that retailers market under their own label brands. The analysis includes private label products (often called store brands) sold in all retail outlets. The report outlines key issues and trends affecting the overall market and analyzes virtually all product categories including shelf-stable, refrigerated, and frozen items. The report also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2012 and 2013, and projections for 2013–2018.

Product Definitions

For the purpose of this report Packaged Facts divides products into two broad markets: private label foods and beverages. Within the food market, we have established categories based on traditional supermarket departments within which there are several segments and product classes. The six formal food departments/categories broken out in this report are: Bakery Products; Center Store; Dairy Food; Frozen Food; Refrigerated Food; Meat, Poultry and Seafood. The private label beverage market is categorized by beverage type rather than store department. For the beverage market, the six categories are: Dairy Beverages; Juices; Carbonated Beverages; Water; Coffee & Tea; and Sports & Energy Drinks. There is also a grouping called Other which is really a group of miscellaneous products that don’t readily fit into the main categories.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examination of retail stores. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; publications and other market research sources.

Our analysis of consumer trends relies on data from several sources including national online consumer usage surveys conducted in June 2013 and January/February 2014 by Packaged Facts, and Simmons National Consumer Surveys for Fall 2004 through Fall 2013, from Experian Marketing Services. The Packaged Facts national online consumer surveys conducted in June 2013 and January/February 2014 reflects a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.


  • Executive Summary
    • Introduction
      • Scope of Report
      • Methodology
      • Product Definitions
      • Food Market
      • Beverage Market
    • The Market
      • Overall Sales Exceed $100 Billion in 2013
      • Sales of Food vs. Beverages
        • Table U.S. Retail Sales of Food vs. Beverage Products: Private Label and Total Market, 2012-2013 (dollar and unit sales, billions; average unit price (AUP), $)
      • PL Dollar Growth Slightly Higher Due to Price Increases
        • Table IRI-Tracked Sales of Food & Beverage Products: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Center Store Food Largest Private Label Category
      • Private Label Penetration
      • Sales by Retail Channel
      • Market Forecast
      • PL Food
      • PL Beverages
    • Trends & Innovations
      • PL Marketers Deliver Value on Current Trends
      • Making Healthier Eating More Affordable
      • Evolution to Wellness
    • Competition in the Retail Landscape
      • Private Label Brands Key Part of Retailer Strategy
      • Private Label Portfolios Evolve
        • Table Private Label Store Brands of Selected Retailers, 2014
    • Marketing and Promotion
      • Price Still Important for Frugal Consumers
      • Aldi's Uses Circular to Promote Value of New Simply Nature PL Brand
      • Branding of Private Label Portfolios Evolve
      • Safeway and Aldi Have Extensive Private Label Brand Portfolios
    • The Consumer
      • PL Store Brands Key Factor in Grocery Shopping Destination for 36% of Consumers
      • Consumers Rate Store Brands High in Value and Quality Compared to National Brands
      • Most Popular Private Label/Store Brand Products
      • Dairy Case: Strong Private Label Driver
        • Table Use of Dairy Case Products in the U.S.: Private Label vs. Overall, 2013 (percent of adults)
      • Beverage Products: Low Private Label Penetration
        • Table Use of Beverage Products in the U.S.: Private Label vs. Overall, 2013 (percent of adults)
  • Trends & Innovations
    • PL Marketers Deliver Value on Current Trends
      • Health and Nutrition
      • FDA Proposes New Nutrition Label Rules
      • Food Industry Develops Own Nutrition Label
      • Consumers Want Products Free of Harmful Ingredients
      • Making Healthier Eating More Affordable
      • Organic and Natural Evolution
      • Stater Bros. Introduces Wholesome Goodness
      • H-E-B Enters Organic Market
      • Walmart Takes Different Route to Make Organics More Affordable
      • Evolution to Wellness
      • Aldi's Simply Nature
      • Kroger's Simple Truth
      • Target's Simply Balanced
      • Some Retailers Carry Sustainability Efforts to PL Products
      • PL Brands Highlight Local Product Benefits
      • Wegmans Locally Sourced Organic Eggs
      • Wegmans Sourcing More Cheese Locally
      • Giant Food Stores PA Preferred PL milk
      • Raley's Local Farm Fresh Free Range Organic Chicken
      • A&P Rebrands Seafood Department as "So Fresh, So Healthy and So Easy"
      • Whole Foods Designs PL Brand for Brooklyn Store
      • Gluten Gone Mainstream
      • Aldi Introduces Gluten-Free PL Brand
      • Walmart Launches Gluten Free Great Value Line
      • "Healthier" Carbonation
      • Retailers Jump on Sparkling Water Craze with PL Products
      • Better For You Drinks
      • Taste and Experiences
      • Harris Teeter Reserve Angus PL Beef USDA Certified Very Tender
      • Hy-Vee Cool Chicken
      • Artisanal More Mainstream
      • Premium PL Chocolate Bars Growing
      • PL Brands Leverage Success of Liquid Water Enhancers
      • Targeting Ethnic Consumer Tastes with PL Products
      • Safeway Store Brand Taps into Hispanic Culture, Tastes
      • Kroger Taste of México PL Products
      • Convenience
      • Retailers Leverage Coffee K-Cup Trend with Own Brands
      • Retailers Source from Others or Partner with Keurig for PL Brands
      • Target's Archer Farms Mix & Match Meals
  • Overall Private Label Food & Beverage Market
    • Introduction
      • Scope of Report
      • Methodology
      • Product Definitions
      • Food Market
      • Beverage Market
      • Private Label Food & Beverage Sales Exceed $100 Billion in 2013
      • Food About 80% of Overall PL Sales
      • Sales of PL Food $80 Billion, PL Beverages $22 Billion in 2013
        • Table U.S. Retail Sales of Food vs. Beverage Products: Private Label and Total, 2012-2013 (dollar and unit sales, billions; average unit price (AUP), $)
      • Overall PL Penetration at 19%-21%
      • PL Dollar Growth Slightly Higher Due to Higher Price Increase
        • Table IRI-Tracked Sales of Food & Beverage Products: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Center Store Food Largest Private Label Category
      • Meat, Bottled Water Have Stand-Out Performance in 2013
        • Table IRI-Tracked Sales of Private Label Food & Beverage Products by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Private Label Penetration by Category
      • Largest PL Segments
        • Table IRI-Tracked Sales of Private Label Food & Beverage Products: By Leading Segments, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
        • Table Overview of Leading Private Label Food & Beverage Product Segments
      • Fastest Growing PL Segments in 2013
        • Table IRI-Tracked Sales of Private Label and Total Market Food & Beverage Products: By Selected Segments with Largest Sales Growth, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
        • Table Overview of Private Label Food & Beverage Product Segments with Highest Sales Growth, 2012-2013
      • PL Segments with Largest Sales Declines in 2013
        • Table IRI-Tracked Sales of Private Label and Total Market Food & Beverage Products: By Selected Segments with Largest Sales Declines, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
        • Table Overview of Private Label Food & Beverage Product Segments with Largest Sales Declines
      • Prices Spike for Eggs, Meat, Fresh Fruits, Fish and Seafood
        • Table Changes in Food at Home Price Indexes by Category, May 2013 to May 2014 (percent)
      • Price Differences Between PL and Branded Categories Vary Widely
        • Table IRI-Tracked Average Unit Prices for Private Label Food & Beverage Products: By Category, March 2014 (average unit price (AUP), $)
      • Food Segments with Highest PL Penetration
        • Table Overview of Food Product Segments with Highest Private Label Penetration
      • Beverage Segments with Highest PL Penetration
        • Table Overview of Beverage Product Segments with Highest Private Label Penetration
      • Food and Beverage Segments with Lowest PL Penetration
      • Sports and Energy Drinks Have Lowest PL Penetration
      • Candy and Gum
      • Soft Drinks
      • Milk Substitutes
      • Baby Foods
      • Coffee and Tea
      • Refrigerated Juices
      • Sales by Retail Channel
        • Table Sales of Private Label Food & Beverage Products by Retail Channel, 2013 vs. 2014 (billions)
      • Market Forecast
      • PL Food
      • PL Beverages
  • The Private Label Food Market
    • Food Market Defined
    • Private Label Food Sales Reach $80 Billion in 2013
    • Private Label Food About 19% of Total Food Dollar Sales
    • Center Store Foods Largest Private Label Category
      • Dairy Has Highest Private Label Penetration in Food Market
      • Meat, Poultry, and Seafood Has Stand-Out Performance in 2013
        • Table IRI-Tracked Sales of Private Label Food (Excluding Beverage) Products by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Private Label vs. Branded Food Sales
    • Product Segment Sales: Center Store
      • Table IRI-Tracked Sales of Food (Excluding Beverage) Products by Category: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Shelf-Stable Fruit Has Highest Private Label Penetration in Center Store Food
    • Center Store Segments
      • Snacks
      • Condiments, Sauces, Spices and Spreads
      • Baking and Cooking Products
      • Breakfast Foods
      • Dinners and Side Dishes
      • Vegetables, Tomato Products and Beans
      • Shelf-Stable Meats & Seafood
      • Fruit (Canned, Bottled and Dried)
      • Candy and Gum
      • Ethnic Foods
      • Baby Foods
        • Table IRI-Tracked Sales of Center Store Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Dairy Food
      • Eggs Have Highest Private Label Penetration in Dairy Food
    • Dairy Food Segments
      • Natural Cheese
      • Eggs and Egg Substitutes
      • Cultured Dairy
      • Butter & Butter Substitutes
      • Processed Cheese
      • All Other Dairy Foods
        • Table IRI-Tracked Sales of Dairy Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Frozen Food
      • Fruits and Vegetables Have Highest Private Label Penetration in Frozen Food
    • Frozen Food Segments
      • Meat, Poultry and Seafood
      • Frozen Desserts
      • Frozen Vegetables
      • Frozen Dishes
      • Frozen Fruit
      • Frozen Breakfast and Other Foods
        • Table IRI-Tracked Sales of Frozen Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Bakery Products
      • Non-Sweet Bakery Products Have Highest Private Label Penetration Especially in Units
    • Bakery Food Product Segments
      • Non-Sweet Bakery Food
      • Sweet Bakery Food
        • Table IRI-Tracked Sales of Bakery Food Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Meat, Poultry & Seafood
      • Fresh Meat and Poultry Has Highest Private Label Penetration
    • Meat, Poultry & Seafood Product Segments
      • Fresh Meat & Poultry
      • Breakfast Meats
      • Processed Dinner Meat
      • Fresh Seafood
        • Table IRI-Tracked Sales of Meat, Poultry & Seafood Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Refrigerated Food
      • Refrigerated Dishes, Dough and Baked Goods Have Highest Private Label Penetration
    • Refrigerated Food Product Segments
      • Refrigerated Lunchmeats
      • Refrigerated Dishes
      • Refrigerated Dough and Baked Goods
      • Other Refrigerated Foods
        • Table IRI-Tracked Sales of Refrigerated Food (Excluding Beverage) Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Sales by Retail Channel
      • Table Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2013 and 2014 (billions)
    • Market Forecast
  • The Private Label Beverage Market
    • Beverage Market Defined
    • Private Label Beverage Sales Reach $22 Billion in 2013
    • Private Label Beverages 20% of Total Beverage Dollar Sales
    • Dairy Beverages Largest Private Label Category
      • Dairy Has Highest Private Label Penetration in Beverage Market
      • Bottled Water Has Stand-Out Performance in 2013
        • Table IRI-Tracked Sales of Private Label Beverage Product Sales by Category, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Private Label vs. Branded Beverage Sales
        • Table IRI-Tracked Sales of Beverage Products by Category: Private Label vs. Branded, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment/Class Sales: Dairy Beverages
      • Refrigerated Milk Has Highest Private Label Penetration in Dairy Beverages
    • Dairy Beverage Segments/Product Classes
      • Refrigerated Milk
      • Other Milks
      • Creams and Creamers
      • Milk Substitutes
        • Table IRI-Tracked Sales of Dairy Beverage Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Bottled Water
      • Jug/Bulk Segment Has Highest Private Label Penetration in Bottled Water
    • Bottled Water Segments
      • Table IRI-Tracked Sales of Bottled Water Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment Sales: Juices
    • Juice Segments
      • Shelf-Stable
      • Refrigerated
      • Frozen
        • Table IRI-Tracked Sales of Juice Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
      • Juice Sales by Flavor
        • Table IRI-Tracked Sales of Juice Products by Flavor: Private Label vs. Total Market, 2012-2013 (dollar, millions)
    • Product Segment Sales: Coffee and Tea
      • Whole Coffee Beans Have Highest Private Label Penetration in Dollars; Refrigerated Tea Highest in Units
    • Coffee and Tea Product Segments/Product Classes
      • Coffee
      • Tea
        • Table IRI-Tracked Sales of Coffee and Tea by Product Type: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment/Product Class Sales: Carbonated Beverages
      • Seltzer, Club Soda and Tonic Water Have Highest Private Label Penetration
    • Carbonated Beverages Product Segments/Classes
      • Table IRI-Tracked Sales of Carbonated Beverages Products by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Product Segment/Class Sales: Sports & Energy Drinks
      • Energy Drink Mixes Have Highest Private Label Penetration
    • Sports & Energy Drinks Product Segments/Classes
      • Virtually All Private Label Product Classes Have Declining Sales
        • Table IRI-Tracked Sales of Sports & Energy Drinks by Segment: Private Label vs. Total Market, 2012-2013 (dollar and unit sales, millions; average unit price (AUP), $)
    • Sales by Retail Channel
      • Table Private Label Beverage Product Sales by Retail Channel, 2013 and 2014 (billions)
    • Market Forecast
  • Competition in the Retail Landscape
    • Retail Overview
      • Cross-channel Shopping the Norm
      • Walmart Largest U.S. Retailer of Food and Beverages
        • Table Estimated U.S. Food and Beverage Sales of Selected Major Retailers ($, billions)
      • Mergers, Acquisitions, and Divestitures
      • Private Label Brands Key Part of Retailer Strategy
      • Private Label Portfolios Evolve
        • Table Private Label Store Brands of Selected Retailers, 2014
      • Private Label Sales by Retail Channel
      • Private Label Food
        • Table Private Label Food (Excluding Beverage) Product Sales by Retail Channel, 2013 and 2014 (billions)
      • Private Label Beverages
        • Table Private Label Beverage Product Sales by Retail Channel, 2013 and 2014 (billions)
      • Grocery Stores/Supermarkets
      • The Kroger Co.
      • Private Label Key to Kroger's Strategy
      • Safeway, Inc.
      • Safeway Has Extensive Private Label Portfolio
        • Table Safeway's Portfolio of Private Label Brands
      • Aldi Inc.
      • 90% of Aldi Products Are Private Label
      • Natural Supermarkets
      • Whole Foods Market, Inc.
      • Private Label Part of Whole Foods Differentiation Strategy
      • Trader Joe's Co., Inc.
      • 80% of Trader Joe's Products Are Private Label
      • Supercenters/Mass Merchandisers
      • Walmart Stores, Inc.
      • Private Label Fills Value Gaps for Walmart
      • Target Corporation
      • Simply Balanced New Target Private Label Brand
      • Warehouse Club Stores
      • Costco Wholesale Corporation
      • Costco Co-Brands with Kirkland
      • Sam's Club
      • Convenience Stores (C-Stores)
      • 7-Eleven's 7-Select
      • Kwik Trip Keeps It Fresh
      • Dollar Stores
      • Dollar General
      • Family Dollar
      • Drugstores
      • Walgreens
      • CVS' Gold Emblem Private Label Brand
      • Internet Sales
      • Kroger Buys Online Retailer Vitacost
      • Ethnic Grocery Chains Proliferate
      • Private Label Products Not as Popular With Hispanics and Asians
        • Table Selected Ethnic Grocery Chains, 2014
  • Marketing & Promotion
    • Marketing and Promotion Trends
      • Consumers Still Shopping Frugally
      • Price Promotion for Own Brands Still Powerful
      • Comparison to National Brands
      • Retailers Link PL Brand Promotions to Successful Loyalty Programs
      • Whole Foods Tests PL Brand Loyalty Program
      • Walgreens Links PL Brand Nice! to Loyalty Program
      • Aldi's Uses Circular to Promote Value of New Simply Nature PL Brand
      • IGA Features PL Products for Cause Marketing
      • Contests Integrate PL Brands
      • Trader Joe's Master-at-Miso Recipe Contest
      • Food Lion's You Name It Contest
      • Smart & Final's Our Brands, Your Pics Contest
      • Wawa's Parched Madness Tournament Features PL Drinks
      • Events Highlight PL Brands
      • Food Lion Frugal Cook Off
      • Target's Archer Farms at the Food Network South Beach Wine & Food Festival
      • Walgreens Good & DeLish Featured In All-Star Celebrity Apprentice
      • Winn-Dixie's Cone Crew Promotes PL Soda and Ice Cream
      • Branding of Private Label Portfolios Evolve
        • Table Private Label Store Brands of Selected Retailers, 2014
      • Safeway and Aldi Have Extensive Private Label Brand Portfolios
      • Walmart Also Tests Extreme Value PL Brand
      • Kroger Goes Against Trend with New PL Value Brands
      • Packaging Key Marketing and Merchandising Tool
      • Packaging Helps CVS's Gold Emblem Abound Stand Out
      • Safeway's Primo Taglio Redesign
      • Target's Archer Farms Modernized
      • Retailers Invest in Marketing Campaigns to Build PL Brands
      • Kroger Builds PL Brand Simple Truth with Heavy Marketing Support
      • Fresh & Easy Private Brand Stars in New Marketing
      • H-E-B PL Brand Commercials Feature San Antonio Spurs Players
      • PL Marketers Use Social Media
      • Social Media Key to AWG's Clearly Organic Relaunch
      • Trader Joe's iPhone App
      • Walgreens Creates YouTube Series to Promote PL Brands
  • The Consumer
    • Sources
    • Store Brands Key Factor in Grocery Shopping Destination for 36% of Consumers
    • Consumers Rate Store Brands High in Value and Quality Compared to National Brands
    • Demographic Characteristics of Consumers Who Prefer National Brand Name Groceries
      • Table Demographic Characteristics of Those Who Strongly/Somewhat Agree, "I Prefer to Buy National Brand Name Groceries," 2014 (percent of adults)
    • Most Popular Private Label/Store Brand Products
      • Table Percentage of U.S. Households That Most Often Use Private Label: Leading Food and Beverage Products, 2004-2013 (percent)
    • Dairy Case: Strong Private Label Driver
      • Table Use of Dairy Case Products: Private Label vs. Overall, 2013 (percent of adults)
    • Demographic Focus: Natural/Imported Cheese
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Natural and Imported Cheese Consumers: Kraft vs. Store Brands, 2013 (index)
    • Slices and Shredded Most Purchased Forms of Store Brand Cheese
    • Condiments: Relatively Low Private Label Penetration
      • Table Use of Condiment Products: Private Label vs. Overall, 2013 (percent of adults)
    • Demographic Focus: Salad or Cooking Oil
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Salad/Cooking Oil Consumers: Wesson vs. Store Brands, 2013 (index)
    • Baking Products: Strong Penetration For Commodity Products
      • Table Use of Baking Products: Private Label vs. Overall, 2013 (percent)
    • Demographic Focus: Sugar
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Sugar Consumers: Domino vs. Store Brands, 2013 (index)
    • Meal Products: Vegetables Have Highest Private Label Penetration
      • Table Use of Meal Products: Private Label vs. Overall, 2013 (percent of adults)
    • Demographic Focus: Frozen Vegetables
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Frozen Vegetable Consumers: Birds Eye vs. Store Brands, 2013 (index)
    • Breakfast and Bakery Products: Opportunity for Growth
      • Table Use of Breakfast and Bakery Goods: Private Label vs. Overall, 2013 (percent of adults)
    • Demographic Focus: Bread
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Bread Consumers: Nature's Own vs. Store Brands, 2013 (index)
    • Snacks: Relatively Low Private Label Penetration
      • Table Use of Snacks Products: Private Label vs. Overall, 2013 (percent of adults)
    • Dairy Demographic Focus: Ice Cream
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Ice Cream Consumers: Breyers vs. Store Brands, 2013 (index)
    • Beverage Products: Low Private Label Penetration
      • Table Use of Beverage Products: Private Label vs. Overall, 2013 (percent of adults)
    • Dairy Demographic Focus: Orange Juice Bottles/Cans/Cartons
      • Gender
      • Age
      • Household Income
      • Educational Attainment
      • Region
      • Race
      • Children in Household
        • Table Demographic Characteristics of Orange Juice Consumers: Tropicana vs. Store Brands, 2013 (index)

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