According to a recent release by the Private Label Manufacturers Association, sponsored market research firm Circana documented higher growth for private label products compared to national brands.  For the first half of 2023, unit sales for store brands were up 2.5 percent compared to the corresponding months in 2023.  This compares to a claimed decline in national brands of 0.8 percent over the same period.

For the first half of 2024, private brand sales attained $121 billion across all channels up 2.3 percent from the first half of 2023.  This figure includes food and personal products.

Among edibles, general food items were up 6.9 percent, beverages, 4.3 percent, frozen food 2.9 percent and refrigerated foods 0.7 percent.  In the non-food category, beauty care was up 10 percent, hair-care 5.8 percent and general merchandise 2.2 percent.

Circana determined that 80 percent of consumers surveyed will purchase a private label product based on price in preference to national brands.  Consumers now regard private label products as being equivalent to national brands in presentation and quality.

The importance of private label products will become more pronounced with consolidations in the grocery industry as evidenced by the high proportion sold by deep discounters including Aldi and adoption of private label by major chains including Walmart, Kroger, Target, and the Whole Foods subsidiary of Amazon.

This has implication for eggs and specifically a national brand that maintains market growth through a combination of superior nutrient quality supported by extensive mainstream and social media promotion.