A Statistical Guide to Today’s Store Brands © Copyright 2016 PLMA
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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
Source: Nielsen/PLMA © Copyright 2016 PLMA
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
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.”
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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%).
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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;
Source: Nielsen/PLMA © Copyright 2016 PLMA
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
Pa
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Mo
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We
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nd
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
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
TODAY YEAR AGO % CHG
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
TODAY YEAR AGO % CHG
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
TODAY YEAR AGO % CHG
Total Channel 100% 100% ―
Total Private Label 22.9% 23.2% -0.3
Total Brands 77.1% 76.8% 0.3
Source: Nielsen/PLMA © Copyright 2016 PLMA
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
2014 $319.0 Billion $62.6 Billion
2015 $325.0 Billion $62.5 Billion
CHART 7
UNIT VOLUME SALES TREND
TOTAL CHANNEL PRIVATE LABEL
2013 115.4 Billion 27.1 Billion
2014 114.6 Billion 26.6 Billion
2015 114.0 Billion 26.1 Billion
Source: Nielsen/PLMA © Copyright 2016 PLMA
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.
TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS
CHART 9
TOP 20 PRIVATE LABEL CATEGORIES BY UNIT VOLUME
PRIVATE LABEL CATEGORY PRIVATE LABEL
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS
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
TOP LINE REPORTS - TOTAL U.S. SUPERMARKETS
Source: Nielsen/PLMA © Copyright 2016 PLMA
CHART 1
PRIVATE LABEL DOLLAR VOLUME TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
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
PRIVATE LABEL UNIT VOLUME TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 10.9 Billion 11.4 Billion -4.2%
Total Private Label 1.9 Billion 2.0 Billion -5.1%
Total Brands 9.0 Billion 9.4 Billion -4.1%
CHART 3
PRIVATE LABEL DOLLAR MARKET SHARE TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 100% 100% ―
Total Private Label 16.7% 16.5% 0.2%
Total Brands 83.3% 83.5% -0.2%
CHART 4
PRIVATE LABEL UNIT MARKET SHARE TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 100% 100% ―
Total Private Label 17.2% 17.4% -0.2%
Total Brands 82.8% 82.6% 0.2%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
CHART 5
MARKET SHARE TREND IN DOLLARS AND UNITS
DOLLARS UNITS
2013 16.4% 17.4%
2014 16.5% 17.4%
2015 16.7% 17.2%
CHART 6
DOLLAR VOLUME SALES TREND
TOTAL CHANNEL PRIVATE LABEL
2013 $50.7 Billion $8.3 Billion
2014 $50.8 Billion $8.4 Billion
2015 $50.5 Billion $8.4 Billion
CHART 7
UNIT VOLUME SALES TREND
TOTAL CHANNEL PRIVATE LABEL
2013 11.6 Billion 2.0 Billion
2014 11.4 Billion 2.0 Billion
2015 10.9 Billion 1.9 Billion
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
CHART 8
TOP 20 PRIVATE LABEL CATEGORIES BY DOLLAR VOLUME
PRIVATE LABEL CATEGORY PRIVATE LABEL
DOLLAR VOLUME DOLLAR VOLUME DOLLAR SHARE
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
CHART 9
TOP 20 PRIVATE LABEL CATEGORIES BY UNIT VOLUME
PRIVATE LABEL CATEGORY PRIVATE LABEL
UNIT VOLUME UNIT VOLUME UNIT SHARE
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
CHART 10
TOP 10 DOLLAR VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size $1MM)
DOLLARS % GAIN DOLLAR VOLUME DOLLAR SHARE
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%
4 Grooming Aids 27.4% $158.1 Million 22.9%
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%
9 Buckets, Bins & Bath Accessories 22.1% $24.9 Million 48.3%
10 Seasonal General Merchandise 19.8% $2.3 Million 15.1%
CHART 11
TOP 10 UNIT VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size 1MM Units)
UNITS % GAIN UNIT VOLUME UNIT SHARE
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%
8 Buckets, Bins & Bath Accessories 17.2% 6.6 Million 48.3%
9 Grooming Aids 16.5% 44.8 Million 29.7%
10 Frozen Vegetables 16.3% 1.4 Million 57.0%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
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 $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
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – TOTAL U.S. DRUG CHAINS
CHART 1
PRIVATE LABEL DOLLAR VOLUME TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel $667.7 Billion $654.9 Billion 2.0%
Total Private Label $118.4 Billion $116.2 Billion 2.0%
Total Brands $549.3 Billion $538.8 Billion 2.0%
CHART 2
PRIVATE LABEL UNIT VOLUME TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 206.8 Billion 207.1 Billion -0.2%
Total Private Label 43.6 Billion 43.7 Billion -0.4%
Total Brands 163.2 Billion 163.4 Billion -0.1%
CHART 3
PRIVATE LABEL DOLLAR MARKET SHARE TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 100% 100% ―
Total Private Label 17.7% 17.7% 0.0
Total Brands 82.3% 82.3% 0.0
CHART 4
PRIVATE LABEL UNIT MARKET SHARE TODAY VS YEAR AGO
TODAY YEAR AGO % CHG
Total Channel 100% 100% ―
Total Private Label 21.1% 21.1% 0.0
Total Brands 78.9% 78.9% 0.0
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
CHART 5
MARKET SHARE TREND IN DOLLARS AND UNITS
DOLLARS UNITS
2013 17.5% 21.2%
2014 17.7% 21.1%
2015 17.7% 21.1%
CHART 6
DOLLAR VOLUME SALES TREND
TOTAL CHANNEL PRIVATE LABEL
2013 $645.1 Billion $113.0 Billion
2014 $654.9 Billion $116.2 Billion
2015 $667.7 Billion $118.4 Billion
CHART 7
UNIT VOLUME SALES TREND
TOTAL CHANNEL PRIVATE LABEL
2013 208.0 Billion 44.1 Billion
2014 207.1 Billion 43.7 Billion
2015 206.8 Billion 43.6 Billion
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
CHART 8
TOP 20 PRIVATE LABEL CATEGORIES BY DOLLAR VOLUME
PRIVATE LABEL CATEGORY PRIVATE LABEL
DOLLAR VOLUME DOLLAR VOLUME DOLLAR SHARE
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
CHART 9
TOP 20 PRIVATE LABEL CATEGORIES BY UNIT VOLUME
PRIVATE LABEL CATEGORY PRIVATE LABEL
UNIT VOLUME UNIT VOLUME UNIT SHARE
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
CHART 10
TOP 10 DOLLAR VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size $1MM)
DOLLARS % GAIN DOLLAR VOLUME DOLLAR SHARE
1 Watches & Timepieces 184.8% $19.2 Million 8.7%
2 Canning & Freezing Supplies 60.1% $5.4 Million 2.1%
3 Buckets, Bins & Bath Accessories 47.9% $923.2 Million 27.7%
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%
8 Grooming Aids 22.2% $411.0 Million 17.7%
9 Fresh Meat 16.6% $1.7 Billion 26.3%
10 Insecticides & Repellants 14.8% $27.7 Million 2.3%
CHART 11
TOP 10 UNIT VOLUME GAINS IN PRIVATE LABEL (Minimum Private Label Category Size 1MM Units)
UNITS % GAIN UNIT VOLUME UNIT SHARE
1 Watches & Timepieces 218.6% 2.6 Million 17.5%
2 Buckets, Bins & Bath Accessories 45.1% 131.1 Million 25.8%
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
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 $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
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – ALL OUTLETS COMBINED
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%
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.
Source: Nielsen/PLMA © Copyright 2015 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
CHART 2
PRIVATE LABEL MARKET SHARE | DRUG CHAINS
DOLLAR SHARE UNIT SHARE
TODAY YR AGO CHG TODAY YR AGO CHG
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
CHART 3
PRIVATE LABEL MARKET SHARE | ALL OUTLETS COMBINED
DOLLAR SHARE UNIT SHARE
TODAY YR AGO CHG TODAY YR AGO CHG
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.
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
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%
Total Brands $27.5 Billion $27.3 Billion 0.9%
East North Central Total Private Label $17.7 Billion $17.7 Billion 0.4%
Total Brands $80.8 Billion $80.1 Billion 0.8%
East South Central Total Private Label $8.4 Billion $8.2 Billion 2.0%
Total Brands $34.8 Billion $34.2 Billion 1.9%
West North Central Total Private Label $8.6 Billion $8.3 Billion 3.4%
Total Brands $39.8 Billion $39.3 Billion 1.2%
West South Central Total Private Label $14.9 Billion $14.3 Billion 3.7%
Total Brands $68.6 Billion $67.8 Billion 1.2%
Middle Atlantic Total Private Label $12.7 Billion $12.4 Billion 2.1%
Total Brands $64.8 Billion $63.9 Billion 1.5%
South Atlantic Total Private Label $26.4 Billion $25.8 Billion 2.1%
Total Brands $119.4 Billion $116.8 Billion 2.2%
Mountain Total Private Label $9.7 Billion $9.5 Billion 1.7%
Total Brands $40.3 Billion $39.4 Billion 2.3%
Pacific Total Private Label $14.4 Billion $14.3 Billion 1.0%
Total Brands $72.9 Billion $69.7 Billion 4.6%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
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%
Total Brands 8.0 Billion 8.1 Billion -1.1%
East North Central Total Private Label 6.7 Billion 6.8 Billion -1.8%
Total Brands 24.4 Billion 24.7 Billion -1.4%
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%
Total Brands 11.7 Billion 11.8 Billion -0.6%
West South Central Total Private Label 5.9 Billion 5.8 Billion 1.6%
Total Brands 20.7 Billion 20.8 Billion -0.5%
Middle Atlantic Total Private Label 4.5 Billion 4.5 Billion -1.3%
Total Brands 19.0 Billion 19.1 Billion -0.5%
South Atlantic Total Private Label 9.6 Billion 9.6 Billion -0.1%
Total Brands 35.5 Billion 35.5 Billion 0.0%
Mountain Total Private Label 3.5 Billion 3.5 Billion 0.0%
Total Brands 12.2 Billion 12.0 Billion 1.2%
Pacific Total Private Label 4.8 Billion 4.9 Billion -1.5%
Total Brands 20.4 Billion 20.1 Billion 1.7%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
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%
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
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
Source: Nielsen/PLMA © Copyright 2016 PLMA
TOP LINE REPORTS – REGIONAL DIVISION PROFILES
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