Study: Store brands outpace national brands by 40% in mass retail channel
Meanwhile, growth for private label shows no sign of slowing.
Store brands are proving to be a powerful weapon for mass merchandisers, club stores and dollar stores, as they compete against both Amazon and other brick and mortar retailers. In fact, private label dollar volume in the mass retail channel surged +41% over the last five years, compared to a gain of only +7.4% for national brands, according to analysis from Nielsen, New York. The growth lead is even more pronounced when it comes to units. The same Nielsen data show that store brands volume climbed by +33.2%, while the national brands inched ahead by less than +1%.
As a result, the gains in dollar and unit sales are generating significant market share increases for retailer brands in the mass channel. Unit market share climbed to 23.2% in 2018, up from 18.5% in 2013. Meanwhile dollar market share advanced to 19.3% in 2018, up from 15.5% in 2013.