An analysis of recent Nielsen data by the Private Label Manufacturers Association (PLMA) indicated that store brand dollar volume in the mass retail channel grew 41% over the past five years compared to a gain of only 7.4% for national brands in the period.
Private label sales have continued growing in the mass retail channel, including mass merchandisers, clubs and dollar stores, PLMA pointed out, which now leads the supermarket and drug chain channels in private label market share in dollars as well as in units.
The growth lead is more pronounced in unit terms. The same Nielsen data demonstrates that private label volume climbed by 33.2%, while the national brands edged ahead by less than 1%. Store brand unit market share climbed to 23.2% in 2018, up from 18.5% in 2013, while dollar market share advanced to 19.3% in 2018, up from 15.5% in 2013.
In 2018, private label dollar sales advanced 9.8% and unit volume gained 10.6% as national brand sales came in flat in dollar volume and gave up 1.3% in units. In the mass market, private label dollar volume has climbed 12.6%, while unit volume gained 6.4%, as total mass channel sales reached $314 billion versus $330 billion in supermarkets.