Traditionally, private label brands have been considered by consumers to be of lesser value or quality. However recent years have seen a shift in private label perception as retailers shift their focus towards investing in premium private label products.
Foodstuffs has been stocking its home brand, Pams, range in its stores since 1937 with its first iteration of custard and baking powder. That brand was followed by another private label called Budget which was later changed to Value. To meet modern day consumer trends Foodstuffs launched premium brand Pams Finest which includes products such as fresh duck cuts, luxury toasted mueslis and premium ice creams.
Rod Gibson, general manager at Foodstuffs, spoke to Supermarket News when the product was first launched explaining that new range was not only focused on changing the packaging and logo but was about “developing new products which are more relevant in today’s market.” The change seems to have paid off as customers continue to see the range of products under the Pams finest banner continue to grow.
Consumer’s now more than ever after opting to purchase private label products. According to a recent report from Grocery Drive nearly 40 percent of respondents stated that they were more willing to buy private label products today than they were a year ago while 20 percent said that they expected to spend more on private label products over the next year.
A recent survey conducted by the Private Label Manufacturers Association (PLMA) revealed that two-thirds of participants agreed with the statement; “In general, store brand products I have bought are just as good, if not better than the national version of the same products.”
THE NUMBERS DON’T LIE
A recent report from PLMA revealed that dollar value for private label brands had increased by 41 percent over the last five years compared to national brands which only saw an increase of 7.4 percent.
This increase in the sale of private label products is primarily driven by new premium products being added to the range. Daymon, a retail consulting firm, revealed that 20 percent of sales came from brands listed as being premium, trendy or organic.
Retailers have noticed the increased interest in private label brands and have answered the call from consumers, adding more home branded products to their portfolio. Amazon has been rapidly working on expanding its private label offerings under its brands Solimo and Happy Belly. The retailers recently added a range of condiments to its existing 130 private label brands. Market intelligence firm Numerator reported that Amazon's Solimo brand accounted for 21 percent of Amazon’s private label growth in 2018.
The influence of private label premiumisation has also been impacting the cosmetic and toiletries market with GlobalData reporting positive growth in Australia from 2013 to 2018 with overall penetration levels reaching 1.2 percent.