How are private label sales faring? Most say that the category has done quite well over the course of the COVID-19 pandemic and some add that that momentum should continue well beyond the hopeful end of the crisis.
But, individual categories have different track records over the last year. For example, the frozen foods segment realized its highest sales levels in years thanks to a dramatic decline in in-restaurant dining. Bakery foods, on the other hand, declined on the year, likely due to bakery departments closing during key pandemic months and shoppers not being comfortable buying unpackaged items.
After talking with retailers, studying quarterly reports and getting exclusive insights from Chicago-based market research firm IRI, Store Brands has identified the highest-performing food and nonfood categories to break out during the pandemic.
Perhaps not surprisingly by now, many categories that are driving private label are part of the “stay-at-home lifestyle,” as described by Pam Ofri, director of product development and operations for own brands at Wakefern Food, which saw its biggest category increases in breakfast foods, frozen foods and anything to help shoppers cooking at home.