Adoption of organic, plant-based and gluten-free store brands is growing by the day, but these
healthier products still amount to a niche tier. On the other hand, arguably the next best
thing—SKUs that are just a bit better for you in various ways—represents a powerful growth
area for private brands.
Health consciousness was already a huge trend prior to the pandemic, but it went into
overdrive as millions of Americans started using more of their time for self-care. In response,
grocers and national chain drugstores would do well to ramp up their efforts to eliminate trans
fats, artificial colorings, chemical preservatives, high-fructose corn syrup and other unhealthy
ingredients from their store brands.
Because of the pandemic and supply-chain crunch, Americans turned to private-label products
in record numbers, but that trend is starting to slow. By offering mainstream products that are
better for you, retailers can keep more of those newly acquired customers and build long-term
But it’s critically important that they effectively communicate these accomplishments—and
that’s where things could get unusually challenging.