Category Private Label trends 2019-2023 – Part 3
Share trajectories, category types and promo activity by brands
Private Label share gains have come in categories where their share was relatively weak
The nearly 7 point gain in share for PL winners from 2019 to 2023 came in categories where share was 38% in 2019. Whereas PL lost share in categories in which their average share was 45% at that time. While not conclusive, we can speculate that there might be a ceiling effect for PL, but also more effort by retailers where they see more room for PL growth.
Private Label share gains have been much more likely in Household and Personal Care
Over 40% of categories where PL gained share from 2019 to 2023 are Household or Personal Care, compared to 29% where PL lost share. Brands were more likely to increase their share versus PL in Foods, Beverages and Petfoods.
Private Label share gains have come in categories where promotional support has dropped
It seems that where brands have reduced promotional activity too much, PL had more opportunity to step in as a “better value” deal. In categories where PL has gained share, branded promotional sales dropped from an average of 16% to 13% over these years. Where PL has lost share, brand promotions remained quite stable.
