Share movements over ten years
National brand concentration down, but Private Labels have captured top brands’ share losses
Top 3 brands lost 5% value share
From 2014 to 2024, the share owned by the Top 3 brands in the average category has declined from 46% to 41%. The #1 brand accounts for 2% of that 5% decline (see Pick of the Week from last week), but the relative losses loom larger for the #2 and #3 brand: they have seen their joint share decrease from 20% to 17%, a relative loss of 15% (compared to 10% by the #1 brand).
Top 10 brands lost 6% value share
The value share by the largest ten brands in a market has decreased by about 6% in the average category, which means that the brands ranked at #4 to #10 in a category moved from an aggregated share of 16% to 15%, a relatively smaller drop than the brands in the top 3.
Private Labels won 6% value share
Overall, the share losses by national brands must equate to the share gains by Private Labels. Interestingly, in the average category, the share won by Private Labels corresponds to the share lost by the Top 10 brands, which means that smaller brands (i.e. the ones not ranked in the Top 10 in a category) taken together maintained their 10% share.
