Category Private Label trends 2019-2023 – Part 2

It is not the number of launches but whether they increase the assortment

Private Label follows the rules of growth – driven by additional buyers and plenty of innovation

PL introduced nearly as many new products as the Top 10 brands in the category combined. The numbers for the more modest variant additions are similar while PL did not launch as many major innovations. The number of launches hardly differs between winning and losing PL categories.

Brands introduced many new products over the period covering covid and inflation

While brands launched slightly more than PL between 2019 and 2023 (especially the more major introductions) the actual number of branded launches in a category appears unrelated to whether PL gains or loses share.

One key to PL share gains is higher share of physical availability

In common with brands that have gained share, PL innovations have helped sustain the significant share gains seen for PL winners by adding to their share of shelf: where PL has won share, their assortment size has increased by a quarter compared to a stable assortment size where PL lost. While brands have also increased their assortment in the former group of categories their share of the category assortment has dropped. Where PL has lost, brands were able to increase their share of shelf.