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Para combater marcas Direct to Consumer, varejo reativa marcas próprias

Consumer packaged goods (CPG) from private labels—once dismissed as generic “store brand” items—are receiving new interest outside of traditional grocery channels. Sales are on the rise at premium grocery stores and big-box retailers, and heavy hitters in the grocery business like Target, Kroger and Albertsons are revamping their private-label products with an emphasis on plant-based and premium-branded offerings.

Traditionally, private-label CPGs have only outsold brand names at value grocery stores. According to March 2019 data from Nielsen, private-label items made up 57% of annual CPG sales at value grocery stores in the US. At premier fresh grocery stores like Whole Foods Market or Sprouts Farmers Market, just 23% of CPG sales came from private-label items, similar to mass merchandise/superstores like Walmart and Target, where private label amounted to 22% of CPG sales.

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