In two separate reports, Nielsen looks at the impact the economy has had on consumers and private label growth in Canada and in the U.S.
Open just about any cupboard in Canada, and you’ll find a private label product on the shelf. Despite posting $11.6 billion in sales and achieving nearly 100 percent penetration, Canadian private label products lagged behind total market growth as of August 2011.
In the U.S., the not-so-Great Recession turned into a windfall for private label, stimulating consumer interest in and directing retailer focus on store brands. But since the end of 2008, private brand share growth has flattened as brands stepped up their promotion support and innovation efforts.