Chart - Private Label Product Penetration By Channel

Much has been made about evolving consumer attitudes to private label products, but private label penetration has actually slightly dipped across most CPG channels over the past 2 years, according to a November 2012 report from SymponyIRI. Penetration has dropped by 0.3-0.4% points in the grocery (96.7% penetration), mass/super (86.3%), drug (60.1%), dollar (34.9%), and convenience (6.7%) channels, although it has increased by 1.1% points in the club channel, to 42.9% penetration.

For the most part, private label buy rates are following that pattern. That is, the buy rate for private label products is not growing as fast (or has declined more quickly) than the industry average. That’s the case for the grocery, mass/super, drug, and dollar channels. Read the rest at MarketingCharts.