Private Label Grows in Volume

While private-label dollar growth historically has been driven by higher prices, unit sales are now growing as well, according to the Nielsen Co. Store-brand volume grew 3% in food, drug and mass channels (excluding Wal-Mart) for the 28 weeks ending Sept. 6. This contrasts to prior performance in which dollar share grew, while unit sales remained flat. Last summer, private label started

SCHAUMBURG, Ill. — While private-label dollar growth historically has been driven by higher prices, unit sales are now growing as well, according to the Nielsen Co.

Store-brand volume grew 3% in food, drug and mass channels (excluding Wal-Mart) for the 28 weeks ending Sept. 6. This contrasts to prior performance in which dollar share grew, while unit sales remained flat.

“Last summer, private label started to take off,” Tom Pirovano, Nielsen's director of industry insig

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