Private-Label Bonanza

Corporate brands came into their own in 2008 spurred in large part by the weak economy and the resulting move by consumers to trade down. Kroger Co., Cincinnati, reported that corporate-brand penetration represented almost 27% of all grocery sales and 34% of grocery units; meanwhile, Pleasanton, Calif.-based Safeway said corporate-brand sales outpaced national brands by a factor of 4-to-1 storewide

Corporate brands came into their own in 2008 — spurred in large part by the weak economy and the resulting move by consumers to trade down.

Kroger Co., Cincinnati, reported that corporate-brand penetration represented almost 27% of all grocery sales and 34% of grocery units; meanwhile, Pleasanton, Calif.-based Safeway said corporate-brand sales outpaced national brands by a factor of 4-to-1 storewide and 6-to-1 in Center Store.

Safeway was so enthused about the performance of

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