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10 retailers that ramped up private label in 2020

Michael Browne, Executive Editor

December 11, 2020

10 Slides
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Retailers continue to find gold in private brands, a category that was growing even before the pandemic and has taken off even more since.

Private brands are no longer viewed as just low-cost alternatives at shelf, noted Aimee Becker, senior vice president strategic advisory at Daymon, during a recent SN Off the Shelf podcast. And that change in attitude toward private label has placed the category in an even greater position of strength during the pandemic.

“I think we’ve really shifted consumer attitudes away from this idea of generics or just a price play at shelf to really being true consumer brands,” Becker said. “This shift really started with retailers focusing on improving quality, and today we see that 86% of shoppers consider private brand quality to be equal to or better than the national brand.”

Here are 10 retailers who have introduced or expanded their private label offerings in 2020.

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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