PRIVATE LABEL CATEGORY SHIFT TRACKER

Get a weekly view of consumer shifting to private label.

Numerator’s Private Label Category Shift Tracker provides the only omnichannel view of private label share and penetration to quickly identify consumer shifts to value. Check back weekly to see if the early signals that consumers are shifting to private label stick.

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Consumers signal shifts to private label in canned and frozen goods along with baby care.

As inflation reaches double-digits, consumers continue to make trade-offs.

As of mid-May, unit and dollar switching are sticking for food staples, including Canned Fruits and Vegetables and Frozen Sandwiches. Frozen Dinners and Grains, Rice & Pasta dishes also signal potential switching with increased dollar and unit share.
Household categories that are highly penetrated by private label such as Bath Tissue and Paper Towels are maintaining overall flat levels of dollar share.
Private label baby care penetration is trending up, with Disposable Diapers outpacing 2021 levels and Wipes tracking back up in the past two months.

Unit share continues to shift faster than dollar share as consumers seek value.

In recent weeks, unit switching signals accelerated for certain shelf-stable and frozen categories, including Canned Fruits and Vegetables and Frozen Breakfast Sandwiches. Frozen Dinners and Grains, Rice & Pasta dishes also saw elevated unit share in week 19.
Unit switching decelerated for personal care categories in week 19. Consumers are more likely to turn to name brands for Multivitamins and Disposable Diapers.

Private label dollar share shifts have diverged by category.

Frozen Dinners see a heavy increase in dollar share for week 19.
Canned Fruit and Vegetables have both seen increased dollar and unit shifting to private label.
Household categories that are highly penetrated by private label such as Bath Tissue and Paper Towels are maintaining overall flat levels of dollar share.

Accessible foods and Diapers have seen elevated private label penetration vs year ago.

Despite private label dollar and unit share momentum, households buying Canned Fruit and Vegetables have remained steady. Frozen Breakfast Food and Disposable Diapers & Pants, on the other hand, have seen continued momentum towards private label vs. 2021.
Disposable diapers continue to outpace last year’s penetration. Wipes, although lower vs year ago on an absolute basis, are tracking back up in April and May.