Keep a pulse on private label performance.

Numerator's Private Label dashboard provides a pulse on private label manufacturers across channels, consumer groups and categories. Updated every three months, gain an omnichannel perspective on how private label brands and retailers are evolving through Numerator's single-source, first-party data. 

Latest Update: 1/23/2023

Private label is poised to make a comeback in 2023.

In the latest three months ending December 2022, total CPG private label dollar is up compared to last year across all income groups. Baby, grocery and household sectors drive the upward trend for private label dollar share, while baby, grocery and pet sectors drive the trend for unit share. 

High-income and middle-income households are showing disproportionate share growth compared to low-income for both dollar and unit share.


Higher-income households find private label as a way to save.

Compared to low-income household, both middle and high-income households continue to be more likely to say they purchase private label to save money and private label quality has improved over time. However, positive sentiment towards private label quality has declined by 5pp over the past two years.

Slower private label gains for low-income households could be driven by the fact that they are looking for better deals overall as sentiment toward finding the best price over brand name has skyrocketed in the past year.


Diapers, canned vegetables & laundry detergent are growing private label share.

Canned vegetables, meats and cheese are trending up in private label share within tracked categories. Paper products and most tracked baby categories have also seen gains in dollar share.

Private label shampoo & conditioner along with face care have pockets of private label share growth–now tracking positive for the latest three months. Private label vitamins has also seen growth in share, while cold, cough & flu and digestive health trend down in share.

Costco, Sam's Club and Aldi post growth in private label share.

Consumers are looking for opportunities to buy products at a cheaper price and in bulk. Costco and Sam's Club have shown increases in private label share in the latest three months ending December. Costco grew consistently every month with strong performance in October and December.

Aldi also showcases consistent share growth with November being particularly strong. 

Amazon private label continues to grow in household penetration.

Amazon Basics continues to grow households–up 2.8 percentage points vs year ago. Aldi also saw an influx of new consumers posting strong penetration gains in the latest three months.

Although not a large share owner in the CPG private label space, Kwik Trip's Kitchen Cravings took the second spot in the list for the fastest-growing private label brand which is up by 1.7 percentage points.


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