In keeping with many other parts of the world, the US has a steadily expanding market for private label foods. Although it has been slower to gain a foothold compared with European nations such as the UK, more US consumers are now turning towards private label foods in the face of the economic downturn. Demand has also risen as a result of other factors, such as increasing food-price inflation and the wider availability of a greater range of private label foods.

Since 2003, the US private label market has expanded by almost 60%, compared with around 23% for the US retail food and drinks industry as a whole. As a result, private label now accounts for over 19% of market value, up from less than 15% in 2003. In volume terms, private label has increased its share of the overall market to almost a quarter (24%), up from around 20% in 2003.

By retail format, private label products are much more prevalent in larger grocery channels such as supermarkets, although other formats such as convenience stores and discount and dollar stores represent areas of potential future growth.

This new report from just-food examines the growing US market for private label foods and looks ahead to 2013 as to where the market will likely be heading.

Following the report's executive summary and introduction, Chapter 2 provides a market overview with data covering the US retail food and drinks market by value (2003-2008) and private label's volume and share of value and volume over the same period.

Also provided is sales value, % of market and % penetration of the major food sectors making up the US private label market. The chapter goes on to profile each of these 17 major sectors in turn.

Chapter 3 Current trends
This chapter reviews the latest trends influencing private label including:

* Food price inflation
* Market consolidation
* E-commerce
* Technological developments
* Industry promotion

Chapter 4 Consumer dynamics
The last couple of years have witnessed a number of significant changes in the way US consumers shop for food and groceries. Most can be attributed to the economic downturn, which has placed more emphasis on saving money. Some of the main trends include food shopping at one-stop venues and stores located closer to home, thereby helping to reduce fuel costs. More consumers are also buying groceries online, for the same reason. The average number of food shopping trips for each consumer is around two trips per week, although this rises to 2.3 trips for more price-conscious shoppers.

This chapter provides valuable consumer insight into why and how consumers are increasingly buying into private label. The chapter reviews consumers' general shopping habits, attitudes towards private label, and buying behaviour.

Chapter 5 Major US retail food groups
Compared with many Western European countries, the US retail food market is extremely fragmented, with very few groups enjoying national coverage. In the US, the top five food retailers account for less than 45% of total sales, a figure which compares with around 80% in large European markets such as the UK and Germany. Wal-Mart leads the retail food market in the US with a 13% share, ahead of Kroger, SuperValu and Safeway.

Providing % share of value of the US retail food market, this chapter goes on to review each of the major retail food groups. For each company, we review its background, market position, current developments and latest financial information.

Chapter 6 International comparisons
The global private label industry is sizeable, currently worth over US$400bn. All indications suggest that the market has grown over the last couple of years, and this trend is expected to continue given the present state of the global economy. Although the figure quoted above includes non-food items, foods represent an important sector of the global private label market. Private labels achieve the highest penetration rate in the food industry, typically at between 25% and 30% on a global basis.

Europe, Asia Pacific and Latin America are reviewed.

Chapter 7 The future
Private label is increasingly significant to the business of most US food retailers, with almost 80% having increased the amount of private label products offered between 2006 and 2008. Many have been developing multi-tier systems for their private label portfolios, ranging from low-priced value goods to more luxurious foodstuffs positioned at the higher end of the market. As a result, many are being marketed according to other attributes such as quality, rather than simply low price.

More US consumers are now less inclined to view private label goods as inferior to their branded equivalents. Most studies indicate that more people are now buying into the category on a frequent basis, while more than 70% of US shoppers feel that private labels are as good as, if not better than, branded products. Other consumer studies undertaken recently indicate that fewer shoppers associate private label with cheap-looking packaging, while a declining number believe that branded products are worth paying extra money for.

What of the future for private label in the US food retail industry? This chapter offers an analysis and predictions, including forecasts for US retail food and drinks and private label's share to 2013.

Read more about this report with just-food's research article here

Chapter 1 Introduction

Chapter 2 Market overview
US retail food market
Distribution
US private label market
Milk
Cheese
Bread and bakery products
Frozen foods
Eggs
Packaged fresh produce
Ice cream
Snack foods
Biscuits
Butter and margarine
Confectionery
Breakfast cereals
Yoghurt
Soup
Pasta
Cereal/granola bars
Baby foods

Chapter 3 Current trends
Food price inflation
Market consolidation
E-commerce
Technological developments
Industry promotion
Product innovation
Premiumisation
Ethical foods
Economy
Healthy

Chapter 4 Consumer dynamics
General shopping habits
Attitudes towards private label
Buying behaviour

Chapter 5 Major US retail food groups
Wal-Mart
Background
Market position
Current developments
Financial information
Kroger
Background
Market position
Current developments
Financial information
SuperValu Inc
Background
Market position
Current developments
Financial information
Safeway Inc
Background
Market position
Current developments
Financial information
Costco Wholesale Corporation
Background
Market position
Current developments
Financial information
Others
Ahold USA
Delhaize America
Publix Super Markets Inc
7-Eleven Inc
Aldi
Tesco
Whole Foods Market
Suppliers to the industry

Chapter 6 International comparisons
Europe
Asia Pacific
Latin America

Chapter 7 The future

List of figures
Figure 1: Shares of the US retail food market by value, 2008 (%)

List of tables
Table 1: US retail food and drinks market by value, 2003-2008 (US$bn and %)
Table 2: US private label food and drinks market by value, 2003-2008 (US$bn and %)
Table 3: Private label’s share of the US retail food and drinks market by value and volume, 2003-2008 (%)
Table 4: Major sectors of the US private label foods market by value, 2008 (US$m and %)
Table 5: Wal-Mart financial results, year ending 2005-2009 (US$m)
Table 6: Kroger Financial Results, 2004-2008 (US$m)
Table 7: SuperValu financial results, year ending 2005-2009 (US$m)
Table 8: Safeway financial results, 2004-2008 (US$m)
Table 10: Costco financial results, 2004-2008 (US$m)
Table 10: Private label shares of the retail grocery market in selected European countries by volume, 2007/2008 (%)
Table 11: Forecast US retail food and drinks market by value, 2008-2013 (US$bn and %)
Table 12: Forecast US private label market by value, 2008-2013 (US$bn and %)