instore - October 2017 - 27
category perspective
4.2 percent, compared to just .2 percent for national brand share. Unit
share's percentage of the total market, meanwhile, increased to 19.7
percent.
The leader of one of the nation's top grocery retailers and wholesalers
is bullish on the future of private label in deli and other departments.
In a Sept. 7 presentation at the Goldman Sachs Annual Global Retailing
Conference in New York, Mark Gross, Eden Prairie, Minnesota-based
Supervalu Inc.'s CEO and president, said private label addresses two of
consumers' biggest concerns when they shop for groceries: cost and
quality.
"The big thing is affordability, and one of the drivers of affordability
(and) people wanting quality is the growth of private brands," he said.
"And that's why we spent so much time on having a well-developed
private brand program."
The goal in private label, Gross said, is to offer an item the consumer
can "clearly identify" as being the equivalent of a well-known national
brand, but more affordable. The channels in which Supervalu has
had the best success with private label are natural foods, organic and
gourmet, where the brand name competition often isn't as intense as it
is in traditional grocery.
"We see substantial growth there," he said. "In part, I think what you're
seeing is a very clear value equation. The products easily communicate that these are high-quality items but at a very fair price point."
Culinary Circle, one of the two Supervalu private label brands for
natural/organic/gourmet, includes a full range of deli items, including
specialty cheese and meats, dips, salads, sandwiches, soups and pastas.
For Supervalu, the test of a private label item's success is clear, Gross
says. "Customers being able to look at your private brand and say,
'This stands for quality and I want to buy this product wherever I
find it.' I don't think we're the only ones having that sort of success in
private brands, but as far as distributors, I think we have the most welldeveloped private brand offering and really spend a lot of time and
resources on it."
Fletcher, North Carolina-based retail chain Earth Fare currently offers
about 750 private label products, and spokeswoman Laurie Aker
said the company will add hundreds more in the near future. Private
label gives Earth Fare's customers the peace of mind that what they're
buying meets the natural and organic chain's clean standards: free of
high fructose corn syrup; free of artificial fats, trans-fats, colors, preservatives and sweeteners; non-GMO; and other criteria.
"Private label is a growing category that offers compelling value and
that our customers can feel confident buying," Aker says.
http://www.novacartusa.com
https://www.instagram.com/novacartusa/
https://www.facebook.com/pages/Novacart-Manufacturer-Baking-Mold-Company/215929008437386
Table of Contents for the Digital Edition of instore - October 2017
instore - October 2017
Editor's note - Smart Growth
CONTENTS
Spotlight - BY THE NUMBERS: Muffins
Merchandising - ON DISPLAY: Holiday party trays
Cover story - Built on Service
No delivery too small
Commissary Insider - October 2017
Insight Insider: Wakefield Sandwich leverages c-store foodservice growth
Food Safety: Using probiotics to fight pathogens
Equipment: Accuracy, flexibility key in cake depositing
Tech: TrueCommerce EDI helps King’s Hawaiian
News - Need to know
Market research - Super consumers
Category perspective - Private label
Equipment & packaging - LATEST INNOVATION: Tamper-evident packaging
Product trends - FIRST TO MARKET
Product showcase
No label
AD INDEX
instore - October 2017 - instore - October 2017
instore - October 2017 - 2
instore - October 2017 - Editor's note - Smart Growth
instore - October 2017 - 4
instore - October 2017 - 5
instore - October 2017 - CONTENTS
instore - October 2017 - 7
instore - October 2017 - Spotlight - BY THE NUMBERS: Muffins
instore - October 2017 - 9
instore - October 2017 - Merchandising - ON DISPLAY: Holiday party trays
instore - October 2017 - 11
instore - October 2017 - Cover story - Built on Service
instore - October 2017 - 13
instore - October 2017 - No delivery too small
instore - October 2017 - 15
instore - October 2017 - 16
instore - October 2017 - 17
instore - October 2017 - 18
instore - October 2017 - Insight Insider: Wakefield Sandwich leverages c-store foodservice growth
instore - October 2017 - com - 2
instore - October 2017 - com - 3
instore - October 2017 - com - 4
instore - October 2017 - com - 5
instore - October 2017 - Food Safety: Using probiotics to fight pathogens
instore - October 2017 - com - 7
instore - October 2017 - Equipment: Accuracy, flexibility key in cake depositing
instore - October 2017 - com - 9
instore - October 2017 - com - 10
instore - October 2017 - com - 11
instore - October 2017 - Tech: TrueCommerce EDI helps King’s Hawaiian
instore - October 2017 - com - 13
instore - October 2017 - com - 14
instore - October 2017 - com - 15
instore - October 2017 - com - 16
instore - October 2017 - News - Need to know
instore - October 2017 - Market research - Super consumers
instore - October 2017 - 21
instore - October 2017 - 22
instore - October 2017 - 23
instore - October 2017 - Category perspective - Private label
instore - October 2017 - 25
instore - October 2017 - 26
instore - October 2017 - 27
instore - October 2017 - Equipment & packaging - LATEST INNOVATION: Tamper-evident packaging
instore - October 2017 - 29
instore - October 2017 - Product trends - FIRST TO MARKET
instore - October 2017 - 31
instore - October 2017 - Product showcase
instore - October 2017 - No label
instore - October 2017 - AD INDEX
instore - October 2017 - 35
instore - October 2017 - 36
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