IRi：2022年自有品牌报告 Private Brands Look Whos Buying Now

PrivateBrands:BuyingNowNovember2022©2022InformationResourcesInc.(IRI).Confidentialandproprietary.22angingShapeangingShapeoftheCPGDemandCurve•Privatebrandsrepresent17.5%oftotalshopperdollars,asignofrecoveryaftermaneuveringthroughthesupplychallengesthatnegativelyimpactedtheiron-shelfavailabilityintherecentpandemicyearsafterdecadesofgrowth.•Growthofprivatebrandsisunevenamonggenerationalcohorts,segmentedbyaffluency.•PrivateBrandLoyaliststendtobeolderandshoppingforlargerhouseholds;54%ofPrivateBrandLoyalistshavehouseholdincome<$70K.•Shoppersloyaltoprivatebrandsaremoreengagedintheshoppingprocess,spendmoretimereadinglabelsandtheygenerallyenjoygroceryshopping.ButPrivateBrandLoyalistslagNameBrandLoyalistsintotaldollarsspentandtrips.•Topgrowingedibleprivatebrandcategoriessupportsnackingandconvenience,whileavarietyofstorebrandgrowthpocketsareoccurringacrossnonedibledepartments.ngOpportunities•ThemostsuccessfulstorebrandprogramsfunctionsimilartoCPGcompanies,includingretailercommitmenttosupportingtheirbrandsbeyondproductionwiththefourP’s,includingpackaging,promotions,placementandpricing.•Storebrandsinfluencewheremanyshoppersshopandshouldreflectthestore’smissionandstrengthsandbeincludedinmarketingandpromotions.•PrivateBrandLoyalistsindicatethattrustinthebrandisakeypurchasedriver.Retailersshouldleveragetrustintheirmostpopularproductstoencouragetrialofotherstorebrandoptions.•Towatch:LimitedAssortmentValueRetailershavegainedtheattentionof22%ofshopperswhoengagewiththeseretailerstosavemoney.2eportprovidesanupdateonthestorebrandlandscapeandidentifiesretaileropportunitiestoincreasedemandfortheirownbrandandprivatebrandofferings.marytedtostorebrandalsoasprivatebrandorlproductsduringlengingeconomictimesandrtaintywoulddicatethatgrowthofprivateandsshouldbeoutpacingatofnamebrandproductsdestgainshavemadeinprivatelabelsoftheconsumerwalletwsofinflationstatisticsictionspivotsconsumerstoa“recessionmindset”dpendingandRecessionPutsConsumersina“RecessionMindSet,”ResultingInMoreCautiousandIndex*TheMichiganConsumerSentimentIndex(MCSI)isanationalsurveyof500householdsconductedbytheUniversityofMichigan.Thepurposeofthesurveyistocollectinformationaboutconsumerexpectationsregardingtheoveralleconomy.3ionContinuestoRemainptemberFoodBeverageIncludingFreshPriceInflationbyMonth,%Changevs.PriorMonth/MULOCNote:Dollar-weightedpricechangeacrosscategories(excludesanymixeffectsandbasedonreleasableUPCs.Source:IRIMULOCPOSdataending10/23/22.IRIClientEngagement.4ATHOMEAWAYFROMHOME•Quicktripsgrowing~4xvs.othertypes•Icecreamfreq.backto2019levels;iftsatoflevels•MassandClubwinningvolumeshare•Walmarttripgrowth2.2xofMULOATHOMEAWAYFROMHOME•Quicktripsgrowing~4xvs.othertypes•Icecreamfreq.backto2019levels;iftsatoflevels•MassandClubwinningvolumeshare•Walmarttripgrowth2.2xofMULO•FromLiquidLaundryDetergent(-9.5%)•Foodstorageboxes+41%•PremiumF&Bbrandslost0.7sharepoints•ValuebrandswinninginRfg.Entreesand•GrowthforPLin~75%ofallcategories•PLgrowthstronginstaplese.g.,eggs,lkbuttertoiletpaperpapertower•Espressomakers+16%•Mokapots+32%Grocery(SeekDeals)andConvenienceValueChannelsLeftovers&LessWastePremiumMainstreamValueNationalBrandsPrivateLabelBulkValueforPrioritiesLower-TicketItemsBuyAway-From-HomeQualityforAt-HomeIndulgenceBuyDIYAt-Home•Fromtakeoutordiningout1-2x/weektohavingmealsathome•DinnerTraffic-6%;Trips-2%•ExtendedTimeBetweenVisitsQuickServeFoodCasualRestaurantsConven.StoreFood(seekmorevaluemeals/deals)TradeDowntoEssentialsTradeUptoAffordableLuxuriesUseMultiplendinPressureddBehavioraleShoppersCasualingDo-It-CasualingDo-It-Yourself5ServicesflationaryTimeStoreBrandsGainedModestDollarShareTotalDollarSales(NameBrands+StoreBrands)$830B$930B$970B$1,038BAllOutletStoreBrandandNameBrand$SharereBrandreBrandreofTotal6Source:IRIConsumerandShopperInsightsAdvantagem,TotalUS-AllOutlets,Latest52WeeksOct2,2022,NBDaligned6FoodandBeverageIsStrengtheningfoodShareIsStablearSharearShare7Source:IRIConsumerandShopperInsightsAdvantagem,TotalU.S.–AllOutlets,NBDaligned7ndConsumertoSomeDegree…WhetherTheyRealizeitorNot!NearlyAllU.S.HouseholdsPurchaseStoreBrandsFoodNonedible899ohortsvateLabelWeekDollarShareLSTOREBRANDDOLLESource:IRIOmniScanPanelm,TotalUS-AllOutlets,Latest52WeeksOct9,2022,NBDalignedELABELDOLLARSHAREPOINTCHANGEOWAffluencyBasedonPerCapitaIncomestEngagedwithPrivateBrandsSource:IRIOmniScanPanelm,TotalUS-AllOutlets,Latest52WeeksOct9,2022,NBDaligned10ritionAssistantProgram37%Millennial<→26%Boomers37%2137%SwitchingtoSwitchingtoaLowerCostBrandMoreOftenex0.3%DecreaseofSNAP36%Householdsfrom20236%WillWillSwitchtoStoreBrandItemsMoreOftenIndexSNAPHouseholdsasa%ofTotalU.S.HouseholdsSourceIRIOmnibusSurvey,June2022andU.S.DepartmentofLaborand/pd/supplemental-nutrition-assistance-program-snap/popclock@populationat333MotalStoreBrandDollarShareandPointotalStoreBrandDollarShareandPointChangeencyBasedonPerCapitaIncomePRIVATELABELDOLLARSHARECHANGE0.5PRIVATELABELDOLLARSHARECHANGEAsHouseholdIncomeIncreasesEngagementWithPrivateBrandsSubsidesnceofnamebrandandstorebrandproductsarethosethatwinwithconsumersasimilarfashiontonamebrandsotalStoreBrandDollarShareandPointChangeluencyBasedonPerCapitaIncomeSource:IRIOmniScanPanelm,TotalUS-AllOutlets,Latest52WeeksOct9,2022,NBDaligned12ialoomersSeniorsutsSeedsCornialoomersSeniorsutsSeedsCornNutsFZRFGdOilhnutsVinegardOilJelliesJamsHoneybleShelfStableCategoriesWhere“StoreBrandExclusive”ShareofBuyersIncreasedMost*retandgrowingtersandSeniorsandMiddleIncomeMillennialsBasedonanalysisoftop50Food&BeveragePrivateBrandCategoriesSource:IRIOmniScanPanelm,TotalUS-AllOutlets,Latest52WeeksOct9,2022,NBDaligned13and33%and33%stotaldollarsspent33%randsarsspentstsPredominantSwitchersandNameBrandLoyalistsStoreBrandShareofWalletSegments:Amongalloutletsshoppers,onethirdaremostcommittedtostorebrands,anotherthirdaremostcommittedtonamebrands,andathirdhaveagreatertendencytoswitchbetweenstorebrandandnamebrandpurchases.itchers33%dsandarsspentSourceIRIOmniScanPanel,TotalUS-AllOutlets,Latest52WeeksOct2,2022,NBDaligned14WhoistheStoreBrandShopper?eBrandtoeBrandtoLoyaliststendtohavelargerslowerarelessurbanhomeownersandarewhite.hererivatelabelisgreaterthanoftotaldollarspendareconsideredeBrandLoyalistsofNameBrandLoyalist59%62%68%72%68%72%55%59%55%59%36%36%46%70%77%70%77%andSwitchers%ts76%51%54%come51%54%Source:IRIConsumerandShopperInsightsAdvantagem,TotalUS-AllOutlets,Latest52WeeksOct2,2022,NBDalignedySayStoreySayStoreBrands33%27%27%35%29%29%erWhoaoreSourceIRIstoreBrandsThoughtLeadershipSurvey,September2022rBeforersEnterrBeforersEnterithWidespreadAcrossPrivatewhengroceryhoppingtbeforeatImgoingtoettothestoreSourceIRIstoreBrandsThoughtLeadershipSurvey,September2022sEnjoyShoppingandHuntingfortheLowestPricesPrivateLabelLoyalistsPrivateLabelLoyalistsAreMuchMoreEngagedWithPricendLoyalistEnjoyShoppingMorendLoyalistShoppingShoppingelySearchesstPricentsvsNBLoyalOverwhelmingntsvsNBLoyalntsvsNBLoyaldgetdgetWhenShoppingtionitionand+3pointsvs.NBLoyal-1pointvs.NBloyalComparabletoNBLoyalSource:IRIstoreBrandsThoughtLeadershipSurvey,September2022/CombinedSurveyQuestions18AllStoreBranddNameBrandibleSwitchersAllStoreBranddNameBrandibleSwitchersblekethemosttrips.leNamestsareshoppers.sTOTALSTORErandranduseholdsSwitcherserertripipsperbuyerrandranduseholdsSwitcherserertripipsperbuyerrandranduseholdsSwitcherserertripipsperbuyerSourceIRIOmniScanPanel,TotalUS-AllOutlets,Latest52WeeksOct2,2022,NBDaligned19IEDIEDceExperiencewithBrandrantITrustIEDIEDceExperiencewithBrandrantITrust.PackagePortabilityHomeCleaningsignificantlyhighertedrformanceiceust4.NumberofSymptomsAddressed*ExperiencewithBranductPerformanceBrandITrust*PriorExperiencewith.NumberofSymptomsAddressedPrescriptionMedicationteWithExpandedFlavorsandProductAttributesPrivateLabelLoyalistsPL/NameBrandSwitchersNameBrandLoyalists ceust redientListExperiencewithBrandiceustientListExperiencewithBrandFoodandBeveragendITrust4.PriorExperiencewithBrand*5.FlavorVarietyOptions1.ProductPerformance*1.Price1.ProductPerformance2.ProductPerformance2.PricePriorExperiencewithBrandBrandITrust4.PackagePortability4.PriorExperiencewithBrand5.BrandITrust5.PackagePortabilitynsefactor1.ProductPerformance*2.BrandITrust*e.PriorExperiencewith5.NumberofSymptomsAddressedSource:IRIstoreBrandsThoughtLeadershipSurvey,September202220toreBrandLoyalists9%%%%% rgentoConditionertoreBrandLoyalists9%%%%% rgentoConditioneringcks8%%%%%StoreBrandSuperiorSBandNBSimilarNameBrandSuperiorsNameBrandSuperiority rgentoConditioneringcksameBrandLoyalistsStoreBrandSuperiorSBandNBSimilarNameBrandSuperiorsmanycategoriesStoreBrandLoyalistsaremorelikelythanNameBrandLoyaliststoperceiveytonamebrandsSlightlymoreNameBrandLoyalistsbelievenameeriorrelativetoStoreBrandLoyalistsperceivingthatnamebrandsaresuperiorSource:IRIstoreBrandsThoughtLeadershipSurvey,September2022;Statisticallysignificantdifferencebetweencolumnsatthe90%confidencelevel21oreBrandSalesiblethanexpectedgiventhechannelsshareoftotaledibleannelshavehigherthanexpectedshareofstorebrandnonedibleeBrandDollarSharePointChangevsYAChannelsShareofStoreBrandIndexedtoChannelTotalShareNote:Privatebrandshareofomnichannelsales.E-commerceisnotlistedseparatelybecauseinPOSdatamuchofthee-commerce,salesarecapturedinbrickandmortarreporting.E-commerceisanotherbuyingavenueamongstandardchannels,notreportedasaseparatechannel.Source:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDalignedhasesAcrossAllChannelsPurchasing53%ofSBEdiblesand44%ofSBNonediblespropensitytopurchaseprivatebrandsregardlessofchannelshoppedpropensitytobuyprivatebrandnonedibleitemsThissuggestsandselectionofstorebrandsmaybeakeydriverfortheStoreBrandLoyalistsegmentgraphyTotalU.S.graphyTotalU.S.IndextoTotalHouseholdStoreBrandsShareforChannelEdibleNonedibleEdibleNonedibleEdibleNonedibleNBLoyalistsSwitchersSBLoyalists50549110215516052598994143144475389961641696664969512513178761041061241247162110116150164hinChannelEdibleNonedibleAllHouseholdsOutletsOutletsSource:IRIConsumerandShopperInsightsAdvantagem,TotalU.S.-AllOutlets,Latest52Weeks,Oct2,2022,NBDaligned;WalmartincludedinMass,Channelaggregated.+10%Hair$SalesGrowth+10%Hair$SalesGrowthngeYACare2Towelettes49%20Accessoriesss42%0+29%CosmeticStorage$SalesGrowthangesYATowelettes49%2thcts48%3tonBallsabs42%0meticStorage41%8dysrs%reinThatCategoryointChangedkdkSource:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDalignedStorebrandlaundrydetergenthasamodestStorebrandlaundrydetergenthasamodestangesYA1seholdeanerCloths3CleaningToolsMopsBrooms0gesScouringPads0AirFresheners-15%dollarsharegain,yetgrewdollarsales+25%despiteverystrongnamebrandcompetitorsngeYAgToolssBrooms0undrynt1AirFresheners-1ldleaner11eholdCleanerClothsGainShareointChangeSource:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDalignedDollarDollarsalesgrowthacrosscategoriesreflectsconsumers’currentbalanceoftimeathomeandtimeawayfromhome.Salesgrowthoftightsreflecttimeawayfromhome;disposabletablewarecouldbeeitherconvenienceathomeorenablingaway-from-homeconsumption.ngeYAiletTissue3s%1nd%12TrashBags41%1angesYATights3sableTableware2ves9psand1apkins47%1OutoftheHouseointChange*glovesincludedisposablegloves,sports,workandcold-weathergloves.Source:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDaligned26angesangesYAAnti-Smokingcts%0BabyWipes40%1Gastrointestinal-1Accessories1onalThermometers7Storebrandhomehealthkitsalesandshareiswaning(-10points)whilethecategory’soveralldollarsalescontinuestogrow+43%vs.yearago.ngeYAtory6%-1Vitamins0astrointestinal-1Analgesics00OtherCategoriesRemainRelativelyFlatointChangeSource:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDaligned27sWhereStoreBrandSalesMMYE10/9/22sWhereStoreBrandSalesMMYE10/9/22Spreads–Refrigerated%4urters1Appetizers/SnackRolls–FZ2Oil44%3able4%2ryFZRFG1ateCandy0adDoughFZ3%2es2FoodDepartmentexcludesallshelfstableandrefrigeratedbeverageexceptrefrigeratedmilksSource:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDaligned28Storebrandsinsnackingcategoriessuchasrefrigeratedspreadslikehumus,frozenappetizersandshelfstablemeatlikepepperoniandsausagethataresuitableforcharcuterieboardgrazing,areridinghighonthesnackingtrend.andMeatssWhereStoreBrandSalesMMStoreBrand$SharesWhereStoreBrandSalesMMStoreBrand$ShareofCategory1CoffeeCreamerShelfStable5%6s3ttledWater3FruitDrinksShelfStable0aMixes1LiquidDrinkEnhancers7%2rbonatedBeverages0Coffee11Includesallshelfstableandrefrigeratedbeverageandexcludesalcoholandrefrigeratedmilk.Source:IRIOmniScanPanelm,TotalU.S.-AllOutlets,Latest52Weeks,Oct.9,2022,NBDaligned29Theenergydrinkscategoryisdominatedbynamebrandcompetitors,butprivatebrandhavefoundanavenuetogrowth.Privatebrandcoffeecreamershavebeencompetingwithnamebrandsformanyyearsbutcontinuetoinnovateandgainshare.ereItHasHadaStrongPresenceTohelpconsumersflightinflation,WalmartisTohelpconsumersflightinflation,WalmartisprovidingThanksgivingbasicsforthe2021price,includingturkey,ham,potatoesandstuffing,aswellasfavoriteslikeready-to-heatmacandcheeseandpre-madepumpkinpie.SavingsapplytoholidaymealsthroughDecember26,2022.Source:/newsroom/2022/11/03/walmart-is-helping-customers-set-the-table-this-holiday-season-with-this-years-thanksgiving-meal-at-last-years-priceLidlmealsfeedupto10peopleandLidlmealsfeedupto10peopleandaremodeledafteritemsselectedbytheAmericanFarmBureauFederationforitsannualThanksgivingDinnerCostSurvey.22%22%ofshoppersreportthey’reshoppingvaluegrocerslikeAldiandLidltosavemoneySource:OmniConsumerSurvey,September13-22,2022,base821primaryshoppersaged18+;/pressreleases/2022/lidl-thanksgiving-basket-2022;https://www.aldi.us/en/products/thanksgiving/leareparticipatingintheholidaymealTotalYoungerllennialAge32OlderllennialAges-40Ages41-56YoungeromersAges65OlderomersAges-75reesSeniorsAgesecial stforHHda lwith extendedfamilywhodoesnotlivewithmedawithfriendsTraveloutofmytetoattenda brationatsomeoneelse'smeanvingtablestoforGenZandyoungerMillennialsstconsumers,seniorsandretireescipatepeopleatthetable.pers22%ofshopperssaythey’reshoppinglimitedassortmentvaluegrocerslikeAldiandLidltosavemoney24%oftotalfoodchannel*edibleshareofwalletspentinLAVRamongLAVRshoppers49%oftotalfoodchannel*storebrandedibleshareofwalletspentinLAVRamongLAVRshoppersLAVRisasubsetofFOODChannelinOmniScanPanelSource:IRSurveyandIRIOmniScanPanelm,TotalUS-AllOutlets,Latest52WeeksOct9,2022,33GrabandgosnackingGrabandgosnackingatherbrandincludeserdesserthummuswithpretzels.holeFoodskickedoffwithproductsthatsupporthealthyresolutions,ndwithConvenience,orAdventurerotcydillHot”potatochips.rDemandnvenienceandMealShortCutsturesaselectionofMeatballswithRomanocheese.rsP