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1、 2022 Information Resources Inc.(IRI).Confidential and proprietary.November 29,2022Private Brands:Look Whos Buying NowPrivate Brands 20222 2Executive SummaryHistorically,consumers have navigated to store brand(also referred to as private brand or private label)products during challenging economic ti

2、mes.Current inflation and economic uncertainty would indicate that growth of private brands should be outpacing that of name brand products yet only modest gains have been made in private labels share of the consumer wallet.The Changing Shape of the CPG Demand CurvePrivate brands represent 17.5%of t

3、otal shopper dollars,a sign of recovery after maneuvering through the supply challenges that negatively impacted their on-shelf availability in the recent pandemic years after decades of growth.Growth of private brands is uneven among generational cohorts,segmented by affluency.Private Brand Loyalis

4、ts tend to be older and shopping for larger households;54%of Private Brand Loyalists have household income 27%of total dollars spent 33%33%Store Brand LoyalistStore brands 17%and 27%of total dollars spent 33%33%PredominantSwitchersStore brands 17%of total dollars spent 33%33%Name Brand Loyalist15Who

5、 is the Store Brand Shopper?Source:IRI Consumer and Shopper Insights Advantage,Total US-All Outlets,Latest 52 Weeks Oct 2,2022,NBD alignedStore Brand Loyalists,relative to Name Brand Loyalists,tend to have larger households,lower income,are less urban,are homeowners and are white.Households where pr

6、ivate label is greater than 27%of total dollar spend are considered Store Brand Loyalists:Name Brand Loyalists:17%27%of Name Brand Loyalist%of Store Brand Loyalist59%62%54%55%77%76%36%68%72%51%59%70%67%46%1-2 Person HHNo KidsMillennial/Gen XUrbanWhiteOwn HomeHH Income$50MMStore brands in snacking ca