- 100% Whole Grains
- Non GMO Verified
shown both growth and potential. Organic private
brands have been some of the top performers at Safeway (O Organics) and Kroger (Simple Truth). Even hard
discounters such as Aldi have prioritized organic house
During a recent 52-week period, organic products constituted only 6% of private-label sales in the major categories of beverage, general food, refrigerated and frozen.
But they showed growth of half a percentage point in that
time period, rivaled only by premium products, according
to IRI data cited in an FMI report, The Power of Private
Brands. That report also states that private brands repre-
sent 20% of all food and beverage products, but 30% of
all organic products.
Baker of FMI sees potential for even more private-brand
segmentation, for niches such as transparency, local production and “free-from” products.
Segmentation “is absolutely a valid strategy because no
consumer is equal,” Baker says. “They all have their own
needs. The best thing about private brands is [that they]
allow you to provide solutions for each of those needs.”
Segmentation increasingly describes food retailers, not
just their brands. And more of that is coming. Aldi has
become a discount powerhouse by depending almost
entirely on private brands, to the point where national
brands are nowhere to be found on its shelves.
“Anyone who has ventured into an Aldi has experienced the somewhat creepy feeling that you are in a
The best thing about private
brands is [that they] allow you
to provide solutions for each
one of those needs.”
—Doug Baker, FMI