• Brandweek, Monday, June 8, 2009 11:15 AM

Sales of store-branded products are still growing, but not as fast as they were when we were in the eye of the recession, analysts say and Elaine Wong reports. In fact, Nielsen data show that private label actually lost a 0.8 unit share point year-to-year in the food, drug and mass channels during the four weeks ended April 18.

"Private [label's] growth, while still a major concern, does appear to be easing somewhat, albeit at higher sustained share levels," Heinz CEO Bill Johnson notes.

Sanford C. Bernstein analyst Alexia Howard posits the theory that the rise in private label is not directly tied to economic circumstances, though consumers may be more prone to trade down when times are bad. Much of the gains stem from "sticker shock" to rapid and sudden food price increases, she feels.

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