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November 23, 2020: 12:00 AM EST
Consumers looking for healthier foods and for more label transparency are increasingly finding these characteristics among grocery store private label brands. Store brands were doing well before the pandemic, but COVID-19 pushed the trend into overdrive, even as some shoppers turned back to name brands for familiar comfort foods. Supply shortages, however, and concerns about costs, led consumers to try private labels, and they often found they liked them. Some retailers, including Target and Trader Joe’s, continue to do well with their own food and beverage brands, Others – Amazon and Whole Foods, for example – have faltered in their experiments with house brands. It all comes down to consumer preferences – for savings, selection, variety, comfort, quality, healthfulness, etc. – which can be hard to predict.
Louis Biscotti, "Private Label Soars During Pandemic, Battling Brands", Forbes.com, November 23, 2020, © Forbes Media LLC
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