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Store brands post strong performance across mass outlets

BY Michael Johnsen

A new report by Nielsen posted Wednesday by the Private Label Manufacturers Association found that sales of store brands jumped by nearly 10% last year in mass merchandisers, club stores and dollar stores, while the mass channel came closer to overtaking traditional supermarkets as the place where consumers buy their groceries.

Total sales in the mass channel reached $305 billion vs. $324 billion in supermarkets. Sales of store brands in the mass channel increased sharply in both dollars and units, according to nationwide sales data collected by Nielsen. Dollar sales of private label were up by 9.3% while unit sales rose by 9.1%.

Overall sales in the mass channel during 2017 grew by 1.3% for dollars and 1% for units.

The mass channel is an ongoing store brands success story, PLMA noted. Since 2015, annual store brand dollar sales in the sector have increased by $7.5 billion, a gain of +15.8%.

During 2017, store brand sales across all outlets measured by Nielsen came in at $122.3 billion, up 2.7% from $119.1 billion, while units moved up 1.6% to 44.6 billion from 43.9 billion.

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