The Private Label Manufacturers Association (PLMA) has officially announced that January 2025 will mark the first-ever Store Brands Month. This initiative, designed to highlight the strengths of store brands, is a collaborative effort involving retailers and manufacturers aimed at promoting the quality, value, and innovation of private labels to consumers.
PLMA President Peggy Davies unveiled the details of this month-long campaign during the “Store Brands Phenomenon 2024 – Empowering the Retail Industry” session at the recent Private Label Trade Show held in Chicago from November 17-19. The core goal of Store Brands Month is to enhance consumer trial and awareness by emphasizing the positive characteristics of store brands. This includes focusing on attributes such as affordability, accessibility, ethical production, and innovation across all product categories, both in brick-and-mortar stores and e-commerce platforms.
The importance of this initiative cannot be overstated. In recent years, store brands have gained significant traction. For instance, according to PLMA, annual sales of private labels have surged by 41% over the past five years. Projections for 2024 indicate that sales will surpass a staggering quarter trillion dollars, marking a historic high for private brand revenues. This growth can be attributed to several factors, including increased consumer confidence in private labels and an evolving perception that they can be just as high quality as national brands.
Pam Ofri, Director of Product Development and Operations at Wakefern Food Corp., emphasized the strategic potential of Store Brands Month. With a portfolio boasting over 5,000 products, including well-known brands like Bowl & Basket, Wholesome Pantry, and Paperbird, Wakefern plans to leverage this campaign to promote its own-brand offerings. “Store Brands Month provides an excellent opportunity to elevate the conversation around store brands and entice more shoppers to consider these valuable options,” said Ofri.
This month-long initiative will involve robust promotional strategies to create buzz and excitement among consumers. Participating retailers will devise plans that include in-store promotions, digital advertisements, and outreach via various social media channels. Such efforts are set to not only raise awareness about store brands but also emphasize the convenience and value they offer to today’s price-conscious consumers.
Peggy Davies remarked, “The time is right to bring greater visibility among consumers to our thriving industry. By coming together with our partners during a month-long campaign, we can further expand the presence and strength of private brands, the largest consumer packaged goods category in stores.” This collaborative approach aims to enhance consumer engagement and drive sales around private label products, which traditionally might not receive the same marketing push as leading national brands.
To better equip PLMA manufacturers, brokers, and suppliers, the association is providing a Store Brands Month toolkit. This resource offers information and guidelines necessary to maximize participation and develop effective promotional tactics. With over 4,900 member companies represented worldwide, PLMA is well-positioned to leverage collective resources to ensure the success of this initiative.
The significance of store brands in the retail landscape continues to grow. With customers increasingly showing interest in sustainable and ethically produced goods, private labels that align with these values are likely to be at the forefront of consumer choices. For example, brands that prioritize environmentally friendly practices and transparency in sourcing can attract a large segment of the market concerned with ethical consumption.
Retail giants like ShopRite, a member of the Wakefern cooperative, are set to actively participate in this campaign. ShopRite operates nearly 280 supermarkets across multiple states and serves millions of customers weekly. The store’s collective endeavor during Store Brands Month could significantly impact its customers, many of whom may be unaware of the breadth and quality of store brand options available to them.
The trajectory for store brands suggests a bright future, with consumer attitudes shifting favorably towards these products. As Private Label Month unfolds, it will be interesting to observe how retailers and manufacturers capitalize on this opportunity to enhance brand visibility and consumer loyalty.
In conclusion, the upcoming Store Brands Month promises to catalyze a significant shift in consumer attitudes towards private labels, highlighting them as a competitive and worthy choice in the marketplace. As collaboration and innovation set the stage for retail growth, this initiative will likely pave the way for further advancements in the private label sector.
