Slowing Economy Fails To Ignite Private Label Sales In U.S.

Despite the economic slowdown and harder times for U.S. consumers, not all private label products are seeing gains in sales, according to speakers at the Private Label Manufacturers Association’s 2013 Private Label Trade Show. Overall, private label’s reputation among consumers has improved, according to Todd Hale of AC Nielsen, citing a study that consumers preferred Kirkland’s Ultra Clean detergent over national brands, such as Tide Pods. Sales of private label women’s fragrances declined 21 percent in 2012, while laundry detergents fell 9 percent; however, deodorants increased 18 percent and cosmetics rose 14 percent. Retail specialist Harold Lloyd offered PLMA attendees some tips on how to promote their private label products to customers including securing company and store executives’ support for private label products and displaying own-brand products in prominent in-store locations.