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1、Fighting backagainst privatelabel onlineHow eCommerce leaders can earn afairer share on the digital shelf throughinfluence,activation and partnershipsSEPTEMBER 2024Executive summaryRetailers are increasingly giving preferred placement to private labels in onlinesearch as a way to maximize profits an

2、d win with value-conscious consumers.However,over-showcasing private label could put category growth at risk.CPG brands must embrace their role as category advisors and help retailpartners develop a private label strategy that balances profit,growthand consumer choice.CPG sales leaders must work clo

3、sely with marketing teams to ensurethat everything is being done to differentiate against private labels onthe digital shelf.Fighting back against private label online2Boosting private labels organic share ofpage 1 search doesnt always translate intoproportionally larger sales increases forprivate l

4、abel products.Sales leaders shouldnt shy away fromdiscussing private label search in JBPs andretail media negotiations,ensuring theirbrands get a“fair share”of organicplacement as a reasonable ask in return formedia and trade commitments.Private label may win on price,but nationalbrands have the adv

5、antage when it comes todeveloping differentiated content andinnovations because they deeply understandthe consumer.While increasing private labels onlinepenetration may help retailer merchants hitprofitability goals,it could undermine categorygrowth and digital penetration objectives.Profitero found

6、 that overall year-on-yearcategory growth was 5pp higher in categorieswhere private label sales share had declinedand Page 1 search share was lower.CPG brands must accelerate the practice ofeCat Man and upskill teams on how tocombine digital shelf(search)analytics andomnichannel sales data for JBPs.

7、Currentlyonly 52%of brands bring eComm insights intoJBPs.Brands that are set up to quickly adjust retailmedia bidding based on digital inventory andprice signals also have an advantage.Forexample,Philadelphia Cream Cheese hascapitalized on competitive inventory outages towin new-to-brand buyers and

8、maximize budget.Fighting back against private label online3What brands need to winProfitero solutionsData to better educateand influence retailersabout private labeltrade-offsOrganic&paid search analytics for entire categoriesacross 1,200+retailers to track private label trendsAsk Profitero AI tools

9、 to quickly curate insights that willeducate your retail partners on share of page 1 andcategory implicationsDaily detection of new private label items being launchedon the digital shelf and increasing search presenceIntegration with Circana omni sales&share data tounderstand category growth implica

10、tions from increasedprivate label share of searchBetter digital shelf andretail media activation toprotect the premiumvalue of your brands andcreate barriers toswitchingPricing Ability to track daily price changes and price gapsbetween national brands and private labels,as well aspromotionsContent R

11、etailer and category specific keywordrecommendations,benchmarks and consumer reviewsinsights to boost organic search performance and makeproduct pages stand apart from private label listingsShelf Intelligent Media Ability to integrate digital shelfsignals into automated paid bidding to maximize effi

12、cienciesand win more new-to-brand shoppersPartnerships to help youbuild more effectivenegotiation strategieswith retailers and elevateyour Cat Manorganization and JPBsProfitero Advisory services that address online share gainsfrom private label brands by assessing the size of theproblem,creating a r

13、etailer-specific mitigation playbook anda 6 month action plan.eCategory management training programs&workshops toboost digital data analysis skills and omnichannel JBPsAs the worlds#1 digital shelf analytics company,Profiterouniquely combines data,technology and expertise to help CPGbrands better co

14、mpete against private label products in theomnichannel retail environment.1.Inflation:Food prices in the U.S.,for example,rose 25%from 2019 to2023,spurring consumers to trade down to lower cost private labeloptions.Retailers must ensure they have a wide selection of lower-costalternatives to keep bu

15、dget-conscious shoppers loyal,especially asdollar stores and discounters take share in the market.2.Investment.Retailers have substantially increased investment inprivate label brands over the years to boost quality and consumerperception.For example,Walmart recently introduced bettergoods totarget

16、shoppers seeking healthy,low-cost grocery products.Target hasled the industry when it comes to offering a selection of private labelproducts that rival the quality of national brands.3.Incentives.Though regional differences apply,in the U.S.,retailers aremore incentivized than ever to sell private l

17、abel brands because theyoffer better margins at a time when operational,supply chain and laborcosts are surging.Over the last few years,consumer consumption hasdeclined across most CPG categories;when demand declines,squeezing every ounce of profit becomes more essential.How did we get to this point

18、?Introduction:Sizing the private label threatThe private label*battle between retailers and brands is a tale as old astime.But over the past year,as private label growth has outpacednational brand growth,brands have increasingly treated private labelcompetition as a more urgent threat.This is especi

19、ally true in the digitalshelf environment,where private label brands are increasingly crowdingout national brands in online search results.*For the purpose of this paper,were using the term“private label”interchangeably with“own brand”or“store brand”.Fighting back against private label online4Brands

20、 that ignore the accelerating private label threat on the digital shelf are at risk oflosing substantial market share that will be difficult to regain,and the time to act isnow.To help your brand compete effectively,we have created an action plan foreCommerce leaders with insights to influence,tools

21、 to activate,and partnershipstrategies for the long term:Call to action1.Influence:Use data to educateretailers about thetradeoffs andpotential negativeconsequences thatcan result fromover-representingprivate label brandsin categories.2.Activation:Lead your teams totake holistic actions toprotect th

22、e premiumvalue of your brand andcreate barriers toswitching.3.Partnerships:Build more effectivenegotiation strategiesthat empower yourteams to advocate foryour brand andfacilitate win-winstrategizing withretailer partners.These factors add up to a series of concerning data points for brands globally

23、:Sources:WSJ,Statista,Bazaarvoice,CircanaPrivate label share ofdollar sales hit an all-time high of 22%inthe US last year.44%of US consumers havepermanently switched theirstaple grocery products to privatelabel brands.Private label share iseven higher in Europe,with 52%of UK valuesales coming from p

24、rivatelabel brands in 2023.UK shoppers also continue toswitch to private label brands,with their volume share reaching64%,representing growth of3.6%vs.a volume decline of3.9%for national brands.Fighting back against private label online5One of the first ways eComm leaders canfight back against priva

25、te label brands is byunderstanding and exposing the unintendedconsequences that can result when privatelabel brands overrun national brands on thedigital shelf.For decades,the practice of categorymanagement has been focused on finding thesweet spot where the consumer,brand andretailer all win in ach

26、ieving their goals.Now,a new generation of eCategory managementmust extend these same principles to thedigital shelf.Challenging private labelassumptions is a good place to start.Part one:Insights to influence1A retail merchant might reasonably assume that increased private label penetration isalway

27、s good for the category.After all,private label products present better value forthe consumer(and thus are more in-demand).In fact,private label penetration doesnt necessarily correlate with better onlinecategory growth.Profitero partnered with Circana to study 27 categories across 3 majorUS retaile

28、rs and found that overall year-on-year category growth was 5pp higher incategories where private label share of dollar sales had declined.Private Label online share growth doesnt always=online category growthWhile improving margin percentage is a compelling prospect,it can prove shortsightedif it re

29、sults in overall dollar sales declines.This can be especially damaging if it in turnreduces the retailers dollar share of national online category sales.If increased private label sales doesnt equal greater category growth,some importantquestions must be asked:How much real estate should private lab

30、el products get on the digital shelf relativeto national brands?1.Could over-emphasizing private label products in retailer search results be hurtingcategory growth?2.Are retailers too over-confident in thinking that private label products are always inmore demand?3.Category growth,YoYCategories whe

31、re PL$share DECLINED21%16%Categories where PL$share INCREASEDFighting back against private label online7Average category$growth by change in Private Label$shareOver the past year,private label products have increased their share of page 1 searchby an average of 40%across 9 CPG categories in the US,a

32、nd by 11%across 6 CPGcategories the UK.This is akin to giving private label products 2 to 3x more eye-levelfacings on the physical store shelf.Whether thats a result of retailer algorithms makingautomated adjustments,or human merchants trying to“game the system”,the fact isthat private labels are mo

33、re visible now than they have ever been before.Example:50%of the top 8 search results for a high-traffic search term on a major US retailers websiteare private label productsSee appendix for category breakdown of private label share of page 1 changeLarge gains in page 1 search big sales share gains

34、for private label brandsFighting back against private label online8Winning the top spots in online search has taken on outsized importance.The rise ofmobile shopping means that“page 1”for a consumer is often just the first 4 products.Products purchased before also often appear higher in search,furth

35、er reducingcompetitive space.And competition for sponsored search is on the rise,with Profiterofinding that the number of brands competing for page 1 sponsored spots is up 9%and36%year-on-year at U.S.and U.K.retailers,respectively.These dynamics combine to amplify the upside growth available for bra

36、nds that canhold down the top organic spots.And of course,being left out is more costly than ever.Given Profitero has found that a products sales double when moving from page 2 ofsearch results to a top 5 spot on page 1,one would expect a large gain in visibility forprivate label brands to have tran

37、slated into a higher share of sales.But this has notbeen the case,as the chart below shows:Source:PL$share of category/dept/aisle-Circana;PL share of page 1 search-Profitero.4 week period05/06/2024 through 06/02/2024 vs.same period in 2023.Search keywords:Pasta=“pasta”;Frozen Food=“frozen appetizers

38、“,“frozen dinners“,“frozen food“,“frozen french fries“,“frozen fries“,“frozen meals“,“frozen snacks“,“frozen tater tots“,“frozen tv dinners”;Candy=“candy”,“chocolate”Category/RetailerChange in PL share of$sales(pp)+1.8+0.8+1.8Change in PL share of page 1search(pp)+26.5+7.3+5.9Pasta/major US grocerFr

39、ozen Food/big box storeCandy/big box storeFighting back against private label online9Private Label category$share change and Page 1 search share changePrivate label share of page 1 for pasta increased by a whopping 26.5 percentage pointson a major U.S.grocers website yet private label dollar sales s

40、hare only increased by1.8 percentage points.And private label frozen food and chocolate products,despitesizable increases in page 1 share,also only achieved small sales share gains.Lets re-examine the data from earlier,showing that categories where private labeldollar share declined had higher year-

41、on-year category growth.As it turns out,in thosefaster-growing categories,private label products had smaller gains in page 1 realestate.This suggests that in some categories,limiting private label dominance insearch may be the best strategy to maximize category growth.This analysis is only a teaser

42、of whats possible by applying an eCommerce lens tocategory management.At Profitero,we foresee a future where category managers willbe able to analyze sales,profit,basket size and frequency changes due to digital shelfpositional changes similar to how its done on the physical planogram today.A fewlea

43、ding CPG brands are already ahead of the curve and were the inspiration for theanalysis you see in the paper.Category growth,YoYCategories where PL$Share DECLINED21%16%Categories where PL$Share INCREASEDChange in PL page 1 share,YoY+1.1 pp+6.1 ppFighting back against private label online10Average ca

44、tegory$growth and Private Label search share growth byPrivate Label$share changeMany brick&mortar retailers want to win a greater share of spend with the growingpopulation of“digitally influenced shoppers.”A digitally influenced shopper can bedefined as someone who uses a digital experience(whether

45、it be a retailer website,app,social media)in the process of researching or considering a product,no matter howor where they buy it.According to a 2023 shopper research study by Profitero,8 out 10shoppers identify as digitally influenced,raising the stakes for retailers and brands toprovide a seamles

46、s end-to-end shopping experience that transcends both digital andphysical touchpoints.A few leading retailers have set eCommerce penetration goals for their categorymerchants to incentivize them to win digital shoppers.For that to happen,thesemerchants must ensure the right selection of products are

47、 presented high up in searchresults,or else the digital shopper may think theyre not being offered by the retailerand seek what they need elsewhere.In short,search is the new“first moment of truth.”While private label brands may be the selection a merchant prefers to present insearch,it doesnt neces

48、sarily mean its the option most likely to convert the digitalshopper.Private label may not be the best way to achievedigital penetration goalsA CPG executive we interviewedfor this paper said it best:“A shopper may know and trust aprivate label brand,but manufacturershave developed equity over time

49、andthe chance of converting is muchhigher vs.lesser-known brands.Whenyou get someone to the dance,youvegot to deliver.”Fighting back against private label online11Private label stats will vary widely by retailer andcategory,so eComm leaders should work with their teamsto personalize this analysis as

50、 a first step.If a team finds evidence to suggest that their brand(and/orthe wider category)is being shortchanged on the digitalshelf,what then?Its easy to assume that retaileralgorithms are optimizing search results based onconsumer preference;and for retailers where searchresults can sometimes be

51、influenced by merchants,itseasy to assume intentionality.But the fact is:algorithmsand humans are flawed,and retail merchants are too busy,too overworked and too inexperienced with eCommerce toquestion algorithmic search placement behavior.That doesnt mean brands should accept the status quo.By embr

52、acing digital category management principles andusing digital shelf and online point of sales data to tracethe relationship between page 1 search and categorysales,national brands can potentially influence outcomesin their favor.Here are 5 tips:The value of a categorymanagement perspective1.Ask the

53、retail buyer what role private label plays in their category and howtheyre goaled and measured.This is key in defining who you can influence and who may be a brick wall.Someretailers,like Costco,mandate that private label comprise 25-30%of their categorymerchandising,which may make it harder to infl

54、uence them.Costco has built up brandequity with its private label Kirkland for years,so emphasizing it in search may be anacceptable practice across some categories.Other retailer merchants,however,areincentivized by sales and profits.If these merchants are pushing you as a supplier fornot deliverin

55、g enough growth for the category,then you have a right to push back onwhether private label priority placement is doing whats needed to hit the target.Fighting back against private label online123.Partner with retailers to better understand tactics that will improve earnedsearch placement.For exampl

56、e,are there high-traffic keywords you should be capitalizing on to rankhigher?Is your content failing to achieve content quality scores and thus beingpenalized by not appearing in search?4.Open the doors to strategic assortment discussions.Instead of allowing private label products to become the def

57、ault choice for theconsumer,explore opportunities to address price/pack size gaps.Online,retailers andbrands have the flexibility to offer a larger assortment of bulk packs and value bundlesthan in-store.Brands should also use private label as a jumping off point forstrategizing on product offers th

58、at can appeal to premium shoppers too,and discussways to use search as an upsell mechanism.5.Dont be afraid to push back.Why should retailers expect your brands to invest more in retail media,promotions,ortrade if your items arent getting at least their fair share of organic search?Are thereaddition

59、al high-traffic pages where the retailer can merchandise your products moreprominently?Use your spend leverage to your advantage.2.Keep a vigilant eye on manual search manipulation,a.k.a.“Pinning”“Pinning”happens when a retail merchant team manually overrides the searchalgorithm to control where cer

60、tain products(including private label)are placed insearch results.Its easy to see when this is potentially happening by using Profitero totrack organic search movement.For example,using Profitero a large confectionarybrand was able to see that a retailer was pinning certain products in the categoryb

61、ecause products did not change search rank at all across a period of weeks,whennormally you would see more dynamic change as sales fluctuate.Fighting back against private label online13“Consumers frequently reject a lack of choiceand variety.Thats why when retailers over-index with private-label ite

62、ms in theiromnichannel assortments,they inevitably seea backlash from consumers and findthemselves swiftly backtracking when traffic&sales decrease.”Jamie DooleyVice President,Global Strategic SolutionsProfitero2Insight-driven conversationswill help turn the tide in yourbrands favor over the longrun

63、,but the rapid growth ofprivate label sales over thepast year also demandsimmediate action.Part two:Activate your teamsTrying to compete with a private label brand on price will rarely lead to sustainablegrowth.Dynamic pricing algorithms enable retailers to track every price change,including tempora

64、ry promotions by competitors.This,combined with the aim to be thelowest price leader and compete with private label brands,can lead to a race to thebottom and permanent drops in average selling price(ASP).Nonetheless,its valuable for brands to monitor pricing to gain better visibility intopricing&pr

65、omotion dynamics and benchmark their products against competitors,including private label.This will help brands view the landscape from a consumerseyes:shoppers make purchase decisions based on a full category view.Profitero customers can quickly source these types of insights and more from AskProfi

66、tero,our chat-based AI assistant.In the example below,Ask Profiteros graphingcapabilities showcase the difference in ASP between Great Value and Tide fabric careproducts.AI prompt and data visualization below.Daily Average Price of Great Value and Tide Products in Fabric Care CategoryPlot a line gra

67、ph showing the daily average selling price of Great Value andTide products in the Fabric Care category at Walmart over the last 30 days,plot 1 line per brandBe competitive with price,but avoid a race to the bottomFighting back against private label online167 in 10shoppers are more likely to buy a pr

68、oductbecause of its online content or reviewsthan in-store signage&displays.Private label brands purport to offer equivalent products at lower prices,andconsumers are buying in.This is a clear sign that,among other factors,brands arentdoing enough to articulate their value proposition through compel

69、ling content.On the physical shelf,with content messaging constrained by package size,price is themost obvious differentiator between brands.Private label brands have the upper handin this venue,so brands should focus on winning the content battle on the digital shelf.Fortunately,consumers are heavi

70、ly swayed by digital product content and reviews.Amplify your brands differentiation via online contentSource:Profitero-The Digitally Influenced Shopper,2023Fighting back against private label online17When it comes to consumer reviews,national brands have an advantage over private label brands thank

71、s to substantially higher distribution and review counts overall(see appendix).First,brands should emphasize their superior quality with killer visual content particularly the hero image.An analysis from Vizit,an AI-powered visual content tool,shows just how wide the quality gap can be between natio

72、nal brands and private labelbrands in this regard.In this example from the chicken nuggets category,a Kroger private label productsprimary image is only 1/3rd as effective at getting consumers attention as nationalbrand competitors.For additional visual content analysis on National brands vs.Private

73、 Label from Vizit,see the appendix.Fighting back against private label online18Private label brands are known for having fairly basic written content as well anotheropportunity to stand out and boost conversion.But with so many potential contentfields to address and significant retailer-by-retailer

74、differences in capabilities andsearch algorithms,it can be difficult to prioritize.Profiteros Shelf Intelligent Content automates this process using our proprietarymethodology to identify optimal keywords and next best actions to optimize productpages to boost conversion.It prioritizes SKU-level opp

75、ortunities for high-ROI contentimprovements and supplies a Gen AI tool to optimize copy,which can adopt brand-specific content guidelines and mines insights on each products key differentiatorsfrom brand reviews.National brands that commit to creating excellent,advanced content have the upperhand to

76、 differentiate themselves and justify premiums.And PDPs with strong organicconversion will be well-positioned to dominate page 1.Content ScoresContent Score Roll-upsFighting back against private label online19Content scoreContent scoreWhile private label share of page is limited to organic search,th

77、e lucrative top spots aremore often than not reserved for brands who can afford to pay-to-play.Brands canmake inroads against private label by spending big to own those top spots,or they canbe more tactical and focus on consumers who may be likely to switch brands.Consumers switch brands for a numbe

78、r of reasons,but product availability(their typicalbrand going out of stock)and pricing changes are two of the major reasons.Capitalize on consumer switching behaviorSource:Profitero-The Digitally Influenced Shopper,2023When shopping online,have you ever decided to purchase a product froma different

79、 brand than the one you typically buy,for any of the followingreasons?The brand I wanted was out of stock orunavailableI saw another brand that looked betterbeing advertisedI saw another brand that looked cheaperbeing advertisedBad ratings or reviews on the product Itypically buyI couldnt find the b

80、rand I usually buy inthe search resultsThe product has a confusing or poor qualitydescription on the retailers site or mobile appThe product has confusing or poor qualityimagery on the retailers site or mobile app58%43%42%41%36%22%19%Fighting back against private label online20Profiteros Shelf Intel

81、ligent Media makes it possible to capitalize on these moments byconnecting store-level digital shelf signals that affect consumer purchase decisions tobidding platforms like Skai and Pacvue.This allows brands to create more effectivemedia campaigns through intelligent,automated rules,such as:Increas

82、ing bids against competitors(including private label)when they go out of stock,winning buyers at the moment where theyre most likely to switch brands.Decreasing bids when there is a large price difference relative to competitors (including private label)that is making your products less competitive.

83、These price changes are common:our data shows that on Amazon alone,the average product changes price 5 times a month.Even targeting generic keywords when a private label product goes out-of-stock ishighly effective.Philadelphia Cream Cheese used Profiteros Shelf Intelligent Mediawith Pacvue to auto-

84、increase budgets when competitors were out of stock on Walmart.This led to campaigns staying 2 hours longer on average,capturing buyers fromcompetitors,including private label brands,and boosting new-to-brand(NTB)orders by28%.Targeting shoppers who might typically purchase from another brand has the

85、 addedbenefit of specifically attracting more NTB buyers.This can help brands circumventprivate label dominance of page 1 and build organic share of voice by enabling them toappear as a repeat purchase option(“buy it again”)for more shoppers.+28%+25%+5%increase in new-to-brand ordershigher ad-attrib

86、uted salespaid SOV on the mostfrequently searchedcategory keywordFighting back against private label online213To ensure long-term success,brandswill need buy-in from retailers.Brands should assume the recentgrowth of private label brands is hereto stay.After all,private label brandsare backed by sub

87、stantial resources,have a direct line of access to reams ofshopper insights,and know exactlywhats needed to win the retailersearch algorithms.Part three:Build more effective partnershipsRetailers might run the digital shelf,but brands are the ones incentivized to understandit.Nevertheless,our latest

88、 eCommerce benchmark report found that only 52%ofbrands discuss eCommerce data and insights with retailers as part of an integratedstrategy.Rather than assuming theyre being deliberately crowded out,brands will see greaterlong-term success from personalizing insights and educating their retailer cou

89、nterpartsabout the private label landscape and its impact on category health.Sharing theseinsights creates common understanding and unlocks opportunities to maximize bothnational brand sales and total category growth.At the end of the day,brands can only win if their sales grow but retailers havemul

90、tiple routes to success beyond private label growth-at-all-costs,including totalcategory growth and increased media spend.This gives brands a number of openings tospark win-win conversations driven by insights.Sharing insights:an overpowered&underleveraged tactic eCommerce executive atFortune 500 Fo

91、od Company“Manufacturers are not looking to competewith our retailer customers;we seek to buildlong-term mutually beneficial strategies toserve our consumers increased value.To thatend,weve found a lot of success in co-building digital merchandising programs withretailers around peak promotional win

92、dows,even recommending where products shouldshow up in search and category browsingpages to best maximize sales and profits.Use your spend leverage to your advantage.”Fighting back against private label online23The solutionImplemented holisticnegotiation strategyDeveloped categoryleadership story fo

93、r brands totake to retail merchantleadersIncreased prominence ofdifferentiated messaging inonline contentIntegrated search strategy toenhance both paid searchand SEO planningThe outcomeMore than$400K/quarter infree organic searchplacements negotiated28%increase in organic shareof voice for suppliers

94、 pilotbrands10%decrease in private labelbrands online share of topsearch termsOur commerce advisory team has helped countless brands navigate the delicate JBPprocess.We set up brands for success in three ways:Category analytics:Building a comprehensive understanding of eCommerceperformance,particula

95、rly in relation to private label brands,assessing the onlineshopping experience,and sizing the growth opportunity.1.Integrated omnichannel negotiations:Evaluating the existing negotiation strategyand crafting a personalized,informed approach that encompasses the full picture,including the brands omn

96、ichannel investment,promotions,in-store presence,andcategory leadership.2.Holistic search strategy:Examining immediate levers to compete profitably,including search strategy,media investment,and content differentiation.3.Below is an example of a Profitero Advisory-led strategy in action to help a ma

97、jor Food&Beverage brand address their issues with loss of online share of voice.Profitero brings JBPs to the next levelFighting back against private label online24“CPG sales leaders should be using digital shelfdata to leverage their position in JBPconversations around spending commitments.Something

98、 as simple as,My CFO isnt going tolet us invest in your program if we cant findourselves on page 1 can help your retailpartners understand that youre investing for thelong term and need media and trade activationsto advance organic goals as well.”Last,we encourage brands not to shy away from making

99、requests just because retailersmight refuse or claim the problem is outside their control.Effective partnerships are critical to ensuring that brands activation efforts pay off inthe long run.This is true for the private label threat,but more broadly as well.As theconsumers digital retail experience

100、 increasingly reflects algorithmic outputs such asretailer-generated PDP content or AI search suggestions brands need to have openchannels of communication to call out when theyre being sidelined and work withretailers toward a solution.Mike BlackChief Growth Officer,ProfiteroFighting back against p

101、rivate label online25As brands think about the implications on their business from private labels growingstrength,they should adopt a holistic approach that includes:The impact that private label search dominance has on the shopper experience How private label affects their brands sales as well as c

102、ategory sales Empowering teams to take actions today While continually influencing internal stakeholders and making eCommerce a core part of JBP discussions And building partnerships to prepare for a future where private label brands have a higher baseline level of prominenceBy combining digital she

103、lf insights,smarter media automations and a consumer-firstapproach,brands can advance their retailer conversations and improve online sharefrom their current state to a win-win that benefits everyone.ConclusionCategoryChange in PLshare of page 1Frozen+124%Candy+101%Flour+58%Pasta+24%Meat+16%Cereal+1

104、4%Paper Products+11%Home Cleaning+10%Snacks+5%CategoryChange in PLshare of page 1Cereal+32%Tinned beans/soup/spaghetti+22%Frozen+15%Snacks+6%Paper Products/Nappies-2%Home Cleaning-13%AppendixPrivate label share of page 1,YoY change by category4 week period 05/06/2024 through 06/02/2024 vs.same perio

105、d in 2023.Categories chosen based on Kantar research into private label prevalenceKeywords:all purpose flour,bacon,baking flour,bathroomcleaner,beef,beef brisket,beef burgers,bleach,bread flour,breakfast sausage,cake flour,candy,cereal,cheese snacks,chicken,chicken breasts,chicken sausages,chips,cho

106、colate,cleaning spray,cleaning wipes,deli chicken,deli ham,deli lunchmeat,deli meat,disinfectant wipes,flour,frozen dinners,frozenfood,frozen fries,frozen meals,frozen pizza,ham,hot dogs,kids cereal,kitchen cleaner,paper towels,pasta,pork chops,sausages,self rising flour,snacks,toilet paper,tortilla

107、 chipsKeywords:baby wipes,baked beans,bathroom cleaner,biscuits,bleach,cereal,chocolate,chocolate biscuits,cleaningspray,cleaning wipes,crisps,disinfectant wipes,frozen meals,frozen ready meals,kitchen cleaner,nappies,spaghetti hoops,sweets,tinned baked beans,tinned beans,tinned soup,tinnedspaghetti

108、,toilet paperRetailers:Kroger,Target,WalmartRetailers:Asda,Morrisons,Ocado,Sainsburys,Tesco,WaitroseU.S.U.K.Fighting back against private label online27Private label FMCGNational brands FMCGRetailerAvg.reviewsAvg.star ratingAvg.reviewsAvg.star ratingAmazon Fresh4,5894.67,6874.6Kroger73.45564.2Target

109、9904.31,4224.6Walmart6603.11,2283.9Asda1174.01604.4Morrisons163.3104.1Ocado673.8363.9Sainsburys383.81374.3Tesco573.81434.2Waitrose1134.21954.4AppendixThe impact of ratings&reviewsU.S.U.K.High quality reviews also impact consumers in the decision making moment.Our research shows that 4 in 10consumers

110、 will switch brands due to bad ratings&reviews,and investing in this area can help differentiate youroffering from private label brands that may be under-invested in this area.Looking at products that appear onpage 1 of search in categories where private label brands often feature,we see that generally private label brandshave fewer reviews and lower star ratings than national brands.Source:Profitero,May 2024,page 1 only,25 keywords where private label products are commonly found.Fighting back against private label online28