Despite the success of visible brands like DiGiorno this year, people are "discovering private label(s) they've never noticed before," according to Brandweek. Nowhere is this more apparent than in the frozen pizza sector.
Private label frozen pizza sales from places like Walmart and Target grew more than 20 percent from a year ago, with almost $180 million in sales as of the 52-week period ended Oct. 3, according to Nielson Co. statistics.
This year's rise comes after private label grew at a calculated annual growth rate of 4.5 percent over the last eight years, per Euromonitor, but the recession set off the sudden spark, said Lynn Dornblaser, director of CPG trend insight at market research firm Mintel. Much of that growth spurt, too, is coming from existing - not new - private label launches.
Michelle Barry, senior vp at research and consulting firm the Hartman Group, said the food category has been hit especially hard because consumers are staying at home more and are more experimental when it comes to trying different food brands.