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Use of Private Label Foods Continues to Rise But Satisfaction with These Value-Oriented Options is Declining, Reports NPD


The number of consumers using private label food and beverage products continues to rise, but U.S. consumers are losing their enthusiasm for these value-oriented options, according to a recently released report by The NPD Group, a leading market research company. NPD’s food and beverage market research report finds that private label’s share of household servings was 18 percent in 2000 and reached 27 percent in 2011. In contrast to steadily increasing usage, the satisfaction with private label foods meeting consumers’ needs has dipped from 32 percent in 2009 to 24 percent in 2012.