Store Brands Gain Frozen Food Sales

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November 3, 2009

Although national brands command 80 percent of frozen food sales, store brands are gaining share in several frozen categories including ice cream, desserts/fruits/toppings, juices, ice and, in particular, vegetables, according to Nielsen data.

Of total frozen food sales of $29.4 billion in 2008, store brands hold a 20 percent share, according to an article in Progressive Grocer quoting Nielsen figures.

"Categories where we have seen significant store-brand share growth include ice cream, vegetables, pizza, bread and dough products, toppings, and fruit," Chris Hardin, director of store brands for Tyler, Texas-based Brookshire Grocery Co. told Progressive Grocer. "Our store brands lead in volume in several categories, including fruit, ice cream and vegetables."

Store brands are gaining ground in frozen juice, potatoes and vegetables, whipped topping, and pasta, according to Rick Benner, frozen foods category manager for Grand Rapids, Mich.-based Spartan Stores. “There is strong growth in frozen potatoes and breakfast waffles — the major brands in both categories are experiencing growth as well.”

"All private label categories are up, but ice cream is leading the charge," noted Jack Wagner, center store frozen food business manager for Indianapolis-based Marsh Supermarkets.

National brands continue to drive growth in most frozen food categories and some

national brands have increased advertising and promotional offers to retailers to counter store brand incursion.

"Name-brand companies are definitely coming to the table with deeper deals in order to combat loss of share to store brands," Brookshire Grocery's Hardin said. "While we can't divulge the actual deals, it is obvious that the growth of our own brands has created a healthy leverage with name brands."

Read These Related Articles:

• Giant Eagle Tests Store Branded Italian Gelato
• Supervalu Introduces New Store Brand Frozen Desserts
• Store Brands Gain Share in Significant Categories
• Supervalu Recalls Gourmet Store Brand Macaroni and Cheese
• Second Culinary Circle Product Recalled in Two Weeks

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