Store Brand Beverage Sales Climb

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February 9, 2010

The global economic downturn is providing ideal conditions for store brand beverages to thrive, according to Canadean, a beverage industry analyst.

Store brand products in the soft drinks sector now account for more than 1 in every 10 litres traded in the global marketplace; if you discount the on-premise sector, where private label use is marginal, store brand market share is even larger, according to Canadean.

“The rise of private label is proving to be a considerable threat to branded soft drinks,” the beverage analysts said. “Apart from the obvious factor that consumers are more inclined to seek out the value that private label products represent in a downturn, there has been another factor that has boosted the private label segment; the shift from on- to off-premise sales. In many markets the footfall in bars and restaurants has fallen back sharply but consumers are compensating for this by drinking more at home and buying soft drinks in the off-premise, where the bulk of private label products are found.”

Juice is more susceptible than other beverage to store brand growth “because it is a relatively mature category; with ambient juices in particular difficult to differentiate in terms of taste and there is also a retail bias to purchase,” the beverage analysts said in a statement.

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