Eating-at-Home Trend Spurs Dramatic Private Label Meat, Poultry and Seafood Growth

April 5, 2011

Center-plate proteins are benefiting from economizing consumers who are eating at home more frequently, and private label brands are the largest beneficiaries, according to a Packaged Facts report.

whole foods meat “Grocers have been using private-label protein products to draw in customers and create differentiation in a crowded retail marketplace. The fact that consumers have flocked to private-label offerings more than they have to those marketed as ‘upscale’ further signifies that this remains a tentative economy in which consumers are looking for value and are not as easily wooed by fanciness, “ said Don Montuori, publisher of Packaged Facts

Sales of dinner center-plate proteins exceeded $5 billion in 2010, up 4 percent, with modest but steady growth forecasted through 2015, even as consumers begin their gradual return to dining out more frequently, according to Packaged Facts. Te research company projects 4 percent annually growth for the next three years.

Private-label sales of center-plate meat garnered 43 percent market share, more than triple the 12 percent category share maintained by Cargill, the leading national brand. With $571 million in 2010 sales, private-label fresh and frozen chicken controlled 28 percent of the center-plate poultry market, more than double the level of sales enjoyed by the category's top marketer, Jennie-O. Consumers also prefer private-label seafood to national brands, to the tune of $60 million in 2010, up 17 percent over the previous year's sales.

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Keywords: private label meat, private label poultry, private label seafood

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