Private Label Overview

Confidential & Proprietary • Copyright©2008 The Nielsen Company

Private Label in the U.S.

Topic of Presentation April 9, 2023 Confidential & ProprietaryCopyright © 2008 The Nielsen Company

Questions to Address

• How do rising food prices affect private label?

• In which market is private label strongest/weakest?

• Which categories have the highest PL dollar sales?

• Which categories have the highest PL growth?

• What are the top-selling private label items?

• What are the top health & wellness trends in the US?

• How has the economy affected sales of organics?

• What are the top private label organic items?

• How do key retailers address their own private label?

• What are some opportunities to grow private label?


Private Label GrowthAnd The U.S. Economy


5 Years of Private Label Share Trends

14.5%

15.0%

15.5%

16.0%

16.5%

17.0%

4 W/E

03/29/034 W

/E 04/26/03

4 W/E

05/24/034 W

/E 06/21/03

4 W/E

07/19/034 W

/E 08/16/03

4 W/E

09/13/034 W

/E 10/11/03

4 W/E

11/08/034 W

/E 12/06/03

4 W/E

01/03/044 W

/E 01/31/04

4 W/E

02/28/044 W

/E 03/27/04

4 W/E

04/24/044 W

/E 05/22/04

4 W/E

06/19/044 W

/E 07/17/04

4 W/E

08/14/044 W

/E 09/11/04

4 W/E

10/09/044 W

/E 11/06/04

4 W/E

12/04/044 W

/E 01/01/05

4 W/E

01/29/054 W

/E 02/26/05

4 W/E

03/26/054 W

/E 04/23/05

4 W/E

05/21/054 W

/E 06/18/05

4 W/E

07/16/054 W

/E 08/13/05

4 W/E

09/10/054 W

/E 10/08/05

4 W/E

11/05/054 W

/E 12/03/05

4 W/E

12/31/054 W

/E 01/28/06

4 W/E

02/25/064 W

/E 03/25/06

4 W/E

04/22/064 W

/E 05/20/06

4 W/E

06/17/064 W

/E 07/15/06

4 W/E

08/12/064 W

/E 09/09/06

4 W/E

10/07/064 W

/E 11/04/06

4 W/E

12/02/064 W

/E 12/30/06

4 W/E

01/27/074 W

/E 02/24/07

4 W/E

03/24/074 W

/E 04/21/07

4 W/E

05/19/074 W

/E 06/16/07

4 W/E

07/14/074 W

/E 08/11/07

4 W/E

09/08/074 W

/E 10/06/07

4 W/E

11/03/074 W

/E 12/01/07

4 W/E

12/29/074 W

/E 01/26/08

4 W/E

02/23/084 W

/E 03/22/08

Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-MartPrivate Label Share of Total Store Dollars for Each 4-Week Period

The increase in Private Label dollar share is driven more by commodity pricing than a shift away from brands. Private label UNIT share is relatively flat.

StartingAug-07


Private Label Sales Vs. Year Ago

-6%

-4%

-2%

+0%

+2%

+4%

+6%

+8%

+10%

+12%

+14%

4 W/E

03/27/044 W

/E 04/24/04

4 W/E

05/22/044 W

/E 06/19/04

4 W/E

07/17/044 W

/E 08/14/04

4 W/E

09/11/044 W

/E 10/09/04

4 W/E

11/06/044 W

/E 12/04/04

4 W/E

01/01/054 W

/E 01/29/05

4 W/E

02/26/054 W

/E 03/26/05

4 W/E

04/23/054 W

/E 05/21/05

4 W/E

06/18/054 W

/E 07/16/05

4 W/E

08/13/054 W

/E 09/10/05

4 W/E

10/08/054 W

/E 11/05/05

4 W/E

12/03/054 W

/E 12/31/05

4 W/E

01/28/064 W

/E 02/25/06

4 W/E

03/25/064 W

/E 04/22/06

4 W/E

05/20/064 W

/E 06/17/06

4 W/E

07/15/064 W

/E 08/12/06

4 W/E

09/09/064 W

/E 10/07/06

4 W/E

11/04/064 W

/E 12/02/06

4 W/E

12/30/064 W

/E 01/27/07

4 W/E

02/24/074 W

/E 03/24/07

4 W/E

04/21/074 W

/E 05/19/07

4 W/E

06/16/074 W

/E 07/14/07

4 W/E

08/11/074 W

/E 09/08/07

4 W/E

10/06/074 W

/E 11/03/07

4 W/E

12/01/074 W

/E 12/29/07

4 W/E

01/26/084 W

/E 02/23/08

4 W/E

03/22/08

Dollar Chg Vs. Ygo

Unit Chg Vs. Ygo

Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-MartPrivate Label Share of Total Store Dollars for Each 4-Week Period

Private Label UNIT sales remain relatively flat vs. year ago.


Top Growth CategoriesDollar % Chg Unit % Chg

Category Vs. Year Ago Vs. Yr AgoEggs-Fresh +33% -2%Diet Aids +29% +1%Milk +14% -3%Flour +13% +0%Fresh Meat +13% +8%Tea +11% +8%Family Planning +11% +2%Gum +10% -3%Dessert/Fruit/Tops-Frzn +9% +1%Bottled Water +9% +6%Snacks/Spreads/Dip-Dairy +9% +4%Breakfast Foods +9% +7%

Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart52 Weeks Ending 2/23/08, Some smaller categories are excluded.

For many categories, unit sales remain flat.


Total Private Label Across the Store

52-Week Chg Vs Share ofCategory Dollars Sales Yr Ago Category

Grocery Channel $49.8 Billion +8.2% 17.3%

Drug Channel $5.0 Billion +8.9% 12.7%

Wal-Mart $17.5 Billion +9.8% 15.3%

Source: Nielsen Strategic Planner, Total U.S. Food/Drug/Mass Excluding Wal-Mart52 Weeks Ending 2/23/08


Private Label Share Across Grocery Markets

25.5%

17.3%

0%

5%

10%

15%

20%

25%

30%

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Source: Nielsen Strategic Planner, Grocery Channel, 52 Weeks Ending 3/22/08

San Antonio has the highest private label for any U.S. market.


Key Private Label Categories


Largest Private Label Food Categories


PL Milk $7.8 Billion +19% 59%PL Bread & Baked Goods $3.6 Billion +5% 26%PL Cheese $3.2 Billion +12% 33%PL Eggs-Fresh $2.3 Billion +36% 71%PL Fresh Produce $2.0 Billion +10% 15%PL UPC-Coded Deli $1.4 Billion +14% 26%PL Packaged Meat $1.3 Billion +3% 13%PL Unprep Meat/Seafd-Fzn $1.3 Billion +7% 42%PL Bottled Water $1.1 Billion +11% 22%PL Vegetables-Frozen $1.1 Billion +2% 33%



Food Categories with Highest PL Share


PL Eggs-Fresh $2,256 MM +36% 71%PL Milk $7,793 MM +19% 59%PL Sugar/Sugar Substitutes $606 MM -5% 43%PL Unprep Meat/Seafd-Fzn $1,268 MM +7% 42%PL Cot Chs/Sr Crm/Topng $814 MM +9% 36%PL Dessert/Fruit/Tops-Fzn $364 MM +7% 35%PL Cheese $3,244 MM +12% 33%PL Fruit-Canned $445 MM +1% 33%PL Vegetables-Frozen $1,118 MM +2% 33%PL Juices/Drinks-Frozen $148 MM +6% 33%



Food Categories with Highest PL Growth


PL Eggs-Fresh $2,256 MM +36% 71%PL Baby Food $56 MM +33% 1%PL Soft Drinks-Non Carb $88 MM +21% 8%PL Prepared Foods-Frzn $606 MM +20% 7%PL Milk $7,793 MM +19% 59%PL UPC-Coded Deli $1,422 MM +14% 26%PL Baked Goods-Frozen $170 MM +13% 12%PL Cheese $3,244 MM +12% 33%PL Ice $128 MM +12% 23%PL Breakfast Foods-Frozen $169 MM +12% 12%



PL Dollar Growth Vs. Unit Growth

52-Week Chg Vs UNITCategory Dollars Sales Yr Ago %Chg

PL Eggs-Fresh $2,256 MM +36% -3%PL Baby Food $56 MM +33% +3%PL Soft Drinks-Non Carb $88 MM +21% +19%PL Prepared Foods-Frzn $606 MM +20% +16%PL Milk $7,793 MM +19% -1%PL UPC-Coded Deli $1,422 MM +14% +10%PL Baked Goods-Frozen $170 MM +13% +13%PL Cheese $3,244 MM +12% -1%PL Ice $128 MM +12% +0%PL Breakfast Foods-Frozen $169 MM +12% +8%



Top Private Label Food Items52-Week

Category Dollars Sales

PL 2% Milk, 1 Gallon $2,046 MillionPL Whole Milk, 1 Gallon $1,705 MillionPL 1% Milk, 1 Gallon $737 MillionPL Skim Milk, 1 Gallon $607 MillionPL Eggs, Grade A Lrg, 12-Ct $538 MillionPL Whole Milk, 64 oz. $305 MillionPL Eggs, Grade A Lrg, 18-Ct $285 MillionPL Eggs, Grade AA Lrg, 12-Ct $272 MillionPL Eggs, Grade AA Lrg, 18-Ct $270 MillionPL 2% Milk, 64 oz. $174 Million


The top Private Label items are all from the Dairy Department.


Largest Private Label NON-Food Categories


PL Paper Products $2,427 MM +3% 24%PL Medications/Remedies $1,462 MM +8% 20%PL Wrapping Materials/Bags $906 MM +2% 35%PL Vitamins $727 MM -1% 20%PL Cough & Cold Remedies $723 MM +9% 19%PL First Aid $532 MM +10% 31%PL Pain Remedies $518 MM +5% 21%PL Kitchen Gadgets $408 MM +1% 24%PL Disposable Diapers $352 MM -5% 15%PL Laundry Supplies $349 MM -2% 16%



NON-Food Categories with Highest PL Share


PL Wrapping Materials Bags $906 MM +2% 35%PL First Aid $532 MM +10% 31%PL Buckets/Bins/Bath/Accs $312 MM -15% 29%PL Charcoal/Logs/Accs $169 MM +0% 24%PL Paper Products $2,427 MM +3% 24%PL Kitchen Gadgets $408 MM +1% 24%PL Pain Remedies $518 MM +5% 21%PL Vitamins $727 MM -1% 20%PL Medications/Remedies $1,462 MM +8% 20%PL Candles/Incense & Accs $152 MM -15% 19%



NON-Food Categories with Highest PL Growth


PL Fragrances - Women $23 MM +40% 5%PL Baby Food $56 MM +33% 1%PL Personal Soap/Bath Needs $150 MM +20% 8%PL Skin Care Preparations $165 MM +20% 5%PL Motor/Vehicle Care/Acc $26 MM +13% 9%PL Sanitary Protection $141 MM +12% 10%PL Hair Care $85 MM +12% 2%PL Battery/Flashlight/Chrgr $234 MM +11% 13%PL Grooming Aids $99 MM +10% 9%PL First Aid $532 MM +10% 31%



Top Private Label NON-Food Items52-Week


Paper Towels, 2-Ply, 8-Ct $66 MillionAluminum Foil, Standard, 75 SqFt $53 MillionPaper Plates, White, 9-Inch, 100-Ct $45 MillionToilet Tissue, 2-Ply, 352-Sheet, 12-Ct $38 MillionBathroom Rug, 1-Ct $38 MillionAluminum Foil, Standard, 200 SqFt $33 MillionAluminum Foil, Standard, 25 SqFt $32 MillionToilet Tissue, 2-Ply, 200-Sheet, 12-Ct $28 MillionToilet Tissue, 1-Ply, 1000-Sheet, 12-Ct $27 MillionAluminum Foil, Hvy Duty, 50 SqFt $26 Million



Health & Wellness


5 Years of Healthy Eating Trends – Organic Foods

$0 MM

$50 MM

$100 MM

$150 MM

$200 MM

$250 MM

$300 MM

$350 MM

$400 MM

03/01/03 03/29/03 04/26/03 05/24/03 06/21/03 07/19/03 08/16/03 09/13/03 10/11/03 11/08/03 12/06/03 01/03/04 01/31/04 02/28/04 03/27/04 04/24/04 05/22/04 06/19/04 07/17/04 08/14/04 09/11/04 10/09/04 11/06/04 12/04/04 01/01/05 01/29/05 02/26/05 03/26/05 04/23/05 05/21/05 06/18/05 07/16/05 08/13/05 09/10/05 10/08/05 11/05/05 12/03/05 12/31/05 01/28/06 02/25/06 03/25/06 04/22/06 05/20/06 06/17/06 07/15/06 08/12/06 09/09/06 10/07/06 11/04/06 12/02/06 12/30/06 01/27/07 02/24/07 03/24/07 04/21/07 05/19/07 06/16/07 07/14/07 08/11/07 09/08/07 10/06/07 11/03/07 12/01/07 12/29/07 01/26/08 02/23/08

UPC-Coded Organics

Source:Nielsen LabelTrends, Total U.S. Grocery/Drug/Mass Excluding Wal-Mart

Organic sales continue to grow despite the struggling economy

4-Week Period End Dates


5 Years of Healthy Eating Trends – Natural Foods

$0 MM

$200 MM

$400 MM

$600 MM

$800 MM

$1,000 MM

$1,200 MM

$1,400 MM

$1,600 MM

$1,800 MM

$2,000 MM

03/01/03 03/29/03 04/26/03 05/24/03 06/21/03 07/19/03 08/16/03 09/13/03 10/11/03 11/08/03 12/06/03 01/03/04 01/31/04 02/28/04 03/27/04 04/24/04 05/22/04 06/19/04 07/17/04 08/14/04 09/11/04 10/09/04 11/06/04 12/04/04 01/01/05 01/29/05 02/26/05 03/26/05 04/23/05 05/21/05 06/18/05 07/16/05 08/13/05 09/10/05 10/08/05 11/05/05 12/03/05 12/31/05 01/28/06 02/25/06 03/25/06 04/22/06 05/20/06 06/17/06 07/15/06 08/12/06 09/09/06 10/07/06 11/04/06 12/02/06 12/30/06 01/27/07 02/24/07 03/24/07 04/21/07 05/19/07 06/16/07 07/14/07 08/11/07 09/08/07 10/06/07 11/03/07 12/01/07 12/29/07 01/26/08 02/23/08

Natural Foods

Source:Nielsen LabelTrends, Total U.S. Grocery/Drug/Mass Excluding Wal-Mart

Natural foods have grown at a slower rate than organics, but generate nearly five times the dollar sales.

4-Week Period End Dates


Top Health & Wellness ClaimsChange Change

52-Week Vs. Vs. 4Product Label Claim $ Sales Year Ago Years AgoFat Claim $44.7 Billion +12% +29%Natural $20.9 Billion +11% +35%Calorie Claim $17.0 Billion +6% +27%Salt/Sodium Claim $15.9 Billion +3% +8%Preservative Free $11.4 Billion +4% +16%Cholesterol Free $10.6 Billion +6% +10%Whole Grain $10.1 Billion +8% +31%Sugar Claim $9.7 Billion +8% +35%Calcium Presence $9.4 Billion +3% +9%Caffeine Free $5.7 Billion -2% -3%Organic (UPC-Coded) $4.3 Billion +25% +142%Hormone/Antibiotic Free $2.2 Billion +17% +66%

Source: Nielsen LabelTrends,Total U.S. Food/Drug/Mass excluding Wal-Mart,52 Weeks Ending 2/23/08


Health & Wellness Claims to Watch

Change Change52-Week Vs. Vs. 4

Product Label Claim $ Sales Year Ago Years AgoAbsence of Specific Fat $11.4 Billion +31% +148%Organic $4.3 Billion +25% +142%Fiber Claim $3.2 Billion +15% +70%Hormone/Antibiotic Free $2.2 Billion +17% +66%Antioxidants $1.7 Billion +31% +138%Gluten Free $1.3 Billion +21% +84%Omega Claim $1.2 Billion +16% +49%Probiotic $1.1 Billion +44% +246%

(Live Microorganisms)GMO Free $662 MM +14% +128%

(Genetic Modification)Source: Nielsen LabelTrends,Total U.S. Food/Drug/Mass excluding Wal-Mart,52 Weeks Ending 2/23/08


Topco’s “Full Circle” Line

•Private Label Brand Focused on Organic & Natural

•Available at Several Major Retailers

•500 Products in 50 Categories

• Includes Vitamins, Mineral & Supplements


Hannaford’s “Guiding Stars”

• Storewide nutrition navigation system

• At-a-glance tool to help find the most nutritious foods

• The more Guiding Stars, the more nutritional value


Top Private Label Items Labeled “Organic”52-Week


PL Organic 2% Milk, 64 oz. $35.6 MillionPL Organic Fat Free Milk, 64 oz. $32.1 MillionPL Organic Brown Eggs, 12-Ct $28.2 MillionPL Organic Whole Carrots, 16 oz. $18.7 MillionPL Organic Spring Salad Mix, 16 oz. $12.7 MillionPL Organic Romaine Lettuce, 3-Ct $11.7 MillionPL Organic Spinach, 5 oz. $8.5 MillionPL Organic Tomatoes, 16 oz. $8.2 MillionPL Organic Brown Eggs, 12-Ct $7.7 MillionPL Organic Mixed Baby Greens, 5 oz. $7.7 Million



Private Label Execution and Opportunities


Wal-Mart’s Exclusive Brands• Food/Beverage/HBC Brands (not available online)

– Great Value – Food & Beverage– Sam’s Choice – Premium Food & Beverage – Maxximum Nutrition – Premium Pet Food– Ol’ Roy – Dog Food – Special Kitty – Cat Food– Sunny Meadow – Eggs– Equate – HBC – Spring Valley – Vitamins

• Non-Food– Ever Active – Batteries– Durabrand – Electronics– HomeTrends – Furniture & Appliances– Kid Connection – Toys– Mainstays – Home Fashion– Ozark Trail – Outdoor Equipment– Popular Mechanics – Tools– SuperTech - Automotive– White Cloud – Toilet Tissue & Diapers (bought from P&G)

• Over 15 Apparel brands including…– George– Faded Glory– White Stag– Mary Kate & Ashley

This list will continue to expand with new Wal-Mart formats

– Metro 7– No Boundaries (or NoBo)– Simply Basic– Athletic Works

– Life – Underwear– Puritan– Simply Basic

– Get it Together – Furniture– Hometrends – Home Products– Everstart – Car Batteries– Holiday Time – Seasonal Items– ilo – Electronics– ReliOn – Medical Test Kits– SuperTech – Motor Oil


Categories with Highest PL Share at Wal-MartWM Private Label

Share ofDollar Sales

Category

PL Milk $1,773 Million71%

PL Sugar/Sugar Substitutes $280 Million62%

PL Unprep Meat/Seafood - Frzn $501 Million51%

PL Cot Chs/Sour Crm/Topping $151 Million41%

PL Dessert/Fruit/Tops - Frzn $75 Million40%

PL Fruit - Canned $123 Million39%

PL Vegetables & Grains - Dry $66 Million38%

PL Shortening/Oil $177 Million36%

PL Cheese $725 Million36%

PL Juices/Drinks-Frzn $40 Million36%

Source:Nielsen Wal-Mart Channel, 52 Weeks Ending 12/29/07

Wal-Mart PL share is 15.3% across all

Nielsen categories.


Categories Where Wal-Mart Private LabelOut-Performs Grocery Channel

Share of CategoryGrocery

ShareWal-Mart Channel

Gap

PL Soft Drinks - Non Carb 28.6% 8.0%+21 Pts.

PL Vitamins 35.2% 16.1%+19 Pts.

PL Candles/Incense & Acces 22.7% 3.9%+19 Pts.

PL Sugar/Sugar Substitutes 62.2% 43.8%+18 Pts.

PL Snacks/Spreads/Dip-Dairy 30.9% 14.2%+17 Pts.

PL Lawn And Garden 22.2% 9.6%+13 Pts.

PL Bottled Water 33.7% 21.2%+13 Pts.

PL Seafood-Canned 22.3% 10.4%+12 Pts.

PL Disposable Diapers 27.9% 16.0%+12 Pts.

PL Pkg'd Milks & Modifiers 28.4% 16.9%+12 Pts.

Source:Nielsen Wal-Mart Channel, 52 Weeks Ending 12/29/07

Wal-Mart PL share can be a benchmark for other retailers.


Marketside – Wal-Mart’s Newest Banner

• First Stores to Open This Summer• Rumored Locations of 4 Stores Near Phoenix, AZ

– Gilbert, Tempe, Mesa, and Chandler, Arizona– Some Near Tesco’s Fresh & Easy Locations

• 15,000 Square Feet of Selling Space– Half the Size of a Neighborhood Market

• Recent Trademarked Names for Possible Private Label: “City Thyme” and “Field & Vine”

This new banner allows Wal-Mart to attract upscale shoppers without the Wal-Mart name or the “Big Box” image.


Retailers With a Private Label Focus

?


Tesco’s Fresh & Easy

• Opened first stores in November, 2007– Average 3,000 SKU’s Per Store

– Average Store Size: 10,000 Square Feet

• Newsletters in both English and Spanish

• 61 Stores in Southern California, Arizona, & Nevada

• Developing a Strong Environmental/Sustainability Image

• Locations are mapped on web site: www.freshandeasy.com

• Planned to open 100 stores by the end of 2008

• 3/30 Announcement: Expansion plans on hold for now


Whole Foods

•Revenue (including Wild Oats): $6.8 Billion•270 stores in North America and the UK

–Includes “Wild Oats” stores–9 Distribution Centers

•Number of Employees: 54,000–On Forbes list of top 100 companies to work for (#5)

•Committed to Local Growers•Founded in Austin, Texas, in 1980•Whole Foods Private Label:


Safeway Private Label

Eating Right BrandOver 100 SKU’s

O Organics BrandOver 150 SKU’s


Private Label in Convenience Stores

Dollar Share of CategoryCategory C-Store GroceryMilk 14% 62%Bottled Water 6% 21%Cough & Cold 1% 16%Juices/Drinks – Shelf Stable 1% 12%Juices/Drinks – Refrigerated 12% 11%RTE Cereal 5% 10%Snacks 1% 6%Carbonated Beverages 0.4% 6%Tea – Liquid 5% 5%

Source: Nielsen Strategic Planner, Total U.S. Grocery, Drug, C-Store52 Weeks Ending 3/22/08

For many key categories, Private Label is underdeveloped in C-Stores.


Categories with Private Label Potential


PL Beer $1.0 MM +9% 0.01%PL Wine $1.0 MM +20% 0.02%PL Computer/Electronics $6.8 MM +9% 0.21%PL Meal Starters-Frozen $0.2 MM +13% 0.37%PL Gum $5.8 MM +10% 0.47%PL Seasonal Gen Merch $1.0 MM +50% 1.39%PL Baby Food $55.6 MM +33% 1.45%PL Hair Care $85.3 MM +12% 1.92%PL Detergents $174.9 MM +6% 3.78%PL Candy $335.7 MM +8% 4.52%



Private Label as an Exclusive Destination

Private Label Overview

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