INDEX: Private Label Store Brand Displays

INDEX:
Private Label Brand
Merchandising Displays

Private Label Brand Merchandising Displays

# # #

SCROLL DOWN FOR PHOTOS AND LINKS…
…to Private Label Brand Merchandising Displays

# # #

This Private Label Brand Merchandising Displays index page aggregates links
to all posts and photos of retail merchandising, display, and outfitting
as well as deep Background courtesy of Wikipedia.

BACKSTORY: A private label, also called a private brand or private-label brand, is a brandowned by a company, offered by that company alongside and competing with brands from other businesses.^[1]^[2] A private-label brand is almost always offered exclusively by the firm that owns it. However, in rare instances, the brand is licensed to another company.^[3] The term often describes products, but can also encompass services.

The most common definition of a private label product is one that is outsourced: company A makes a product for company B, which company B then offers under their brand name.^[4]^[5]^[6] However, it can also define products made in retailer-owned firms.^[7]^[8] For example, in 2018, The Kroger Company had 60% of its private brands produced by third parties; the remaining 40% was manufactured internally by plants owned by Kroger.^[9] Private-label producers are usually anonymous, sometimes by contract. In other cases, they are allowed to mention their role publicly.^[10]^[11]

The term private label originated in retail,^[12] but has since been used in other industries as well. Probably the best-known private-label brands are store brands, which are managed by supermarket and grocery store chains. Examples are Simple Truth by Kroger and Great Value by Wal-Mart.^[13] Store brands compete with national brands or name brands, like Coca-Cola or Lay’s.^[14]^[15]^[16]

The term private-label product overlaps with the term white-label product. They are sometimes used interchangeably but don’t mean the same thing. A private-label product is created exclusively for a client, who sets specific demands on what the product or service must contain.^[17] A white-label product is not created exclusively for one company, and although white-label manufacturers might offer customizations to their products, these are usually limited.^[18] The specifications of a private-label product are set out by the client, whereas a white-label product is more generic and already designed.^[19]^[20]

In the supermarket and grocery store industry, the term private label/brand is almost always used, even if the same product is sold non-exclusively to multiple retailers with different packaging (white label/brand).

A store brand, also called a house brand^[22] or, in British English, an own brand,^[23] is a private-label brand trademarked and managed by a retailer.^[1]This brand is almost always offered exclusively at the chain store that owns it; in rare instances, however, the brand is licensed to another company.^[24]Examples of store brands are Simple Truth by Kroger, Great Value by Wal-Mart, Clover Valley by Dollar General, Market Pantry by Target, and Specially Selected by Aldi.^[13]^[25] Store brands can also be eponymous, or named after the store, such as Joe’s O’s cereal by Trader Joe’s.^[26] Store brands compete with national brands, also called premium brands or name brands,^[14]^[15]^[16]with its items sometimes being called brand-name products.^[27] Examples are Coca-Cola, Lay’s, and Kellogg’s. The general appeal of store-brand products is that they are usually offered at a lower price than their name-brand counterparts.^[1]

Most private-label store brand products are manufactured by third parties, but companies owned by the retailer make some.^[8] For instance, a vice president of The Kroger Company stated in 2018 that approximately 60% of their private-label products are outsourced. The remaining 40% is manufactured internally: in 2018, Kroger owned 38 plants, including 19 dairy farms, 10 bakeries, and 2 butcheries, strategically spread across the US.^[9] Similarly, Safeway Inc. owned 32 plants as of 2012.^[28] Most retailers prefer to keep the identity of their suppliers private, and accordingly have non-disclosure clauses in their contracts, making it difficult to determine the producer of a private-label product.^[10]^[11] In a few cases though, the manufacturer is allowed to mention it publicly,^[29] is revealed through a product recall, or in rare instances, is stated on the product itself. For example, the bags of Kirkland Signature coffee by Costco feature the text “Custom roasted by Starbucks“.^[30]^[31] (SOURCE: Wikipedia)

# # #

An RDSolutions study found that
more than 86% of the consumers surveyed buy private-label
versions of some or most of the products they regularly purchase.
Among those who buy private label, 75% say store-brand products
are as good as or better in quality compared to national brands.
(SOURCE: SHOP! 2025)

# # #

Over half (53%) of US retailers expected
private labels to be their number one growth driver in 2024,
according to an October 2023 survey from NIQ and Advantage Solutions.
(SOURCE: Google Gemini AI Overview)

# # #

72% of Consumers Are Buying Private Label Products
Without Realizing It.
(SOURCE: FirstInsight 2025)

# # #

84% of consumers now trust in the quality of store-brand products
more or the same as national brands,
while more than half (52%) say they’ve been influenced
to try a store-brand product by in-store promotions,
packaging, displays or marketing materials.
(SOURCE: FirstInsight 2025)

# # #

Private label is driving brand advocacy—and store traffic:
Two-thirds (66%) of consumers say they recommend private label products
to friends and family, and 34% say they’re more likely to shop at a retailer
specifically because of its private label offerings.
(SOURCE: FirstInsight 2025)

# # #