Dive Summary:

• According to Nielsen ScanTrak, double-digit growth in perishable private label goods is helping that sector outpace its branded rivals.
• For the year ending August,4 2012, store brands in all categories grew by 5.1% to $107.5 billion, while branded foods experienced a lesser 3.1% growth to $518 billion.
• The biggest growth was seen in the produce section, where sales grew by 10% to make up 30% of the total produce market.

From the article:

Clearly the economy has played a role in the growth of store brands, which are now 14.4% greater than calendar 2009. Strategic positioning to feature private label as equal or better in quality to brands also has been a contributing factor. According to the Private Label Manufacturer’s Association (PLMA), nearly one in four products sold in supermarkets is now a store brand, and 65% of consumers agree that store brand quality now ranks “as good as”, while 38% say that some private label brands have higher quality, than national brands.