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NIELSEN FACTOIDS WEEK OF JAN. 10, 1994: QUALITY, ECONOMY BRING BACK PRIVATE LABEL BRANDS

 CHICAGO, Jan. 10 /PRNewswire/ -- Significant sales gains of private label brands indicates a renewed consumer acceptance of these products, according to Nielsen Marketing Research.
 "There are a number of reasons for the re-emergence of private label products," says Greg Starzynski, vice president/director of retail marketing at Nielsen Household Services. "The recession has made consumers not just price conscious, but also value conscious. The improved quality of private label products narrowed the perceived gap between these items and manufacturers' brands. And, with more effective merchandising, store brands are more prominently positioned on the shelf, better packaged and more frequently promoted than they were in the past."
 Private label products and generics caught the fancy of the industry during the recession in the early 80s, but their growth stabilized in the second half of the 80s.
 In supermarkets, private label products have made major inroads into high volume categories such as cookies, cereal and carbonated beverages, that have traditionally been the stronghold of national brands. In a year's time, private label dollar sales increased:
 29 percent in the frozen pie category
 14 percent in the frozen bagel category
 12 percent in the cookie category
 9 percent in the cereal category
 9 percent in the carbonated soft drink category
 5 percent in the candy category.
 Nielsen Household Services, the source for this data, provides the industry's most extensive consumer purchase behavior information, with data from approximately 40,000 households across the United States.
 -0- 1/10/94
 /CONTACT: Leslie Johnson or William Patterson, both of Janet Diederichs & Associates, 312-346-7886/


CO: Nielsen Marketing Research ST: IN: SU:

WB -- NY070 -- 0605 01/10/94 12:57 EST
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Date:Jan 10, 1994
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