Chicago – The most widely purchased store brands in the U.S. are, as expected, food and essentials labels – except for one.
Walmart’s Mainstay’s brand is the only home brand to appear in the Top 15 of Numerator’s Private Label Trends Tracker. Launched in 1996 in storage, the affordably price goods brand has since expanded across the home department and now includes bedding & bath, furniture, home décor, kitchen & dining, patio & garden, mattresses and arts & crafts.
According to Numerator’s market research, Mainstays has 70% household penetration in the U.S. – which ranks the brand 3rd. The top two brands with highest penetration are also Walmart labels: Great Value (86%) and Equate (75%).
In the Home & Garden product sector, private labels accounted for 32.5% of unit volume over the past 12 months. Even so, penetration runs high, with 97.6% of U.S. households having purchased private label Home & Gardens goods during the period. That ranks Home & Garden in 4th place – preceded by Grocery (100.0%), Health & Beauty (99.2%) and Household goods (98.9%).
“Nearly all U.S. households purchased private label products in grocery, health & beauty, household, and home & garden categories over the last 12 months, and private label products accounted for 24% of total units sold across ten major product sectors,” Numerator reported.
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