How can you track whether private label is gaining ground on branded products?
Private label gains show up as retailers giving own-brand products more of the shelf and holding a steady or wider price gap to brands. Online data measures both: the share of listed products in a category that are private label, and the price-per-unit gap between private label and the leading brands, tracked weekly by retailer.
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Two measures to watch
- Private label share of listed products, by category and retailer.
- Price gap: private label against the leading brands, normalized per unit.
Reading the signals
Brands raising prices faster than private label widen the gap, which tends to push price-sensitive shoppers toward own brands. Retailers adding private label listings in a category usually signal where they see margin opportunity. Watching both across several retailers shows whether a shift is retailer-specific or category-wide.
Metrics used
- Private label share: The share of a retailer's assortment in a category made up of its own-brand (private label) products.
- Price gap: The percentage difference between the price of one product or brand and a comparable alternative, such as branded versus private label.
- Matched-SKU inflation (same-SKU price change): The price change of identical products observed in both periods, which isolates true price moves from changes in product mix.
- Share of shelf (online): A brand's share of the products a retailer lists in a category, measured on the retailer's website.
How each measure is built: methodology.
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