The latter also served as one of the topics Laurie Klein, vice president of The Family Room (formerly Just Kid Inc.), discussed in her presentation “Success and Vulnerabilities of Private Label.” Private label has jumped from a 2.1 market share (in dollars) in 2009 to 17.3 today; an increase from 1.9% unit share to 21.9%, according to ACNielsen.
Klein divulged the results from a recent Family Room online survey of 1,000 moms aged 25-54 with at least one 6- to 14-year-old in the home. This particular survey explored the motivations behind private label purchases. For 72% of respondents, the number one reason for switching to private label offerings has been price, with 46% noting they buy “a lot more” or “a little more” store brands than a year ago.