Up-and-coming private label categories, in which private label share is low but increasing, represent just over one-quarter of CPG categories.

Categories with the largest private label share gains are highlighted in the chart below.

In each of these categories, private label penetration increased among category buyers –underscoring the importance of gaining trial in less-developed private label categories.

Private label gains in refrigerated entrees reflect a greater focus among leading retailers in delivering convenient, healthy prepared foods.

The bump in skin care private label can be attributed to drug stores, who have introduced a number of major new lines over the past two years–nearly tripling private label share.

In other categories, such as baby formula/electrolytes, large category price increases encouraged private label trial.

Source: IRI Consumer Network®; 52 weeks ending 8/5/07; same period 2004 UNITED STATES UP-AND-COMING PRIVATE LABEL Private label made sizable gains in several under-developed categories. *Among top 100 CPG categories