Walmart, Amazon dominate PLMA private-label awards

The holidays are right around the corner, and if the record-breaking turnout for the Private Label Trade Show in Chicago earlier this month is any indication, shoppers can expect to see more private-label products than ever at their local grocery stores. 

The Private Label Manufacturers Association, which hosts the show every year, reported that more than 13,000 exhibitors, retailers and others attended the sold-out show, which included 2,740 booths featuring everything from pet food to cosmetics to frozen goods.   

Plant-based meals were among the biggest trends spotted at the show, according to the PLMA, which noted that manufacturers offered a wide variety of ethnic plant-based meals and snacks, including Korean bulgogi, pork-less carnitas and plant-based fish sticks, mozzarella bites and chicken. 

Spicy snacks were also an emerging trend at the show, with products like jalapeno cheddar trail mix and pork rinds; spicy sweet potato chips; habanero nacho sweet potato chips; and habanero honey roasted sesame sticks.  

Baby products with an eye toward environmental sustainability were also trending at the show this year. Products made of biodegradable, compostable and reusable materials are beginning to take prominence in the private-label space, with items such as bamboo diapers and biodegradable baby wipes,  

Products with a tropical flavor, such as coconut water, chips and sugar, along with specialized skincare products, like moisturizers and facial cleansers, are also growing in popularity, according to PLMA.  

“Innovations like these have contributed to the impressive performance of store brands,” the association said in a statement. “PLMA projects total U.S. store brand dollar sales for 2023 will reach $233 billion, an increase of about $4 billion over 2022, based on Circana data.” 

That rising popularity is due in part to Gen Z customers embracing private-label products, according to a PLMA survey, which showed that more than two-thirds (67%) are aware of store brands, and more than half (56%) said they are likely to experiment with store brands to find the “best value.” 

“Gen Z store brand purchase frequency is most strongly driven by a perception that store brands are 'reliable,’” said Sara Williamson, assistant professor of marketing at SUNY Old Westbury, in a statement. “Reliability perception is a stronger store brand purchase predictor than any other measure, including household income and monthly grocery spending." 

That’s prompted a wave of new private-label products, nearly 100 of which were highlighted by PLMA at the annual show in its Salute to Excellence Awards for store brand innovation.  

“From innovations in flavors and ingredients to vitamin-enriched health and wellness products, the Salute to Excellence award winners underscore the important role of store brands,” said PLMA President Peggy Davies in a statement.  

Albertsons and Walgreens took home awards in the gluten-free category for their Open Nature Cauliflower Crust Garlic Chicken Alfredo Pizza and Nice! Gluten-Free Vanilla Crème Cookies, respectively.  

Giant Eagle and Target tied in the breakfast foods category for their Nature’s Basket Sweet Potato Pancake Mix & Waffle Mix and Good & Gather Blueberry Muffins with Zucchini and Oats, respectively.  

Giant Eagle won three other Salute to Excellence Awards for its Market District Southwest Chicken Quesadillas in the Mexica/Latin American foods category; its Nature’s Basket Mexican-Style Street Corn in the vegetables – frozen & canned category; and its Giant Eagle-brand Perked Up Coffee Ice Cream in the ice cream & frozen novelties category.  

Whole Foods Market and its parent company, Amazon, took the top spot in six categories combined. Whole Foods won the meat & poultry category for its Better Chicken product and the fresh juices & smoothies category for its Organic Tropical Blue Smoothie Bowl.  

Amazon’s Aplenty brand won the cakes & pies category for its Salted Caramel Mascarpone 6-inch Cheesecake; the cheese category for its Extra Sharp Cheddar Cheese Snack Sticks; and the Asian-inspired foods category for its Chicken & Vegetable Potstickers. The online retail giant also won the deli/prepared Foods category under the Amazon Kitchen brand for its Mediterranean-Style Salad with Chicken.  

Walmart was the biggest winner of the show, though, taking the top spot in eight categories that include: the cookies category for its Twist & Shout Strawberry Crème Sandwich Cookies; the desserts category for its Marketside Brookie Brownie Squares; the yogurts category for its Whole Milk Honey Vanilla Greek Yogurt; the flavors & baking ingredients category for its Great Value Metallic Sprinkle Tub; the vinegar category for its Blood Orange Balsamic Glaze with Balsamic Vinegar of Modena; the nutritional bars category for its Chocolate Chip Energy Bars; the plant-based beverages category for its Great Value Original Oatmilk; and the salty snacks category for its Great Value Honey Mustard Pretzel Twists.  

Nearly 750 products were submitted by 53 North American retailers for consideration in the contest.