Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Private label brands move beyond grocery

Store brands have traditionally proliferated when inflation or a recession spurs consumers to spend more conservatively. But as store brands become more premium and fill specific customer needs, price is no longer the only driving factor.

Consumers are moving beyond grocery when it comes to buying private label, and into other categories like home decor, apparel, and beauty. Retailers seeing this shift are introducing new product lines across customer segments, from Bed Bath & Beyond’s minimalist home decor line, Studio 3B, to JCPenney’s recently launched Mutual Weave, its first denim-focused menswear brand. Even Dollar General has released a skincare line extension under its Believe Beauty brand, touting the products as vegan and cruelty-free.

  • According to our survey, nearly 80% of respondents either had purchased or were willing to try private label products in apparel, pantry items, personal care, and household cleaning supplies.
  • Further, about one-third of respondents who had not yet purchased private label accessories, electronics, and footwear were open to doing so; for home furnishings, the figure was almost 46%. This signals consumers’ willingness to discover store-owned brands in a broader range of categories.
  • Surprisingly, respondents were least open to private label pet food and products (15.2%), suggesting that there’s room for more store brands in this category, but they need to showcase their products’ benefits and attributes effectively. It’s a space Walmart must be looking to fill with the launch of PRO+, its premium pet product line extension under the Pure Balance brand.
  • As more retailers launch private label apparel lines, the notion that consumers are only open to more basic SKUs is debunked in our survey research for our “US Apparel Retail Features Benchmark 2022” report. Among US apparel buyers we polled in December 2021, denim/jeans was the No. 1 category where they would buy private label (41.2%). Basics and replenishment items like underwear (36.6%), socks (31.5%), sleepwear (23.8%), and leggings (18.7%) didn’t rank as high.

Read the full report.