Store Brands

NOV 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Category Intelligence: Food Storage Products and Trash Bags 1 5 2 Store Brands / November 2016 / Boost functionality, convenience Shoppers are already buying store brand food storage and trash bag products, but new features and an emphasis on convenience could spell growth in the category. By Meghan Hogan et's face it: The food storage and trash bag aisle might not be the most exciting aisle in the store, but it's one in which most consumers shop. After all, they want to keep their food fresh and safe. According to "Food Storage and Trash Bags — US" a January 2015 from global market research firm Mintel, the market for food storage and trash bag products reached $8 billion in 2014, an 8 percent increase from 2009. The good news for retailers is that shoppers are already overwhelmingly choosing store brand offerings in this segment. "Private label is the No. 1 share leader in the category," says Howard Kirschenbaum, vice president of sales for Armonk, N.Y.-based Trinity Plastics, a member of the Livingston, N.J.-based Inteplast Group and a manufacturer of a variety of plastic products available for private branding. "The growth of private label as the leading shareholder has slowed a little, but it is still the No. 1 shareholder. We've done a very good job at emulating the national brands." Retailers could keep up the store brand success by continuing to give consumers what they want. Focus on features In the both the food storage and trash bag categories, consumers value functional benefits and are willing to pay more for them, the Mintel report states. "Consumers desire options in this category, and since a large percentage are cross-shopping Do consider adding odor- masking features to store brand trash bags. Don't discount consumers' desire for both quality and value. retailers in-store and online, providing relevant options keeps the consumer in your category and minimizes the leakage of those dollars to competitors," adds Sonya Smith, retail marketing director for Evansville, Ind.-based Berry Plastics, which produces a range of plastic products, including trash bags for private branding. Features that mask odors are one increasingly popular functional benefit when it comes to trash bags. "The biggest trend we are seeing for trash bags, specifically for the kitchen, is a move towards scented products," Kirschenbaum says. "We are seeing Glad take advantage of some of their proprietary scents such as Febreze, and in store brands, we are trying to develop a variety of scents close to those." The Mintel report notes that one opportunity in the category is trash bags that not only control odors, but also target specific types of odors such as diaper or pet odors. In fact, a Mintel survey about new products in the category found that 80 percent of respondents have an interest in trash bags that target specific odors, and 30 percent of respondents also are willing to pay more for them. Scents actually are becoming a mainstream feature for the trash bag category. "Upwards of 36 percent of the SKUs in the trash bag category now have scent as a product feature," Smith points out, noting that her company manufactures the Color Scents brand of scented trash bags. "Providing pleasing scents to the small, medium and tall kitchen trash bag segments has delighted today's consumer engaged with this trend." Before putting a scented trash bag on the shelf, though, retailers should make sure the store brand packaging clearly notes that feature, Kirschenbaum says,

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