©2022InformationResourcesInc.(IRI).Confidentialandproprietary.November29,2022PrivateBrands:LookWho’sBuyingNowPrivateBrands202222ExecutiveSummaryHistorically,consumershavenavigatedtostorebrand(alsoreferredtoasprivatebrandorprivatelabel)productsduringchallengingeconomictimes.Currentinflationandeconomicuncertaintywouldindicatethatgrowthofprivatebrandsshouldbeoutpacingthatofnamebrandproductsyetonlymodestgainshavebeenmadeinprivatelabel’sshareoftheconsumerwallet.TheChangingShapeoftheCPGDemandCurve•Privatebrandsrepresent17.5%oftotalshopperdollars,asignofrecoveryaftermaneuveringthroughthesupplychallengesthatnegativelyimpactedtheiron-shelfavailabilityintherece...