Supermarket Perimeter - March 2020 - 10

"Walmart
will
continue to
prioritize
private
label as
they pursue
Millennial
and Gen Z
shoppers.
Walmart
is looking
at more
categories
to grow
options."
8th and Walton

10 - MARCH 2020

buyers to guide them on best practices in private
label and branded product strategy, Roe says.
"Perishable private label products are unique
because of the shorter shelf life," he says. "For best
category results, reaching the broadest range of
consumers, we recommend blending private label
and branded products. Consumers demand a variety
of choices."
In Reser's experience, having a two-brand strategy
for deli salads is key to sales versus the no choice/only
private label used by some retailers. Some of the
company's most popular items are its variety of potato and pasta salads that vary in recipe by region, Roe
says. And in recent years, Reser's has seen a growing
opportunity among consumers who are looking for
clean ingredients and bolder, authentic and adventurous flavors.
"The key is to maximize product success with
smart SKU assortment decisions," Roe says. "Another
thing to keep in mind is how to plan private label lines
in the deli department when similar categories are
sometimes available in meat, produce and dairy."
All successful grocery retail stores find the right
balance of private label and branded, and Gelson's is
no exception.
In contrast with private label, branded products
come with strong promotional plans and are familiar
to customers, Gillmore says.
"Once our customers find a brand they like, they
tend to stick with it regardless of price or competition," he says.
In addition, Gelson's small store count can make
packaged private brand programs more difficult, since
packaging minimums are often restrictive.
"We can only play in the higher volume categories,"
he says.
"Top performing branded product offerings will
draw your customers to your market," Saenz says.
Top branded items in Gelson's meat departments
include the Certified Angus Beef brand of USDA Prime
and Choice beef.
www.supermarketperimeter.com

"Less than 3% of beef achieves the high standards
of Certified Angus Beef brand Prime," Saenz says.
"Marbling is key to its amazing flavor, juiciness, and
tenderness."
Certified Angus Beef brand Prime Filet Mignon
Steak is the No. 1 selling item in Gelson's meat
category.
Branded products do well where there's a large,
national recognition or established social following,
Bickford says. Branded products are also the right fit
for a retailer who doesn't have a stable private label
brand or who wants to highlight unique products
with a loyal following.
Social media and marketing adds significant value
to a branded product, where unique ingredients or
claims ("peanut-free", e.g.) offer a product customers
can repeatedly trust.
"While Clyde's branded products remain strong and
growing, we have seen an increase in private label
requests," Bickford says. "As the grocery and instore
bakery space continues to be more competitive, retailers are looking for ways to continue to differentiate
or create their own brand identity."
Clyde's offers a total donut solution, which takes
a balanced approach to branded and private label
products depending on each store's goals. Clyde's top
private label products are traditional donut staples,
like glazed rings and a variety of donut holes, because
bakeries can usually focus a targeted price point,
Bickford says.
Many of the unique or specialty items, like Clyde's
Donuts Glazed Apple Fritters or Clyde's Donuts French
Toast Fritters, are better suited as branded items for
repeat purchases or promotional LTO periods.
Private label brands that offer trusted, consistent
quality and common packaging formats enable the
instore bakery to differentiate and increase retail
brand loyalty.
In 2018, Clyde's was the no. 6 top grocery donut
brand, behind commercial bakeries like Hostess and
Krispy Kreme.

CLYDE'S DONUTS

Clyde's Donuts has
found the sweet spot
with its diverse mix of
branded and privatelabel product.


http://www.supermarketperimeter.com

Supermarket Perimeter - March 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2020

Supermarket Perimeter - March 2020
Editor’s note - Pizza and burgers. Need I say more?
Contents
The Wire
PRIVATE or BRANDED?
GIVING BACK
Bakery - PRETZELS
Bakery - Muffins
Deli & prepared foods - Regional trends
Deli & prepared foods - Burger bars
Meat & Poultry - Free-from
Meat & Poultry - Grilling season
Produce - FORECAST 2020 — AND BEYOND
Produce - Greenhouse grown
Seafood - POKE
Food safety - Digital monitoring
Commissary Insider - Pizza
Commissary Insider - ENSURING FRESHNESS
Commissary Insider - Adding spice
Product Showcase
Supermarket Perimeter - March 2020 - Supermarket Perimeter - March 2020
Supermarket Perimeter - March 2020 - Supermarket Perimeter - March 2020
Supermarket Perimeter - March 2020 - 2
Supermarket Perimeter - March 2020 - Editor’s note - Pizza and burgers. Need I say more?
Supermarket Perimeter - March 2020 - Contents
Supermarket Perimeter - March 2020 - 5
Supermarket Perimeter - March 2020 - The Wire
Supermarket Perimeter - March 2020 - 7
Supermarket Perimeter - March 2020 - PRIVATE or BRANDED?
Supermarket Perimeter - March 2020 - 9
Supermarket Perimeter - March 2020 - 10
Supermarket Perimeter - March 2020 - 11
Supermarket Perimeter - March 2020 - GIVING BACK
Supermarket Perimeter - March 2020 - 13
Supermarket Perimeter - March 2020 - 14
Supermarket Perimeter - March 2020 - 15
Supermarket Perimeter - March 2020 - 16
Supermarket Perimeter - March 2020 - 17
Supermarket Perimeter - March 2020 - Bakery - PRETZELS
Supermarket Perimeter - March 2020 - 19
Supermarket Perimeter - March 2020 - 20
Supermarket Perimeter - March 2020 - 21
Supermarket Perimeter - March 2020 - Bakery - Muffins
Supermarket Perimeter - March 2020 - 23
Supermarket Perimeter - March 2020 - 24
Supermarket Perimeter - March 2020 - 25
Supermarket Perimeter - March 2020 - 26
Supermarket Perimeter - March 2020 - 27
Supermarket Perimeter - March 2020 - Deli & prepared foods - Regional trends
Supermarket Perimeter - March 2020 - 29
Supermarket Perimeter - March 2020 - 30
Supermarket Perimeter - March 2020 - 31
Supermarket Perimeter - March 2020 - Deli & prepared foods - Burger bars
Supermarket Perimeter - March 2020 - 33
Supermarket Perimeter - March 2020 - 34
Supermarket Perimeter - March 2020 - 35
Supermarket Perimeter - March 2020 - 36
Supermarket Perimeter - March 2020 - 37
Supermarket Perimeter - March 2020 - Meat & Poultry - Free-from
Supermarket Perimeter - March 2020 - 39
Supermarket Perimeter - March 2020 - 40
Supermarket Perimeter - March 2020 - 41
Supermarket Perimeter - March 2020 - 42
Supermarket Perimeter - March 2020 - 43
Supermarket Perimeter - March 2020 - Meat & Poultry - Grilling season
Supermarket Perimeter - March 2020 - 45
Supermarket Perimeter - March 2020 - 46
Supermarket Perimeter - March 2020 - 47
Supermarket Perimeter - March 2020 - Produce - FORECAST 2020 — AND BEYOND
Supermarket Perimeter - March 2020 - 49
Supermarket Perimeter - March 2020 - 50
Supermarket Perimeter - March 2020 - 51
Supermarket Perimeter - March 2020 - Produce - Greenhouse grown
Supermarket Perimeter - March 2020 - 53
Supermarket Perimeter - March 2020 - 54
Supermarket Perimeter - March 2020 - 55
Supermarket Perimeter - March 2020 - Seafood - POKE
Supermarket Perimeter - March 2020 - 57
Supermarket Perimeter - March 2020 - Food safety - Digital monitoring
Supermarket Perimeter - March 2020 - 59
Supermarket Perimeter - March 2020 - 60
Supermarket Perimeter - March 2020 - 61
Supermarket Perimeter - March 2020 - 62
Supermarket Perimeter - March 2020 - Commissary Insider - Pizza
Supermarket Perimeter - March 2020 - 64
Supermarket Perimeter - March 2020 - 65
Supermarket Perimeter - March 2020 - Commissary Insider - ENSURING FRESHNESS
Supermarket Perimeter - March 2020 - 67
Supermarket Perimeter - March 2020 - Commissary Insider - Adding spice
Supermarket Perimeter - March 2020 - 69
Supermarket Perimeter - March 2020 - 70
Supermarket Perimeter - March 2020 - 71
Supermarket Perimeter - March 2020 - Product Showcase
Supermarket Perimeter - March 2020 - 73
Supermarket Perimeter - March 2020 - 74
Supermarket Perimeter - March 2020 - 75
Supermarket Perimeter - March 2020 - 76
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