Private Label Programs Take Off

According to The NPD Group's "Private Label Perceptions, Usage Patterns and Intentions," 24 percent of all food and beverages served in American homes last year were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis.

"There is no question that private label foods have become an integral part of American life," said Harry Balzer, chief industry analyst at NPD and author of "Eating Patterns in America." He added: "Furthermore, we do not hide private label foods as an ingredient or as an additive to another dish. Today over half of all store brand food eatings are the end dish."

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