29 Nov Trends: Center Store – At Center Stage for Future CPG Success
From health care and home care, to food and beverages, center store plays a vital role in meeting consumers’ everyday CPG needs. This area of the store represents about two-thirds of total CPG sales.
Long before the recession hit, competition for share of center store sales was intense. Since that time, and throughout the course of the recession, the battle for share of center store categories has remained quite intense. Across CPG channels, CPG marketers have aggressively priced and heavily promoted these categories in hopes of drawing in shoppers and winning share of wallet.
Private label is an important differentiator for retailers looking to protect and grow their center store sales. That said, national brand manufacturers have turned up the heat on their competitive strategies. Recent data suggest some of these strategies are working, as private label share growth has moderated, or even turned negative, across some CPG categories.
This edition of Times & Trends explores center store sales and share trends, as well as strategies CPG marketers are leveraging in an effort to protect and grow share of this valuable piece of the CPG pie.