Private-label products are no longer just the budget-friendly alternative on store shelves—they’re a strategic powerhouse driving retail growth. With consumer preferences shifting and grocers doubling down on their own brands, private label is evolving from a low-cost option to a high-quality, innovative category that competes head-to-head with national brands.

According to Food Business News, private-label sales grew 6% in 2023, continuing an upward trend as consumers look for value without compromising on quality. The appeal is clear: private labels allow retailers to differentiate their offerings, boost margins, and foster brand loyalty. And consumers are responding—especially in frozen.

Why Frozen Private Label is Thriving

The frozen category is a sweet spot for private label growth. Shoppers trust frozen for its convenience, long shelf life, and—contrary to past misconceptions—high nutritional value. Retailers are making aggressive moves to innovate in frozen, investing in plant-based meals, premium ingredients, and global flavors to meet evolving consumer demands.

This growth is backed by data. Frozen food consumption is increasing across demographics, with younger consumers in particular embracing frozen as a convenient, high-quality meal solution. Additionally, inflationary pressures have driven more shoppers toward private-label frozen products as they seek affordable yet premium-quality options. Retailers are leveraging this demand by expanding their frozen assortments with better-for-you options, high-protein meals, and globally inspired cuisine.

At Brecon Foods, we see this shift firsthand. Our customized sourcing solutions help retailers capitalize on the private-label boom by securing premium frozen ingredients that align with market trends. From organic fruits and vegetables to ready-to-eat meal components, we work with partners worldwide to ensure supply chains are strong and adaptable.

What’s Next for Private Label?

Retailers who invest in private label are playing the long game. The key to success? Quality, consistency, and innovation. Circana’s research indicates that frozen private-label products are seeing increased repeat purchase rates, signaling strong consumer trust and satisfaction. Additionally, retailers that invest in product differentiation, sustainability, and unique flavor profiles are gaining a competitive edge.

Looking to strengthen your private-label frozen food strategy? Let’s talk. Brecon Foods is here to help retailers build strong, future-proof supply chains that deliver on quality and value.

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