Tom Pirovano, Director, Industry Insights
Sales of store brands, or private label products, began to spike in 2007 just as we were seeing the first signs of an economic downturn. At first, these private label sales were driven by higher commodity prices, but volume growth began to catch up with dollar growth in mid-2008. As the economy continues to struggle, more and more consumers are replacing their branded products with private label equivalents. Store brands are up 10% to $84.4 billion in annual sales across categories …

During a recession, the conventional wisdom may be that brands suffer as consumers look to reduce costs and save money.  But while private labels have shown solid growth in many categories, brands continue to grow.  According to Nielsen, 75 of Britain’s top 100 brands continue to increase sales.
Britain’s top brand? Coca-Cola, which racked up £969 million in sales in 2008. Following behind – and showing impressive 16 percent growth – was bread brand Warburtons, with sales of £710 million.
“A strong brand, which focuses on its core value proposition, can outperform …

RANK
PROGRAM
NETWORK
# OF OCCURRENCES ON PROGRAM

1
AMERICAN IDOL
FOX
4,636

2
BIGGEST LOSER (NBC)
NBC
4,364

3
DEAL OR NO DEAL
NBC
2,122

4
EXTREME MAKEOVER HOME EDITION
ABC
1,776

5
APPRENTICE
NBC
1,646

6
HELLS KITCHEN
FOX
1,596

7
BIG BROTHER 9
CBS
1,514

8
ONE TREE HILL
CW
1,308

9
AMERICAS NEXT TOP MODEL (CW)
CW
1,259

10
LAST COMIC STANDING (NBC)
NBC
1,206

Source: The Nielsen Company (January 1, 2008 – June 30, 2008)

Chart includes data for the following broadcast TV networks: ABC, CBS, CW, FOX, MNT, NBC

RANK
BRAND
CATEGORY
# OF OCCURRENCES ON TELEVISION

1
COCA-COLA SOFT DRINKS
SOFT DRINKS
2,990

2
24 HOUR FITNESS FITNESS CTRS-CLUBS
FITNESS CTRS-CLUBS
1,765

3
CHEF REVIVAL APPAREL
APPAREL
1,308

4
AT&T TELEPH SVCS-WIRELESS TEXT MESSAGING
TELEPH SVCS-WIRELESS
701

5
PUSSYCAT DOLLS LOUNGE NIGHTCLUBS
NIGHTCLUBS
602

6
NIKE SPRT FTWR
SPORTING FOOTWEAR
575

7
FREEMOTION FITNESS EXERCISE EQUIP
EXERCISE EQUIP
409

8
CHICAGO BEARS FTBL TM
FOOTBALL TEAM
383

9
NIKE APPAREL
APPAREL
378

10
PRECOR EXERCISE EQUIP
EXERCISE EQUIP
374

Source: The Nielsen Company (January 1, 2008 – June 30, 2008)

Chart includes data for the following broadcast TV networks: ABC, CBS, CW, FOX, MNT, NBC