GOLDILOCKS GOES TO MARKET: THE “JUST RIGHT” EVOLUTION OF PRIVATE LABEL IN EVERY DEPARTMENT (CONT.)
Sensory Appeal Feels “Just Right” in
Bakery and Deli Bakery and deli are showing steady, structural growth. Private label products are gaining both dollars and units while keeping promotion levels moderate. These data suggest shoppers are rewarding execution and not just chasing price. In bakeries and delis, shoppers associate quality and freshness from food that feels made here and made now.
For suppliers, that creates opportunities to add value, like fresh-cut programs, limited-time collaborations or regional offerings that add local authenticity.
Dairy: Premium Private Labels Draw Shoppers In
Private-label dairy dollars are up more than ten percent, even as units soften slightly. The combination of dollar growth and slight unit decline is consistent with a shift toward higher-priced items, although the exact mix change is not visible in this dataset. Retailers continue to promote their dairy lines at meaningful levels, which supports the idea that shoppers are willing to consider a broader range of store brand options.
Branded dairy continues to show unit growth. This confirms that brand trust remains strong. Retailers are earning credibility on quality, helping to narrow the gap between branded and private label. Price still matters, but perception is doing more of the work.
The Sweet Spot Between Private Label and Brand Strength
Private labels are driving faster dollar growth, but branded lines maintain strong unit positions. Retailers use their labels to fill gaps in price and assortment. Brands lead where brand perception, differentiation and dependability matter most. Together, they deliver a broad spectrum of value and enable shoppers to trade across tiers without leaving the category.
Familiar Names Still Feel Good in the Center of Store
Branded sales edge ahead with heavier promotion, though both branded and private-label are losing units. Shoppers stick with names they know, especially when they can get a deal. Private label is holding its own, but real growth will require consistent quality and a few items that shoppers can seek out by name.
Private labels are blurring the branding line.
Some retailer sub-brands are now occupying a near-premium middle ground, carrying quality cues while staying competitively priced. Though they’re not on equal footing with the big names, private labels can build brand-like equity under the right conditions.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association Industry Landscape 34
Consistent quality, clear design and naming can convey reliability, and a few hero products can earn brand recognition.
As some retailer lines position themselves between the value labels and nationally recognized brands, their growth depends less on price advantage and more on their perception of quality. Branded products remain vital when they offer something private label cannot easily replicate, such as innovation, proprietary recipes or a sensory edge. Each strengthens the category by keeping variety and quality visible to the shopper.
Suppliers can help both sides succeed by growing to strict buyer specifications, local sourcing and limited-time promotions can bring freshness and local appeal to private labels and national brands alike.
Shared Growth and Value Make Everyone Happy
Private label gains where store performance defines quality. Brands hold their ground where loyalty and recognition still matter most. For retailers, suppliers and name brands, clear roles, aligned pricing and consistent delivery of what shoppers already trust can bring growth that’s just right for everyone.
Both sides win when they meet shoppers where quality lives. In freshness, in function and in familiarity.
Tom Barnes is the chief executive officer of Category Partners, LLC; a retail sector, business insights company founded in 2008, which specializes in driving growth by executing consumer and market research, data analytics and technology solu- tions. We’ve all heard about “Goldilocks shoppers” chasing a fixed idea of “just right.” Not too big. Not too small. Not too cheap. Not too expensive. It’s a useful idea.
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