Private Label Beverages
Often overlooked in favor of more widely recognized national brands, private label (PL) beverages, occupy an understated space on the shelf. This characterization is especially true when it comes to PL carbonated soft drinks, the single largest supermarket grocery category, chalking up 5 to 6 percent of typical grocery sales. The sparkling flavored water category is a shining example of how PL is capable of creating its own distinct and successful niche. It also illustrates PL's ability to be both a follower and, in this case, a leader in flavor creation.