A majority of consumer households (90%) now contain private brand products, according to FMI’s Power of Private Brands study. In categories across the store, consumers are looking for ways to save money on a wide selection of quality private brand items. In the same FMI study, 95% of consumers reported they purchased private brands at least occasionally and 56% reported purchasing more private brands over the past year. Good value, less expensive, quality, and taste were among the top reasons consumers cited for why they purchase private brands.
As the AWG private brands program has continued to evolve over the years, it’s consumer data and trends such as these plus feedback from AWG member retailers that has helped set strategic direction for the program. Member feedback has highlighted the opportunity to extend the focus on products that can be cost competitive and have broader reach across categories. With this in mind, AWG’s partnership with Topco came to life in early 2025.
In addition to legacy AWG Brands, Topco’s breadth and scale allow AWG member retailers to gain efficiencies in multiple brands and categories not previously served by AWG Brands. This expansion of private brands gives AWG member retailers a distinct value proposition for consumers.
