Private brands are leading growth in the packaged vegetable category.
According to Becky Logan, Category Management Director at Lakeside Foods (AWG’s partner for AWG Brands canned and frozen vegetables), private brands are continuing to capture market share from the national brands in canned and frozen vegetables.
“8 out of 10 customers buy packaged vegetables, and as they try to stretch their dollars farther in this economy, private brand is increasingly their desired choice,” Logan said.
Here are just a few data points showing the value of a strong owned brand assortment.
Canned Vegetables
Currently in the U.S. grocery market, more than half of all cans of vegetables purchased are private brands. And compared to all other brands, private brands have the most loyal buyers, the highest percentage of repeat buyers, and the lowest buyer turnover. This is not only good news for private brands, but for the category in general, because repeat buyers are increasing their number of canned vegetable trips and spend more than twice as much annually on canned vegetables than new buyers do.
Frozen Vegetables
The data shows a similar story in the frozen vegetable aisle. private brands account for nearly 60 percent in plain frozen vegetable unit sales, gaining 3 points of share from brands in 2021 (compared to the 2019 data). private brand frozen vegetable unit sales have grown 5 percent post-pandemic compared to pre-pandemic levels. Also in frozen, private brands have the highest percentage of repeat buyers (74 percent), and consumers report increasing their frozen vegetable consumption over the last two years.
Canned and Frozen Vegetables: A Household Staple
While canned and frozen vegetables may not seem as glamorous as other food items, these categories are a household staple. In the U.S., 78 percent of households purchase canned and frozen vegetables on a regular basis. And 62 percent of households buy private brand canned and frozen vegetables. This strong sales penetration shows that analyzing and optimizing your AWG Brands offerings in this category is a worthwhile investment.
Other market trends also point to the value of a strong product mix in these important retail segments. Consumers continue to consider nutrition and well-being when making food purchases, which means they are seeking out more plant-based foods. They also continue to prioritize convenience as an important aspect of meal planning, so canned and frozen vegetables are a great way to avoid waste from fresh vegetables that spoil before use. Lastly, today’s inflation in prices across all product categories is leading consumers to look for ways to stretch their dollars, and canned and frozen vegetables are a great value!
Canned and Frozen Vegetables: Field to Package in Hours
AWG Brands suppliers partner directly with growers strategically located near their production facilities in states with optimal climates for growing peas, snap beans, carrots and sweet corn. Suppliers employ agriculture teams in each region, who choose seed varieties, manage planting, and oversee crop development. As harvest time nears they monitor the crops continuously to ensure that vegetables are picked at the peak of maturity, then immediately transported to production facilities for unloading, washing, blanching and canning or freezing. This means that vegetables are usually fully processed in a matter of a few hours, locking in freshness, flavor and nutritional value.
AWG Brands Fresh Produce Section
Always Save provides multiple bagged product options for consumers looking for value. Onions, apples, and potatoes in Always Save and potatoes in Best Choice give customers an easy, convenient, and budget-friendly way to make sure they have these staples in their pantry. For retailers, these bagged produce items make merchandising convenient, help reduce shrink, and since they carry a UPC, are easily inventoried and priced.
