Business: Grocer's Profits v. New Consumer Foods

BRAND-NAME BATTLE Grocer's Profits v. New Consumer Foods

The rise of supermarkets, which now sell 68% of all U.S. groceries, has brought some potent new weapons to an old competitive war: the fight between the national name brands (sold under a corporate trademark) and the private labels (groceries processed for individual stores or chains). In the past three years, the private labels have increased their share of the market for many items—instant coffee from 12% to 31%, frozen vegetables from 38% to 53%, margarine from 58% to 71%, etc. Even such an advocate...