This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
This Website Uses Cookies
By closing this message or continuing to use our site, you agree to our cookie policy. Learn More
This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • Magazine
    • Current Issue
    • Digital Edition
    • Subscribe
    • Archives
    • The Packaging Guide
    • Design Gallery Directory
  • Featured
    • Packaging Perspectives Podcasts
    • Packaging News
    • New Packages
    • Web Exclusives
    • Blogs
    • Supply Side
    • Supplier Products
    • Top Food Packaging Companies
    • Top Beverage Packaging Companies
  • PS News
    • Digital Editions
    • Special Reports
    • Subscribe
    • Sample Issue
    • Reprints
    • Customer Service
  • Machinery
    • Automation / Controls
    • Case Forming / Packing / Sealing
    • Cartoning
    • Coding / Marking / Printing
    • Components / Parts
    • Conveyors
    • Form-Fill-Seal / Filling & Closing
    • Inspection / Detection / Vision
    • Labeling
    • Unitizing / Palletizing
    • Robotics
    • Track & Trace / Serialization
  • Vertical Markets
    • Beer / Wine / Spirits Packaging
    • Beverage Packaging
    • Candy / Confectionery
    • Dairy Food Packaging
    • Food Service Packaging
    • Household Packaging
    • Meat / Seafood Packaging
    • Personal Care Packaging
    • Pet Food Packaging
    • Pharma / Medical Packaging
    • Produce Packaging
    • Snack Food Packaging
  • Materials
    • Adhesives / Sealants
    • Beverage Multipacks
    • Blister Packaging
    • Cans & Bottles
    • Closures/Lids
    • Films & Coatings
    • Flexible Packaging
    • Labels
    • Paperboard / Corrugated / Cartons
    • Rigid Containers
    • Sustainable Packaging
  • Brand Packaging
    • Design Gallery Directory
  • Events
    • Converters Expo
    • Converters Expo South
    • Global Pouch Forum
    • Industry Events
    • Webinars
  • More
    • Videos
      • Pack Expo 2019 Videos
      • PMMI video series
    • Book Store
    • Classifieds
    • Custom Content & Marketing Services
    • eBook
    • eXTRA eNewsletter
    • Interactive Product Spotlights
    • Market Research
    • The Packaging Guide
    • Polls
    • White Papers
  • Contact
  • Advertise
Home » Blogs » PACK EXPO Blog » Packaging—a Leading Edge for Private Label

Douglas J. Peckenpaugh is Chief Editor of Snack Food & Wholesale Bakery.

Packaging—a Leading Edge for Private Label

Private label blog FT
August 14, 2014
Douglas J. Peckenpaugh
No Comments
KEYWORDS PACK EXPO / private label packaging / retail packaging
Reprints

In case you hadn’t noticed, the private label retail product sector is in the midst of a metamorphosis. The depth and reach of retailers’ private label programs continues to grow—and this is particularly true of the national-brand-better (NBB) segment for products that don’t have a direct competitor on the nationally branded side of things. These are unique products that stand in their own right. They are brands, just like Coke, Kraft and Nabisco. They just happen to be owned by retailers.

One of the best ways to further differentiate these NBB products is through packaging. All too often, national brands can get bogged down by “that’s the way it’s always been done” thinking when it comes to packaging, or are tied to decisions already made for them in terms of what they can and can’t do with their product packaging. But innovation in packaging has been significant of late, bringing better overall quality, shelf life, food safety, etc. to the table—all items that we’ll have ample opportunity to explore during PACK EXPO International later this year (see you there). So to gain more of an edge, retailers should consider every packaging angle—particularly for NBB products—letting the logic of the packaging choice lead them into the best decision possible.

Retailers come at this game from a different angle, and when it comes to packaging they benefit from a rather short history in terms of hands-on operational packaging considerations. For years, retailers have largely left packaging decisions up to their supplier/manufacturing partners—and margins were incredibly tight. But now, as retail private label teams grow in size and sophistication (often poaching folks from national brand manufacturers), they’re developing their own specifications—and sometimes fully immersing themselves in the manufacturing process, steering initial R&D ideation through launch, and even opening and running their own plants. Since they’re new to this game, they’re eager to learn about all of their options—a great opportunity for packaging professionals to get in on the ground floor with these retailers-turned-manufacturers. And NBB products that will likely carry a higher price tag are more prone to absorbing a stronger investment in packaging (earlier this year I wrote a feature outlining packaging aspects unique to a private label retail perspective, highlighting a few product areas important to private label, which could be useful).

As more retailers go to market with a higher degree of innovation in their packaging, you can bet that the national brands will start to follow suit in an interesting twist of the mouse now chasing the cat—but a game that will only benefit the packaging sector overall. 

Recent Comments

A big warehouse is difficult to administer, but...

Douglas J. Peckenpaugh is Chief Editor of Snack Food & Wholesale Bakery.

You must login or register in order to post a comment.

Report Abusive Comment


Sign up for updates!


PACK EXPO Video


PACK EXPO 2013

 

 

Check out the PACK EXPO Photo Galleries here!


Check out our Partners:

 

Beverage Industry Brand Packaging Logo
Candy Industry Dairy Foods
Packaging Strategies Logo Food Engineering
Flexible Packaging The National Provisioner
Snack Food and wholesale Bakery

Packaging Strategies

PS1119_Cover-144px.jpg

2019 November

In the November issue of Packaging Strategies, we feature a new trend: Re-commerce, brands and Generation Z, resealable closures in food packaging, a pretzel company with filling & weighing equipment for more productivity and much more!

View More Create Account
  • Helpful Links
    • List Rental
    • Editorial Guidelines
    • Submissions Guidelines
    • Survey And Sample
    • Packaging Brands
    • Partners
    • Polls
    • Want More?
    • Connect
    • Privacy Policy
    • Subscribe
  • PS News
    • Subscribe
    • Customer Service
    • FAQ
  • Packaging Group
    • Flexible Packaging
    • Packaging Strategies
  • Subscribe
    • Print & Digital Edition Subscriptions
    • eNewsletters
    • Online Registration
    • PS News
    • FAQ
    • Subscription Customer Service

Copyright ©2019. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing