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"Private Label sales increases have exceeded the CPG market average as consumers are, in fact, spending more on Private Label on every shopping trip," according to the newest edition of "Facts, Figures and the Future," from Phil Lempert, the Food Marketing Institute (FMI), and ACNielsen.

There are two basic reasons for this trend: Private Label's role in current categories is growing by offering second and third tier products, and there also is expansion into "new" categories, which typically hold higher price tags (i.e., small household appliances).

"The largest source of Private Label growth has been its sales expansion in existing categories as it now holds the #1 share position in 25 percent of all categories that offer a store brand," according to the newsletter.
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