Private label CPG is growing…and fast! Many will point to continued inflation as the major support for consumers switching to private-label alternatives, but what if it stems from a grocery retail CAPEX investment theme that started a decade earlier? Consider the digitalization of supermarkets…facial recognition cameras, AI-powered smart carts, smartphone apps, and I could keep going, but harnessing this Big Data can certainly help grocers create better private label products. So, yes…grocery retailers have been investing heavily into private label product innovation, brand development, and incremental store placement. But what’s feeding those new private labels (like Walmart’s bettergoods) that look, taste, and are positioned more like trendy emerging CPG brands…are those supermarkets now having access a mountain of new valuable consumer data points. And to be completely honest…that should scare the hell out of CPG brands.

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