Private label brands are on the rise, putting pressure on retailers to create their own, differentiated products to create both brand and store loyalty from consumers.

The last time Nielsen reported on private label brands was in 2017. However, the growth they noted was staggering, at more than three times that of branded products. Much of this growth was from premium private label products, reinforcing the idea that we're not talking lackluster product imitations anymore.

Private Label Brands Today’s definition of private label refers to high-quality generic products competing with name brands in the premium segment.

Amazon Private Label

Nearly every major retailer has their own private label. This, of course, includes one of the world’s largest retailers, Amazon. In 2018, Amazon expanded its presence in the pet space through the launch of its own private label brand of dog food called “Wag.” This new private label added to the approximately 80 private label brands owned by Amazon.

When consumers place their trust in specific retailers, they extend that trust to their private label brands, making the purchase decision process quick and easy. This upped the ante for traditional brands, who now must compete with what they once considered to be inferior generic brands.

Private Label Brands Name brands are now having to compete with more private label brands as they continue to improve in quality and differentiation.

MJS Packaging’s Expert Opinion

When it comes to packaging considerations for private label brands, there is no better expert than Mike Long, Regional Manager at MJS Packaging. Mike works with several key private label customers and has some helpful insights to companies considering creating a private label brand.

“We find that manufacturers of private label brands are focused on having a functional, economic package. Often, private label brands emulate their national brand equivalents, and so they tend to follow suit and use the same type of packaging, whether it’s flexible, paper, etc.”


In addition, Mike points out that we are seeing the growth of the private label industry both on-shelf and online, so MJS Packaging is ready to assist private label brands with ecommerce-ready packaging solutions. According to Mike, ecommerce is driving manufacturers to seek out packaging options that are leak-resistant and durable, while also creating less waste.

For example, retail liquid products sold with the trigger sprayer intact would need a few modifications to be ready for ecommerce. He recommends using an induction seal liner on the bottle and separating the trigger sprayer for shipment.

MJS Packaging Solutions

Whatever your private label packaging needs may be, MJS Packaging can help you find the best solution. We are here to be your partner when packaging your private label products.

Contact our knowledgeable packaging solutions specialists today. Call us at (800) 915-2262.