H-E-B, Kroger expand store brand products as shoppers continue to feel pinch of grocery inflation
Over the past year, inflation, supply shortages and a much-publicized bird flu have combined to push the price of groceries up an average of 9.5 percent. Egg prices are notorious at this point, having more than doubled since this time a year ago. And the cost of other staples, including bread and milk, has also risen, forcing some people to make a painful choice between paying for food or for other necessities.
For Kristina Coen, an educator in Houston, her grocery list at H-E-B includes a variety of store brand products — bread, tomato sauce, tea, ice cream and more. While the private-label products may be cheaper than national brands, grocers and shoppers say they can be just as good, if not better. So while consumers may make the switch to a store brand initially for the lower price, once they try it, they’re likely to stick with the store brand — and try even more, according to research by Deloitte.
Some retailers contract with manufacturers of name-brand products to produce their store brand products, while others have their own manufacturing facilities. About 41 percent of Kroger’s own grocery products are produced within the retailer’s 33 food production plants in the U.S., while the rest come through partnerships with third-party manufacturers. H-E-B also operates several manufacturing facilities within Texas to produce a portion of its products.
H-E-B’s focus on Texas allows the grocer to form a product strategy based on the preferences of Texans, Helfman said.
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