Start Your FREE Membership NOW
 Get Immediate Access to Licensing Articles & Special Features
 Receive Our Weekly eNewsletters, The Deal Sheet,
   The Licensing Advisor and Weekly Wrap Up
 Absolutely NO Risk or Obligation on Your Part -- It's FREE!

Upgrade to Premium Membership NOW for Just $47!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts

National Grocery Brands Rebound

By Marcy Magiera

The recession and its aftermath in the past five years have helped increase the appeal of store brands for grocery shoppers, but now that the economy is building strength (the stock market turmoil of the past month notwithstanding), consumers are once again beginning to see store brands as less desirable, signaling a renewed opportunity for national brands, Deloitte reports in its “2015 Pantry Study.” This positive turn should extend to licensed food and beverage brands, which have already been having a good run. Sales of food and beverage licensed products increased 4.8% in the U.S. and Canada in 2014, and at $8.71 billion constitute one-third of the market for corporate licensed products, according to The Licensing Letter’s Annual Licensing Business Survey.

Despite large marketing budgets, three out of four packaged goods categories have seen a decline in “must have” brand loyalty since 2011, Deloitte found. National brands of coffee, bottled water, beer, soups, salad dressings, candy, ice cream, energy drinks and frozen food have all lost ground in terms of consumer loyalty, according to the study, while juices, soft drinks, cookies, condiments, meal kits and dairy are among those that have built brand loyalty among consumers.


You have 8 articles left to view this month.

Your 8 Free Articles Per Month Goes Very Quickly!
Get a 3 month Premium Membership to
The Licensing Letter for just $47!

Sign up now and get unlimited access to all articles, archives, and tools for The Licensing Letter!

You need to be logged in to access this content.

If this is the first time you are visiting our new website, you may experience problems logging in. If your username is your email address, you should have no difficulties using your existing username and password.

If your email address was not your username, please logon by entering your email address and your present password.

If you need help logging in, please contact customer service at 1-888-729-2315 or

Please Login...

Email Address


or Register for free for a Limited Access account.

Email Address