Importing European food at a reasonable cost is harder for US supermarkets in the age of Trump’s tariffs. But they are busy filling their shelves with another European staple: private label groceries.
Foods sold under store brands are steadily filling a bigger share of the US consumer’s shopping cart. Think Walmart’s Great Value wavy potato chips instead of PepsiCo’s Ruffles, or Trader Joe’s organic chicken rather than cuts sold under the Perdue name.
Sales of so-called private label groceries, pioneered by German discounters Aldi and Lidl, have increased by 4.2 per cent in the past 52 weeks in the US, according to data compiled by NielsenIQ. That compares with a 1.1 per cent rise in sales for national brands over the same period.
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