Own-brand food and beverage sales reached more than US$48bn in 2006, and are set to rise to over $56bn by 2011, according to a report out today (1 February).

The study, titled "Private Label Food and Beverages in the US" said 41% of shoppers identify themselves as frequent buyers of private-label goods - up from 36% in 2005. 

Don Monturi, publisher of the group behind the report, Packaged Facts, said the rise of private label is the consequence of the quality and value offered by retailers.

"The idea that a local retailer can offer products as good as, or better than, a national brand at a lower price only helps to build consumer confidence and loyalty towards the retailer," Montuori said. "The consumer gets a greater value and the retailer is more profitable."