Organic innovation: The growing importance of private label products in the United States

Abstract Using organic food and drink product innovation data for 2015, we document the growing role of private label (PL) products in the United States. A further focus is provided through two case studies of product categories: dairy and processed fruit & vegetable products. The strategic choices of firms are described with reference to the content of organic ingredients in multiingredient foods. The performance impact on consumers is described by reporting subcategory price differentials between PL and national brand organic and conventional food and beverage products. We demonstrate that PL products may be leading organic innovation in certain dimensions, particularly value.