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Walmart Leads in Top Private-Label Brands

Kwik Trip is among the top five fastest growing own-store brands.

August 02, 2022

CHICAGO—Walmart dominates in private-label household penetration with four of the top five private-label brands, and convenience retailer Kwik Trip ranks among the top five fastest growing private-label brands, according to research by Numerator.

The top private-label brands ranked by household penetration include four Walmart brands: Great Value (purchased by 72.7% of U.S. consumers), Equate (51%), Marketside (44.2%) and Freshness Guaranteed (40%), followed by Dollar Tree (32.5%).

“The days of treating private-label products as untrackable are over,” said Eric Belcher, CEO, Numerator. “With market share now approaching 50% in some major categories, CPG manufacturers need visibility into the brand-level performance of private labels today more than ever before.”

Aldi, Target and Amazon lead in fastest growing private-label brands. Aldi private-label household penetration grew by 2.3 points from the second quarter 2021 to the second quarter 2022, followed by Favorite Day/Target (+2.2 points), Amazon Basics (+1.7), Member’s Mark/Sam’s Club (+1.3) and Kwik Trip (+1.3).

Numerator found that smaller format grocery stores lead in CPG private-label share. More than three-quarters (77.5%) of Aldi’s sales are for private-label products, followed by Trader Joe’s (59.4%), Wegmans (49.4%), Costco (33.5%), Sam’s Club (30%), HEB (26.9%), Walmart (23.3%), Kroger (22.1%), Meijer (15.8%) and Hy-Vee (15.2%).

Target (15.1%), Whole Foods (14.7%) and Publix (13.6%) follow closely behind the top 10 in private-label share within the grocery, household and health and beauty. Amazon captures significantly lower private-label share in these sectors. While Amazon captures higher private label share among its consumer electronics and home goods products, the retailer posts a private-label share of 3% among grocery, household and health and beauty products.

High-income consumers have the most favorable opinions of private-label products. More than half of high-income shoppers (56.9%) rate private-label products’ value as excellent/above average, compared to 55.2% of middle-income and 52.5% of low-income shoppers who said the same.

As inflation continues to rise, price is becoming more important than brand name for many consumers. In recent months, the number of consumers who say price is more important than brand name has grown across all income levels.

More middle- and high-income consumers are buying private label to save money. Nearly two in five high-income (39.5%) and middle-income (38.8%) consumers are purchasing private label as a cost-saving measure.

Within the Grocery sector, private-label brands account for 17.4% of sales, while branded products account for 82.6%. Private-label grocery share in the club channel (32.1%) is about twice that of other channels. Club is followed by mass (22.6% private-label share), online (20.2%), food (18.6%), dollar (9.9%) and drug (4.7%).

Private-label grocery share is lowest among low-income households. Despite a perception of private label as a brand for cash-strapped households, private-label grocery items hold similar share among low-income (17.1%), middle-income (17.9%) and high-income (17.2%) consumers.

Within the Household products sector, private-label brands account for nearly $1 in $5 spent (19.5% of sales), compared to 80.5% for branded items. In the club channel, private-label products account for more than one-third of all Household product sales. Private-label household products share in the club channel (35.5%) is followed by mass (19.4%), dollar (19.2%), food (18.7%), online (13.1%) and drug (8.9%).

Online private-label share continues to grow in the household sector. While online holds the second-lowest share (13.1%) for private-label products, it was the only channel to see consistent growth over the past two years (+3.1 points versus one year ago, +0.6 points versus two years ago).

Health and Beauty

Within the health and beauty sector, private-label brands account for more than $1 in $10 of consumer spend (11.9%, compared to 88.1% for branded items). The dollar channel closely trails the drug channel in health and beauty private-label share. The drug channel represents the highest share of health and beauty private-label sales (18.4%), followed by dollar (17.7%), mass (16.9%), club (14.2%), food (8.7%) and online (5.2%).

Health & Beauty private label share varies across income levels. Among low-income consumers, private-label products account for 17.2% of sector spend, compared to 14.9% for high income consumers.

Learn how private-label brands drive loyalty at c-stores and raise their image for fair prices in this month’s NACS Magazine cover story “ An Exclusive Offer ” in the digital edition of NACS Magazine .

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CStore Decisions

Kwik Trip Debuts ‘Kwik Spirits’ Brand

By Emily Boes | January 27, 2022

Kwik Spirits offers products such as wine, liquor, beer and tobacco, which includes humidor cigars, roll-your-own, chewing tobacco, vape products and cigarettes.

Kwik Trip, which opened its first store in 1960 in Eau Claire, Wis., operates 700-plus stores in Minnesota, Wisconsin and Iowa. Kwik Spirits currently operates nine locations, including Cloquet, Minn.; Rush City, Minn.; Byron, Minn.; Owatonna, Minn.; Cumberland, Wis.; two in Janesville, Wis.; Baraboo, Wis.; and Fort Dodge, Iowa.

so this happened pic.twitter.com/ayRWa7O609 — Kwik Trip (@KwikTrip) January 25, 2022

Kwik Spirits’ mission is to serve its customers and community effectively by treating customers, co-workers and suppliers as its employees would like to be treated and make a difference in people’s lives.

Kwik Spirits, as a part of the Kwik Trip family of brands, is committed to quality products at a great price.

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In Wisconsin, we make more flavors, varieties, and styles of cheese than anywhere else in the world. We believe in tradition, producing everything from Italian classics, like parmesan and ricotta , to swiss cheese and cheddar varieties. But every Wisconsin cheesemaker is an innovator as well, which is why we have so many Wisconsin originals, like colby and muenster. Whether it’s a grilled cheese sandwich, potatoes au gratin, or a charcuterie board , Wisconsin cheese makes every dish and recipe tastier.

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• J&J Snack Foods Acquires Thinsters

How Convenience Stores Can Improve Meat Snack, Jerky Sales

Mars plans for 100% reusable, recyclable or compostable product packaging, the sweet success of desserts: a cornerstone of convenience store sales, nonchocolate and gum see double-digit gains, kwik trip launches chip version of its flagship doughnuts.

LA CROSSE, Wis. — Convenience-store retailer Kwik Trip Inc. has debuted Glazers Chips—potato chips that mimic the brand’s Glazers Donuts—in all 642 stores in Iowa, Minnesota and Wisconsin, a representative from the company told CSP Daily News .

The sweet-flavored chips are the latest addition to Kwik Trip’s private-label snack line, Urge. Kwik Trip originally posted the idea of Glazers Chips on social media for April Fools' Day in 2016, and what started as a joke turned into reality after the company conducted a taste-testing trial. Glazers Chips are now available for a limited time, while supplies last, the company said.

“We’ll be shipping out more inventory over the next couple of weeks, but we only have limited quantities available,” a representative from the company said. “We can’t say for sure how long guests can expect to see [Glazers Chips] around.”

Glazers Donuts, which originated in 2003, are one of Kwik Trip’s house-baked items. Others include sliced and wrapped bread and muffins. All of Kwik Trip’s baked goods are made fresh daily at the company’s bakery facilities in La Crosse, Wis.

Kwik Trip, based in La Crosse, is a family-owned convenience-store chain operating more than 600 locations in Wisconsin and Minnesota under the Kwik Trip banner and Iowa under the Kwik Star banner. The retailer ranks No. 13  in  CSP’s Top 202 ranking of the largest c-store chains in the United States.

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Podcast: how yesway is leveraging its newly re-launched loyalty program to drive customer acquisition, engagement, podcast: farley kaiser of mclane fresh talks limited-time offers, breakfast and more, podcast: hear how weigel’s created its nil partnerships with university of tennessee athletes—and why it’s paying off, podcast: hear from sunstop convenience store’s michelle weckstein and the manager she mentors, doordash, walgreens, amazon extend convenience to more low-income customers, laid-off employee files lawsuit against foxtrot after sudden store closures, plant-based menu items making comeback, technomic says, kwik trip debuts cbd products, how kwik trip built a healthy food culture through pha.

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Reimagining the snack aisle

Tw&c helps kwik trip to redesign and build upon their store brands..

Kwik Trip is a mid-west powerhouse in the C-store category that has an increasing number of successful private label brands. Due to the growth in their offerings, the branding of these products became a challenge to keep manage and were lacking the impact they needed to represent the their quality next to large CPG brands on the same shelf. After conducting a comprehensive review of the brand landscape, we developed new logos and packaging systems for several key lines within their stores. The final designs stood proudly next to the national brands and brought clarity and cohesion to Kwik Trip’s retail strategy.

Looking for information or want to speak to someone? Click here.

708 North First Street, Minneapolis, MN 55401

Kwik Trip to open later this year

Second whitewater store set for early 2022 opening.

By Dave Fidlin

Correspondent

A still-growing Lacrosse-based gas station and convenience store known for its private label products and hot foods is moving forward on plans to open a pair of stores in Whitewater.

Kwik Trip is scheduled to cap off this year, opening the first of the two stores at 305 Elkhorn Road on Dec. 15. The next month, the company will ring in the new year, opening its second store at 837 S. Janesville St. on Jan. 22.

Shari Meyer, a representative within Kwik Trip’s real estate division, confirmed the opening dates when contacted by the Whitewater Register.

Company spokesman Steven Wrobel said signs of Kwik Trip’s imminent arrival should be evident in the coming months.

“Construction should begin this summer in July and August, respectively,” Wrobel said, pointing out work on the Elkhorn Road location will begin first and the Janesville Street following suit.

Cathy Anderson, the city’s economic development director, confirmed ground-level work is currently taking place in anticipation of actual construction.

Kwik Trip officials first officially announced their plans of laying roots within Whitewater late in 2019, when details for the Elkhorn Road site went before the Whitewater Plan and Architectural Review Commission. This store will be located near the roundabout with Business Highway 12.

The company’s plans for the second location became known in March 2020 when the Janesville Street site went before commissioners.

While details of the stores only recently surfaced, Kwik Trip representative Leah Berlin said the company actually had its eyes on the Whitewater area as far back as 2007.

Kwik Trip in recent years has been expanding its presence across Wisconsin and many neighboring states. The growth trajectory picked up steam in 2017 when the company acquired the similarly themed PDQ convenience store chain that was a stalwart in Madison, Waukesha and other areas of Wisconsin.

More recently, in late 2020, Kwik Trip acquired the 36 stores under the Madison-based Stop-N-Go banner, giving the company a presence in Illinois for the first time.

Kwik Trip offers a larger selection of groceries than most convenience stores – a distinction city officials have pointed out since the plans were first unveiled as the search for a new full-service grocer in Whitewater continues.

The dual Kwik Trips planned for Whitewater are to be nearly identical to one another, according to company representatives, with each offering a car wash, in addition to the fueling stations and convenience stores. The Highway 12 site is expected to have a detached car wash, while the Janesville Street property will have it attached.

The stores also will feature such amenities as the new take-home meal program that has been introduced at some stores in recent years to take advantage of the trend.

City officials praised Kwik Trip for its investment in Whitewater when the plans were first announced in late 2019 and early 2020.

When the second location was announced 14 months ago, Lisa Dawsey-Smith, representing the Whitewater Area Chamber of Commerce, said she believed it would be a positive for the community.

“This company has a history of being supportive to its host communities, and it offers a positive work environment to its employees,” Dawsey-Smith said at the time.

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Moscow Private Tours - All You Need to Know BEFORE You Go (2024)

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Our 20 Best Moscow Tours of 2022

Join us on an unforgettable tour to Moscow, the capital of Russia. Imagine visiting Red Square, St. Basil’s the Kremlin and more. Moscow is one of Europe’s most vibrant cities and one of Russia’s most historical. All of our tours to Moscow are fully customizable and can be adjusted to fit any budget. Our most popular tours are listed below. Please click on the tour details to learn more or contact us for more information about our Moscow tours using the form at the side of the page. You can also schedule a call with one of our Russian travel specialists to learn more.

Classic Moscow

This is our most popular Moscow tour that includes all the most prominent sights. You will become acquainted with ancient Russia in the Kremlin, admire Russian art in the Tretyakov Gallery, listen to street musicians as you stroll along the Old Arbat street, and learn about Soviet times on the Moscow Metro tour.

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A Week in Moscow

This tour is a perfect choice for those who wish to get to know Moscow in depth. One of the highlights of this package is the KGB history tour which gives an interesting perspective on the Cold War. You will also have time for exploring the city on your own or doing extra sightseeing.

Weekend in Moscow

This tour is a great way to get acquainted with the capital of Russia if you are short of time. You will see all the main attractions of the city, the most important of which is the Kremlin - the heart of Russia. The tour starts on Friday and can be combined with a business trip.

Group Tour Moscow Break by Intourist

Russia's capital has so much to offer, from the Kremlin and the Metro to the Old Arbat street and the Tretyakov Gallery. Besides these sites, you will also visit a fascinating country estate which today is quite off the beaten path, Gorky Estate, where the Soviet leader Lenin spent the last months of his life.

Kolomenskoye Tour with transport

The history of Kolomenskoye stretches back for centuries. In 1380, Dmitri Donskoi’s army passed through Kolomenskoye on their way to the Kulikovo battlefield, and it was...

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The Kremlin is truly a fascinating structure, at the same time it is an ancient tower, the city’s former military fortification, a palace, an armory, the sovereign treasury...

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Old Arbat walking tour

You will be told of the street’s interesting history and view the street’s artisan culture. You will also have the opportunity to view and purchase souvenirs from the...

Tour to Sergiev Posad with transport

Considered by some to be the Russian Vatican, Sergiev Posad is the temporary residence of the Patriarch of the Russian Orthodox Church. The Trinity St. Sergius Monastery (Lavra)...

Tour to Kuskovo with transport

The Kuskovo Estate often called the Moscow Versailles due to its perfectly preserved French park, is an example of an 18th century, luxurious Moscow summer residence. Its history...

Tour to Tsaritsyno with transport

The Tsaritsyno Estate is located in the southern part of Moscow. The estate was constructed for Catherine the Great by the Russian architects Bazhenov and Kazakov in a romantic...

Moscow Metro and Old Arbat Tour

The Moscow Metro is one of the largest and most grandly built metro systems in the world. It was meant to be a showcase of the Soviet Union’s achievements for both the Russians...

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Vodka is an important component of Russian life, an element of national identity and everyday culture. We invite you to visit the Vodka Museum and feel the atmosphere of long-gone...

Mikhail Bulgakov Apartment Museum

This apartment museum located close to Patriarch Ponds became the prototype of the "bad apartment" described in the novel "The Master and Margarita." Currently the museum's...

Kremlin, Red Sq., Cathedrals & Diamond Fund Tour

The State Museum of Lev Tolstoy Tour

Take this opportunity to learn more about the Russian writer Lev Tolstoy. During the visit to the museum you will see part of a vast collection of exhibits connected to Tolstoy...

Novodevichy Convent Tour with transport

Tour of the Novodevichy Monastery. Founded in 1524 by Grand Prince VasiliIoanovich, the original convent was enclosed by fortified walls and contained 12 towers. The structure...

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Panoramic City Tour. This Moscow tour is a great start to your trip and the best way to get acquainted with many of the city’s major highlights. Our professional guide will...

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Head to the heart of Moscow with a professional guide on a 4-hour private walk through the city center. See Tverskaya and Old Arbat streets, Theatre Square with the world-famous...

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KGB Tour with transport

This is a very interesting and insightful tour. You will visit places connected with Stalin’s terror - a time of great repression and fear. You will be shown monuments to...

Soviet and Post-Soviet Moscow Tour

The tour begins with a drive or walk down Tverskaya Street – a Soviet masterpiece. In the years of Soviet power, Tverskaya began to undergo a transformation: it was widened...

Tretyakov State Gallery Tour

This world-famous gallery contains masterpieces of Russian art beginning in the 10th century up until today. You will view exquisite Russian icons and paintings from the 18th and...

Jewish Heritage of Moscow Tour

This tour offers a detailed look into the history and present-day life of the Jewish community of Moscow. On the tour, you will visit sites connected with the cultural and religious...

Vodka Museum Tour with transport (excursion only)

Lena, our guide in Moscow was excellent. She was very knowledgable and could answer any question we had for her. We liked that she could pick up on our interests and take us places we might not have thought of to go. When we realized that one of the places we had chosen to see would probably not be that interesting to us, she was able to arrange entry to the Diamond Fund and the Armoury for us. Riding the Metro with Lena was a real adventure and a lot of fun. In Saint Petersburg we found Anna well versed in the history of the Tsars and in the Hermitage collection. Arkady in Veliky Novgorod was a very good guide and answered all of our questions with ease. Novgorod was perhaps a long way to go for a day trip, but we did enjoy it. Vasily was a great driver to have and kept us safe with good humour and skill. We enjoyed ourselves so much, my daughter says she is already planning to return. We would both have no hesistation to recommend ExpresstoRussia to anyone we know.

Just wanted to let you know that My grandson Bruno and I couldn´t have been more pleased with our week in Moscow (6/15 - 6/21). We were absolutely enchanted with the whole experience, including getting lost a couple of times in the Metro during our free time. Although both our guides (both Eleanas) were excellent, I would particularly commend the first one (she took us to the Tatiakov, the KGB tour, and to that beautiful cemetery where so many great Russian artists, authors, composers, musicians, militarists, and politicians are buried). Her knowledge is encyclopedic; and her understanding of today´s Russia as a product of its past was, for us, truly enlightening. I will be taking another tour in Russia, with my wife, within the next two or three years. I will be in touch with you when the time comes. Meanwhile, I will refer you to other potential visitors to Russia as I meet them.

Tours to Moscow

Our Moscow tours are land only meaning that you arrange your own air travel to Russia and our expert staff meets you at the airport and handles everything else from there. Our online Airline Ticket booking system offers some of the most competitive rates to Russia available on the web so if you need tickets, please visit our Russian air ticket center . Rest assured that you will be taken great care of on one of our Moscow tours. Express to Russia has a fully staffed office in Moscow that will help to make your visit fun, informative and unforgettable. Please remember that of all these tours are private and can be adjusted to your taste. You can add, replace or skip some sights; you can add more days to the package or cut the tour short. Our specialists will be glad to help you create the tour of your dreams!

Moscow, a City Like No Other

Moscow is Russia’s largest city with a population of between 12 and 13 million. It is also Europe’s largest city and when you visit Moscow, you can feel it. The layout and architecture of the city is eclectic, ranging from crooked, ancient streets and alleyways to wide, bustling boulevards, from medieval churches to Stalin skyscrapers and to modern, glass buildings towering over everything and of course in the center of it all is the Kremlin and the magnificent Red Square. Moscow is also home to a fantastic, efficient and very beautiful metro system – each station having its own special design. In fact, Express to Russia’s Moscow metro tours and excursions are some of our most popular attractions that we offer. On our Moscow tours, you will see this and more.

Moscow Tours centering on Russian History

Moscow has a long and interesting history and has been the capital of Russia in many of its different iterations – capital of the Grand Duchy of Moscow , the Russian Empire and of course the Soviet Union (who could ever forget the Soviet Union?). Moscow, was founded in the 12th century by Prince Yuri Dolgaruki (Yuri of the long arms – he really did have long arms!). From that time on, it was home to the Russian Tsars until Peter the Great moved the capital to St. Petersburg in 1703. The city has survived invasions and sieges from the Mongols, the Tartars, the Poles, Lithuanians and Napoleon but has always persevered. Our Moscow tours will enlighten you on this great history and give you insights into Muscovites and their unique culture. Our Moscow tours show you what the city is like today but also brings to life the past. Moscow never seems to sleep and is bursting with energy. A Moscow tour with Express to Russia is truly the best way of getting to know Russia’s largest and most vibrant city.

Frequently Asked Questions From Our Travelers

What is the best time to visit moscow.

Any time of year is fine depending on what you plan to do. Summertime is pleasantly warm, ideal for exploring the city and its vibrant atmosphere, but Moscow will be much busier and accommodation is more expensive. Winter can be quite cold but beautiful nonetheless, and this is unproblematic if you intend to spend most of your trip in museums and galleries. There are also various festivals and events organised throughout the year. For more information about the best time to visit, read our guide

How many days are enough in Moscow?

If you plan your itinerary strategically and aren’t averse to a packed schedule, you can cover Moscow’s main sights over a long weekend. Most popular attractions are in the city centre, and the Moscow Metro allows you to cover much ground in a small amount of time. Ensure that your accommodation is fairly central and book tickets in advance, so that you can make the most of your days. For an informative and well-organised day out, check out our Moscow day tours with options to suit all interests.

Do they speak English in Moscow?

As Russia’s capital city, tourists are well accommodated in Moscow. There should be English-speaking staff in restaurants, bars, hotels, shops and attractions in tourist hotspots, and there are also English-speaking tourist police. Transport services have English translations on their maps and English announcements via intercom; alternatively, order taxis from the Yandex Taxi app (Russian Uber), though it’s unlikely that your taxi driver will speak English. If you get stuck and cannot communicate, it’s fine to use Google Translate.

Is it safe to travel to Moscow?

It is no less safe to travel to Moscow than to any European city if you exercise common sense and look after your belongings. As with every city some regions can be more unsavoury than others, but no tourist attractions are located there. The traffic in Moscow is notorious, so exercise caution when crossing roads. Do not take unlicensed taxis; book in advance or take public transport, which is widespread and perfectly safe. If you encounter any problems, look for the special tourist police who can help you. For more information, read our guide about staying safe in Russia .

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