Private Label vs. National Brand Portfolio Optimization

Caldwell Retail Group • Household & Personal Care • $320M Category

GP / Linear Foot

$31.40

↑ $2.80 (+9.8%)

PL Penetration

31.2%

↑ 3.4pp

Trade Spend Eff

1.82x

↓ 0.21x

Switching Rate

18.4%

↑ 5.2pp

Planogram Comp

94.7%

↑ 2.1pp

Cannibal. Index

0.91

⚠ Destructive

Portfolio Share Evolution (10-Week Trend)

SKU Velocity vs. Gross Margin

Planogram ROI by Sub-category

National Brand Trade Spend Efficiency

Category GP Waterfall (Pre → Post Reset)

Supplier Co-op Funding Mix

Cleaning Compliance

Paper Products

Personal Care

Top SKU Performance Detail

SKU Name	Brand	Tier	Wk Sales	Velocity	GM%	Facings	GP/LF
All-Purpose Cleaner Lavender 32oz	Caldwell Essentials	PL	$18,420	147	42.3%	8	$38.20
Disinfectant Spray Citrus 19oz	Clorox	NB-Prem	$24,180	131	28.7%	12	$34.60
Glass Cleaner 32oz	Caldwell Essentials	PL	$12,340	128	44.1%	6	$36.80
Paper Towels 8-Roll Mega	Bounty	NB-Prem	$31,620	119	22.4%	16	$29.40
Dish Soap Lemon 24oz	Caldwell Essentials	PL	$9,870	112	46.8%	7	$39.10
Toilet Paper 12-Roll Ultra	Charmin	NB-Prem	$28,940	106	19.8%	20	$25.70
Laundry Detergent 64oz	Great Value	NB-Val	$15,230	98	31.2%	10	$27.60
Hand Soap Refill 56oz	Caldwell Essentials	PL	$8,140	94	48.3%	5	$41.20

Post-Reset Performance (10 Weeks)

Switching Behavior Heatmap

From NB Premium:

24% → PL

From NB Value:

31% → PL

PL to NB Prem:

PL Retention:

87%

Insight:

Post-reset switching from NB Value to PL is +14pp higher in Cleaning vs. Paper Products, indicating price-driven migration. Premium NB defection remains low (8%).