FoodNavigator shared trends from Nielsen's 2018 Total Consumer Report, specifically that premium private label is growing quickly. This tier of private label accounted for 7 percent of dollar sales and grew 10.6 percent in the 52 week period. Discount private label accounted for 30 percent of dollar sales, but actually declined by 2.3 percent. Branded products showed a similar trend, with premium items growing in sales 6.3 percent, and less premium items declining.