In search of loyalty: private label packaging solutions for the retail grocery industry

The U.S. corrugated packaging industry is highly concentrated, competitive and mature, facing only modest growth in the United States. The objective of this paper is to understand the opportunity that private label grocery products present to the corrugated packaging industry and how Weyerhaeuser Company might increase demand of corrugated boxes. Industry analyses of both the U.S. retail and corrugated packaging industry are provided in conjunction with summaries of major firms in the respective industries. Private label programs are a point of differentiation in the retail industry with implications to national brand manufacturers and the corrugated packaging industry. The use of SWOT analysis provides an insight into Weyerhaeuser and presents a number of opportunities to improve market share in corrugated packaging.