Private label continues European advance

Tesco private label
Pic : Piranhi / Shutterstock.com

In almost all European countries the supermarket chains' own brands again increased their market share last year. Switzerland, Spain and the UK remain at the forefront.

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Cheaper alternative

Italy is now the only country where private label volume share remains below 30%: own brands have a share of 22.3% in volume, 19.1% in value. Even though market share has risen more than 2%, the country still lags far behind European frontrunner Switzerland, where private labels account for almost half of the market, with a 49.8% share by volume and 42.5% by value. The figures come from the latest edition of the International Private Label Yearbook, published by PLMA (the association of private label manufacturers) and research agency Nielsen.
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Private label share fell slightly in Switzerland. In 14 of the 19 countries surveyed, on the other hand, private label market share increased last year. In six countries, private labels represent more than 40% of the volume, but in terms of turnover, market share is significantly lower: private labels generally offer a cheaper alternative to branded products.

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Slight decrease in Benelux

In Belgium, private label market share now stands at 44% in volume and 31.6% in value. The share increased slightly in volume but decreased in value, which indicates a somewhat greater price pressure. The share is highest in the fresh, frozen and bakery and biscuits categories. The strongest risers were children's biscuit mix, prepared meal kits, stain removers and toothpicks.
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In the Netherlands, private label share declined very slightly, both in volume (from 37.1% to 37.0%) and in value (from 33.4% to 33.3%). Private label share is highest in fresh, delicatessen and bakery and biscuits. In frozen foods, the share is remarkably lower than in most other countries. Strong risers include razor blades, disposable nappies, liquid stock and paté.

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