Brands - Are Supermarkets Squeezing Out Brands? - UK - February 2009
Supermarkets’ own-label offerings have long been a significant part of the UK food sales, holding a share of nearly 29%.
The multiple retailers now manage a sophisticated own-label portfolio with different positionings responding to consumer needs and have been rewarded by continued growth in market share.
During the last 12 months, with the economic downturn accelerating towards the end of 2008, the popularity of own-label has intensified. As consumers have started to feel the pinch, they have switched from branded products to own-label in order to save money. As the UK enters recession, continued growth is expected in 2009, reinforcing the competition between own-label and brands.
This report analyses the changes taking place in the competition between supermarkets’ own-label and manufacturer brands to assess the extent to which the latter are being squeezed out of the market.
Which food categories are most vulnerable to a shift from manufacturer brands to supermarkets’ own-label?
Are any shifts to own-label induced by economic recession permanent or are they only temporary?
How have consumer perceptions and attitudes towards supermarkets’ own-label changed?
What are the drivers behind the increased popularity of own-label?
Which groups of consumers are most likely to shift to own-label and which are likely to stay loyal to brands?
What strategies can manufacturers adopt to maintain or increase their market share?
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