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Private Label Food and Drink - Europe - December 2011

Across Europe, development of private label offers has been a key point of focus for the major food retailers. Faced with a tough economic climate and increased competition, investment in such areas is seen as an important means of both differentiating against the other major players and of protecting margins.

Mintel estimates the total market value of private label food and non-alcoholic beverages across Germany, France, Italy, Spain, and the UK stood at over €211 billion in 2010 and will rise to around €219 billion for 2011. Germany is the largest market for private label food and drink, with sales estimated at €57 billion in 2010. Private label in Italy is a highly underdeveloped market, accounting for an estimated 19% of food and drink sales by value in 2010, compared to over 42% in the UK and Spain.

This report covers the following products:

  • Manufacturer brands: brands available in most grocery stores, such as Kellogg’s, Nestlé. They can be brand leaders like Heinz baked beans or secondary brands.
  • Private label/retailer brand: a brand under the management control of a retailer. It may carry the retailer’s name or a name created exclusively by that retailer. This category includes both tertiary brands and own-label/own-brand products.
  • Own-label/own-brand: a range of products carrying the retailer’s name, such as Tesco, Asda. This includes sub-brands where own-label ranges have been segmented based on lifestyle, for example Tesco Wholefoods, Sainsbury’s So Organic, or by price, such as Tesco Finest, Sainsbury’s Basics.
  • Tertiary brand: a range of products under the control of a retailer and exclusive to it, but trading under a name other than that of the retailer, for example Cocopia chocolates at Tesco. Tertiary brands are widely used by discount retailers and have previously been intermittently used by the mainstream retailers.
  • Premium own-label: own-label ranges positioned towards the top end of the price spectrum, in line with branded products, such as Tesco Finest, Asda Extra Special.
  • Value/budget/economy own-label: own-label ranges positioned at opening price points in each product category, typically considerably cheaper than branded products, such as Sainsbury’s Basics, Tesco Value.

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Table of contents

  1. Introduction

      • Abbreviations
      • Executive Summary

          • The market
            • Embracing private label
              • Figure 1: Private label food and non-alcoholic beverages market size (Spain, UK, Germany, France, Italy in aggregate) (incl. VAT), 2009-11
            • Share by country
              • Figure 2: Private label food and non-alcoholic beverages market size, by country (incl. VAT), 2009-11
            • Market factors
              • Consumers remain under pressure
                • Inflation drives value growth
                  • Ageing population
                    • Companies, brands and innovation
                      • Leading food and drink launches by company
                        • Figure 3: Top 5 European markets: % of new product launches, by company, 2009-11
                      • Brand launches
                        • Figure 4: Top 5 European markets: % of new product launches, by brand, 2009-11
                      • Leading new launch claims
                        • Figure 5: Europe: % of new product launches, by claim, 2011
                      • The consumer
                        • Figure 6: Agreement with selected lifestyle statements, 2010
                      • What we think
                      • Issues in the Market

                          • Some European retailers playing catch-up
                            • Figure 7: New brands from Spar Österreich and Billa/Rewe
                          • Nordics and Italy ripe for development
                            • Quality, quality, quality
                              • Own brand versus exclusive brand
                                • To copy or not to copy
                                  • Building strengths in niche offers
                                  • Pan-European Comparison

                                    • Executive summary
                                      • Consumer spending
                                        • Figure 8: Consumer spending on food and non-alcoholic beverages, 2006-10
                                      • Retail sales
                                        • Figure 9: Food specialists, retail sales, 2006-11
                                      • Relative importance of private label
                                        • Figure 10: Private label as a share of all food and non-alcoholic beverages, 2010
                                      • Consumer attitudes
                                        • Figure 11: Agreement with selected lifestyle statements, 2010
                                        • Figure 12: Agreement with selected lifestyle statements, 2010
                                      • Innovation: Leading categories
                                        • Figure 13: Europe: % of new product launches, by product category, 2011
                                      • Innovation: Leading claims
                                        • Figure 14: Europe: % of new product launches, by claim, 2011
                                      • Innovation: Economy vs Premium positioning
                                        • Figure 15: France: % of new product launches by economy and premium claim against volume GDP growth, 2007-11
                                        • Figure 16: Germany: % of new product launches by economy and premium claim against volume GDP growth, 2007-11
                                        • Figure 17: Italy: % of new product launches by economy and premium claim against volume GDP growth, 2007-11
                                        • Figure 18: Spain: % of new product launches by economy and premium claim against volume GDP growth, 2007-11
                                        • Figure 19: UK: % of new product launches by economy and premium claim against volume GDP growth, 2007-11
                                      • Innovation: Leading companies
                                        • Figure 20: Top 5 European markets: % of new product launches by company, 2009-11
                                      • Innovation: Leading brands
                                        • Figure 21: Top 5 European markets: % of new product launches, by brand, 2009-11
                                    • Market Size

                                        • Total market share and size
                                          • Figure 22: Private label’s share of food and non-alcoholic beverages retail spending, by value (Spain, UK, Germany, France, Italy in aggregate), 2009-11
                                          • Figure 23: Private label food and non-alcoholic beverages market size (Spain, UK, Germany, France, Italy in aggregate) (incl. VAT), 2009-11
                                        • Private label’s share of sales by country
                                            • Figure 24: Private label’s share of food and non-alcoholic beverages retail spending, by value, by country, 2009-11
                                          • Market size by country
                                            • Figure 25: Private label food and non-alcoholic beverages market size, by country (incl. VAT), 2009-11
                                          • Spend per capita
                                            • Figure 26: Per-capita consumer expenditure (incl. VAT) on private label food and non-alcoholic beverages, by country, 2009 and 2010
                                        • Who’s Innovating?

                                          • Going beyond good/better/best
                                            • Figure 27: Own brands from Tesco, Morrisons, and Edeka
                                          • Focusing on fresh
                                            • Figure 28: Wm Morrison, Leeds, and Marks & Spencer, High Street, Kensington
                                          • Ethnic foods
                                            • Figure 29: Carrefour Halal products
                                          • Grab and go
                                            • UK convenience store activity
                                              • Further segmentation
                                                • Free from concerns
                                                  • Children are our future
                                                    • Local products for local people
                                                    • France

                                                      • Executive summary
                                                        • Economic background
                                                          • Population forecast
                                                            • Figure 30: France: Over 65s as % total French population, 1950-2030
                                                          • The economy
                                                            • Figure 31: France: Quarterly GDP growth, 1991-2011 (Q2)
                                                            • Figure 32: France: Indicator of consumer confidence, January 2007-September 2011
                                                          • Inflation
                                                            • Figure 33: France: Inflation in food and other major categories, 2006-11 (Sept)
                                                            • Figure 34: France: Percentage change in Consumer Price Index vs average wages, 2006-11
                                                          • Consumer spending and retail sales
                                                            • Figure 35: France: Consumer spending on food and selected other goods, 2006-10
                                                            • Figure 36: France: Food retailers’ sales, 2006-10
                                                          • Consumer attitudes
                                                            • Figure 37: Agreement with selected lifestyle statements, France, 2010
                                                            • Figure 38: Agreement with selected lifestyle statements, France, 2006-10
                                                          • Innovation: Leading categories
                                                            • Figure 39: France: % of new product launches, by product category, 2007-11
                                                          • Innovation: Leading claims
                                                            • Figure 40: France: % of new product launches by claim, 2007-11
                                                          • Innovation: Leading companies
                                                            • Figure 41: France: % of new product launches, by company, 2009-11
                                                          • Innovation: Leading brands
                                                            • Figure 42: France: % of new product launches by brand, 2009-11
                                                          • Private label market size and share
                                                            • Figure 43: France: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
                                                            • Figure 44: France: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices, 2009-11
                                                          • Volume share by category
                                                            • Figure 45: France: Private label volume share of retail sales by selected food category, 2010
                                                            • Figure 46: France: Private label volume share of retail sales, by selected non-alcoholic beverage category, 2010
                                                          • Value share by category
                                                            • Figure 47: France: Private label value share of retail sales, by selected food category, 2010
                                                            • Figure 48: France: Private label value share of retail sales, by selected non-alcoholic beverage category, 2010
                                                          • Value sales by category
                                                            • Figure 49: France: Private label value sales, by selected food category, 2010
                                                            • Figure 50: France: Private label value sales, by selected non-alcoholic beverage category, 2010
                                                        • Germany

                                                          • Executive summary
                                                            • Economic background
                                                              • Demographics
                                                                • The economy
                                                                  • Consumer prices inflation
                                                                    • Figure 51: Germany: Consumer prices inflation, Jan 2006-Oct 2011
                                                                  • Consumer spending and retail sales
                                                                    • Figure 52: Germany: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
                                                                    • Figure 53: Germany: Food retailers’ retail sales, 2006-11
                                                                  • Implications for private label
                                                                    • Consumer attitudes
                                                                      • Figure 54: Agreement with selected lifestyle statements, Germany, 2010
                                                                      • Figure 55: Agreement with selected lifestyle statements, Germany, 2006-10
                                                                    • Innovation: Leading categories
                                                                      • Figure 56: Germany: % of new product launches, by category, 2007-11
                                                                    • Innovation: Leading claims
                                                                        • Figure 57: Germany: % of new product launches by claim, 2007-11
                                                                      • Innovation: Leading companies
                                                                          • Figure 58: Germany: % of new product launches by company, 2009-11
                                                                        • Innovation: Leading brands
                                                                          • Figure 59: Germany: % of new product launches by brand, 2009-11
                                                                        • Private label market size and share
                                                                          • Figure 60: Germany: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
                                                                          • Figure 61: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices, 2009-11
                                                                        • Volume share by category
                                                                          • Figure 62: Germany: Food: Private label volume share of retail sales, by selected category, 2010
                                                                          • Figure 63: Germany: Non-alcoholic beverages: Private label volume share of retail sales by selected category, 2010
                                                                        • Value share by category
                                                                          • Figure 64: Germany: Food: Private label value share of retail sales, by selected category, 2010
                                                                          • Figure 65: Non-alcoholic beverages: Private label value share of retail sales, by selected category, 2010
                                                                        • Value sales by category
                                                                          • Figure 66: Germany: Food: Private label value sales, by selected category, 2010
                                                                          • Figure 67: Germany: Non-alcoholic beverages: Private label value sales, by selected category, 2010
                                                                      • Italy

                                                                        • Executive summary
                                                                          • Economic background
                                                                            • Demographics
                                                                              • Economy
                                                                                • Austerity
                                                                                  • The consumer
                                                                                    • Consumer prices
                                                                                      • Figure 68: Italy: Consumer prices inflation, Jan 2006-Oct 2011
                                                                                    • Consumer spending and retail sales
                                                                                      • Figure 69: Italy: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
                                                                                      • Figure 70: Italy: Food retailers’ sales, 2006-11
                                                                                    • Implications for private label
                                                                                      • Innovation: Leading categories
                                                                                        • Figure 71: Italy: % of new product launches, by category, 2007-11
                                                                                      • Innovation: Leading claims
                                                                                          • Figure 72: Italy: % of new product launches, by claim, 2007-11
                                                                                        • Innovation: Leading companies
                                                                                          • Figure 73: Italy: % of new product launches, by company, 2009-11
                                                                                        • Innovation: Leading brands
                                                                                          • Figure 74: Italy: % of new product launches, by brand, 2009-11
                                                                                        • Private label market size and share
                                                                                          • Figure 75: Italy: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
                                                                                          • Figure 76: Italy: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices, 2009-11
                                                                                        • Volume share by category
                                                                                          • Figure 77: Food: Private label volume share of retail sales, by selected category, 2010
                                                                                          • Figure 78: Non-alcoholic beverages: Private label volume share of retail sales, by selected category, 2010
                                                                                        • Value share by category
                                                                                          • Figure 79: Food: Private label value share of retail sales, by selected category, 2010
                                                                                          • Figure 80: Non-alcoholic beverages: Private label value share of retail sales, by selected category, 2010
                                                                                        • Value sales by category
                                                                                          • Figure 81: Food: Private label value sales, by selected category, 2010
                                                                                          • Figure 82: Non-alcoholic beverages: Private label value sales, by selected category, 2010
                                                                                      • Spain

                                                                                        • Executive summary
                                                                                          • Economic background
                                                                                            • Demographics
                                                                                              • The economy
                                                                                                • Consumer prices inflation
                                                                                                  • Figure 83: Spain: Consumer prices inflation, Jan 2006-Oct 2011
                                                                                                • Consumer spending and retail sales
                                                                                                  • Figure 84: Spain: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
                                                                                                  • Figure 85: Spain: Food retailers’ sales, 2006-11
                                                                                                • Implications for private label
                                                                                                  • Consumer attitudes
                                                                                                    • Figure 86: Agreement with selected lifestyle statements, Spain, 2010
                                                                                                    • Figure 87: Agreement with the selected lifestyle statements, Spain, 2006-10
                                                                                                  • Innovation: Leading categories
                                                                                                    • Figure 88: Spain: % of new product launches, by category, 2007-11
                                                                                                  • Innovation: Leading claims
                                                                                                      • Figure 89: Spain: % of new product launches, by claim, 2007-11
                                                                                                    • Innovation: Leading companies
                                                                                                      • Figure 90: Spain: % of new product launches, by company, 2009-11
                                                                                                    • Innovation: Leading brands
                                                                                                      • Figure 91: Spain: % of new product launches, by brand, 2009-11
                                                                                                    • Private label market size and share
                                                                                                      • Figure 92: Spain: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
                                                                                                      • Figure 93: Spain: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices, 2009-11
                                                                                                    • Volume share by category
                                                                                                      • Figure 94: Spain: Food: Private label volume share of retail sales, by selected category, 2010
                                                                                                      • Figure 95: Spain: Non-alcoholic beverages: Private label volume share of retail sales, by selected category, 2010
                                                                                                    • Value share by category
                                                                                                      • Figure 96: Spain: Food: Private label value share of retail sales, by selected category, 2010
                                                                                                      • Figure 97: Spain: Non-alcoholic beverages: Private label value share of retail sales, by selected category, 2010
                                                                                                    • Value sales by category
                                                                                                      • Figure 98: Spain: Food: Private label value sales, by selected category, 2010
                                                                                                      • Figure 99: Spain: Non-alcoholic beverages: Private label value sales, by selected category, 2010
                                                                                                  • UK

                                                                                                    • Executive summary
                                                                                                      • Economic background
                                                                                                        • Population forecast
                                                                                                          • Figure 100: UK: Over 65s as % total UK population, 1991-2020
                                                                                                        • The economy
                                                                                                          • Figure 101: UK: Quarterly GDP growth, 1991-2011 (Q3)
                                                                                                          • Figure 102: UK: GfK NOP Consumer confidence index, January 2007-October 2011
                                                                                                        • Inflation
                                                                                                          • Figure 103: Inflation in food and all categories, 2006-11 (Sept)
                                                                                                          • Figure 104: Percentage change in Consumer Price Index vs average wages, 2008-11
                                                                                                        • Consumer spending and retail sales
                                                                                                          • Figure 105: UK: Consumer spending on food and selected other goods, 2006-10
                                                                                                          • Figure 106: UK: Food specialists, retail sales, 2006-11
                                                                                                        • Consumer attitudes
                                                                                                          • Figure 107: Agreement with selected lifestyle statements, UK, 2010
                                                                                                          • Figure 108: Agreement with selected lifestyle statements, UK, 2006-10
                                                                                                        • Innovation: Leading categories
                                                                                                          • Figure 109: UK: % of new product launches, by product category, 2007-11
                                                                                                        • Innovation: Leading claims
                                                                                                          • Figure 110: UK: % of new product launches, by claim, 2007-11
                                                                                                        • Innovation: Leading companies
                                                                                                          • Figure 111: UK: % of new product launches by company, 2009-11
                                                                                                        • Innovation: Leading brands
                                                                                                          • Figure 112: UK: % of new product launches, by brand, 2009-11
                                                                                                        • Private label market size and share
                                                                                                          • Figure 113: UK: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
                                                                                                          • Figure 114: UK: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices, 2009-11
                                                                                                        • Volume share by category
                                                                                                          • Figure 115: UK: Private label volume share of retail sales, by selected food category, 2010
                                                                                                          • Figure 116: UK: Private label volume share of retail sales, by selected non-alcoholic beverage category, 2010
                                                                                                        • Value share by category
                                                                                                          • Figure 117: UK: Private label value share of retail sales, by selected food category, 2010
                                                                                                          • Figure 118: UK: Private label value share of retail sales, by selected non-alcoholic beverage category, 2010
                                                                                                        • Value sales by category
                                                                                                          • Figure 119: UK: Private label value sales, by selected food category, 2010
                                                                                                          • Figure 120: UK: Private label value sales by selected non-alcoholic beverage category, 2010
                                                                                                      • Ahold

                                                                                                          • Background
                                                                                                            • Figure 121: Ahold: Recent product launches
                                                                                                          • Analysis
                                                                                                            • Netherlands
                                                                                                              • Central Europe
                                                                                                                • Own-brand offer
                                                                                                                  • Figure 122: Ahold: Own brands, 2011
                                                                                                                • Sales performance
                                                                                                                • Aldi

                                                                                                                    • Background
                                                                                                                      • Figure 123: Aldi: Aldi Süd’s Cucina & Gourmet products, and Aldi Nord’s Gut Bio & Freihofer Gourmet products, Germany
                                                                                                                    • Analysis
                                                                                                                      • Own-brand offer
                                                                                                                        • Figure 124: Aldi: Selected own brands, 2011
                                                                                                                      • Sales performance
                                                                                                                      • Asda

                                                                                                                          • Background
                                                                                                                            • Figure 125: Asda: Chosen by you and Extra Special products
                                                                                                                          • Analysis
                                                                                                                            • Own brand relaunch
                                                                                                                              • Price at its core
                                                                                                                                • A premium Christmas?
                                                                                                                                  • Own-brand offer
                                                                                                                                    • Figure 126: Asda: Own brands, 2011
                                                                                                                                  • Sales performance
                                                                                                                                    • Advertising
                                                                                                                                    • Auchan

                                                                                                                                        • Background
                                                                                                                                          • Figure 127: Auchan: Recent own brand launches
                                                                                                                                        • Analysis
                                                                                                                                          • Own-brand offer
                                                                                                                                            • Figure 128: Auchan: Own brands, 2011
                                                                                                                                          • Sales performance
                                                                                                                                          • Carrefour

                                                                                                                                              • Background
                                                                                                                                                • Figure 129: Carrefour: Discount, Reflets de France, Carrefour Selection, and Carrefour products
                                                                                                                                              • Analysis
                                                                                                                                                • Own-brand offer
                                                                                                                                                  • Figure 130: Carrefour: Own brands, 2011
                                                                                                                                                • Sales performance
                                                                                                                                                • Casino

                                                                                                                                                    • Background
                                                                                                                                                      • Figure 131: Casino: Casino bien pour vous and Monoprix M products
                                                                                                                                                    • Analysis
                                                                                                                                                      • A rich history
                                                                                                                                                        • Key to defending margins
                                                                                                                                                          • Leader Price adopts the opposite strategy
                                                                                                                                                            • Own-brand offer
                                                                                                                                                              • Figure 132: Casino: Own brands, 2011
                                                                                                                                                            • Sales performance
                                                                                                                                                              • Advertising
                                                                                                                                                              • Colruyt

                                                                                                                                                                  • Background
                                                                                                                                                                    • Figure 133: Colruyt: Bio-Time, Everyday, Ringis, and Graindor products, Belgium
                                                                                                                                                                  • Analysis
                                                                                                                                                                    • Own-brand offer
                                                                                                                                                                      • Figure 134: Colruyt: Own brands, 2011
                                                                                                                                                                    • Sales performance
                                                                                                                                                                    • Conad

                                                                                                                                                                        • Background
                                                                                                                                                                          • Figure 135: Conad: Sapori & Dintorni, Conad Kids, and Conad products
                                                                                                                                                                        • Analysis
                                                                                                                                                                          • Own-brand offer
                                                                                                                                                                            • Figure 136: Conad: Own brands, 2011
                                                                                                                                                                          • Sales performance
                                                                                                                                                                          • Coop Danmark

                                                                                                                                                                              • Background
                                                                                                                                                                                • Figure 137: Coop Danmark: Änglamark and Coop products
                                                                                                                                                                              • Analysis
                                                                                                                                                                                • Own-brand offer
                                                                                                                                                                                  • Figure 138: Coop Danmark: Own brands, 2011
                                                                                                                                                                                • Sales performance
                                                                                                                                                                                • Coop Italia

                                                                                                                                                                                    • Background
                                                                                                                                                                                      • Figure 139: Coop Italia: Moneta Che Ride, Fior Fiore, BeneSi, and Coop products
                                                                                                                                                                                    • Analysis
                                                                                                                                                                                      • Strong performance
                                                                                                                                                                                        • Segmented offer
                                                                                                                                                                                          • Benchmarking brands
                                                                                                                                                                                            • Own-brand offer
                                                                                                                                                                                              • Figure 140: Coop Italia: Own brands, 2011
                                                                                                                                                                                            • Sales performance
                                                                                                                                                                                              • Advertising
                                                                                                                                                                                              • Coop Schweiz

                                                                                                                                                                                                  • Background
                                                                                                                                                                                                    • Figure 141: Coop Schweiz: Fine Food, Qualité & Prix, Naturaplan, and Betty Bossi products
                                                                                                                                                                                                  • Analysis
                                                                                                                                                                                                    • Own-brand offer
                                                                                                                                                                                                      • Figure 142: Coop Schweiz: Own brands, 2011
                                                                                                                                                                                                    • Sales performance
                                                                                                                                                                                                    • Co-operative Food

                                                                                                                                                                                                        • Background
                                                                                                                                                                                                          • Figure 143: Co-operative Food: Truly Irresistible, Taste The Seasons, and Eat In products
                                                                                                                                                                                                        • Analysis
                                                                                                                                                                                                          • Rapid brand development
                                                                                                                                                                                                            • Ethics and origins
                                                                                                                                                                                                              • Own-brand offer
                                                                                                                                                                                                                • Figure 144: Co-operative Food: Own brands, 2011
                                                                                                                                                                                                              • Sales performance
                                                                                                                                                                                                                • Advertising
                                                                                                                                                                                                                • Delhaize

                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                      • Figure 145: Delhaize: Kids, 365, Taste of Inspirations, and Delhaize (standard) products
                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                        • Figure 146: Delhaize Group: Own brands, 2011
                                                                                                                                                                                                                      • Sales performance
                                                                                                                                                                                                                      • Edeka Group

                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                            • Figure 147: Edeka: Gut & Günstig, Edeka Bio, Edeka Selection, and Edeka products
                                                                                                                                                                                                                          • Analysis
                                                                                                                                                                                                                            • Edeka
                                                                                                                                                                                                                              • Netto
                                                                                                                                                                                                                                • Own-brand offer
                                                                                                                                                                                                                                  • Figure 148: Edeka Group: Own brands, 2011
                                                                                                                                                                                                                                • Sales performance
                                                                                                                                                                                                                                • Grupo Eroski

                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                      • Figure 149: Eroski: Recent own label launches
                                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                                        • Figure 150: Eroski: Own brands, 2011
                                                                                                                                                                                                                                      • Sales performance
                                                                                                                                                                                                                                      • ICA

                                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                                            • Figure 151: ICA: Basic, I Love Eco, Selection, and Gott Liv products
                                                                                                                                                                                                                                          • Analysis
                                                                                                                                                                                                                                            • Figure 152: ICA: Private label sales as % of ICA sales, by region, 2006-10
                                                                                                                                                                                                                                          • Own-brand offer
                                                                                                                                                                                                                                            • Figure 153: ICA: Own brands, 2011
                                                                                                                                                                                                                                          • Sales performance
                                                                                                                                                                                                                                          • Jerónimo Martins

                                                                                                                                                                                                                                              • Background
                                                                                                                                                                                                                                                • Figure 154: Pingo Doce and Biedronka products, Portugal
                                                                                                                                                                                                                                              • Analysis
                                                                                                                                                                                                                                                • Own-brand offer
                                                                                                                                                                                                                                                  • Figure 155: Jerónimo Martins: Own brands, 2011
                                                                                                                                                                                                                                                • Sales performance
                                                                                                                                                                                                                                                • Leclerc

                                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                                      • Figure 156: Leclerc: Marque Repere and Nos régions ont du talent products
                                                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                                                        • Figure 157: Leclerc: Own brands, 2011
                                                                                                                                                                                                                                                      • Sales performance
                                                                                                                                                                                                                                                        • Advertising
                                                                                                                                                                                                                                                        • Marks & Spencer Food

                                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                                              • Figure 158: M&S Food: Fuller For Longer, Terribly Clever, Gastropub, and Le Bistro products
                                                                                                                                                                                                                                                            • Analysis
                                                                                                                                                                                                                                                              • Own-brand offer
                                                                                                                                                                                                                                                                • Figure 159: M&S Food: Own brands, 2011
                                                                                                                                                                                                                                                              • Sales performance
                                                                                                                                                                                                                                                                • Advertising
                                                                                                                                                                                                                                                                • Mercadona

                                                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                                                      • Figure 160: Mercadona Food: Recent own brand launches
                                                                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                                                                        • Figure 161: Mercadona: Core own brands, 2011
                                                                                                                                                                                                                                                                      • Sales performance
                                                                                                                                                                                                                                                                      • Real (METRO)

                                                                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                                                                            • Analysis
                                                                                                                                                                                                                                                                              • Own-brand offer
                                                                                                                                                                                                                                                                                • Figure 162: Real: Key own brands, 2011
                                                                                                                                                                                                                                                                              • Sales performance
                                                                                                                                                                                                                                                                              • Rewe

                                                                                                                                                                                                                                                                                  • Background
                                                                                                                                                                                                                                                                                    • Figure 163: Rewe: Billa, Penny Feine Kost, Rewe Feine Welt, and Rewe Ja! products
                                                                                                                                                                                                                                                                                  • Analysis
                                                                                                                                                                                                                                                                                    • Own-brand offer
                                                                                                                                                                                                                                                                                      • Figure 164: Rewe Group: Own brands, 2011
                                                                                                                                                                                                                                                                                    • Sales performance
                                                                                                                                                                                                                                                                                    • S Group

                                                                                                                                                                                                                                                                                        • Background
                                                                                                                                                                                                                                                                                          • Figure 165: S Group: Rainbow products
                                                                                                                                                                                                                                                                                        • Analysis
                                                                                                                                                                                                                                                                                          • Own-brand offer
                                                                                                                                                                                                                                                                                            • Figure 166: S Group: Own brands, 2011
                                                                                                                                                                                                                                                                                          • Sales performance
                                                                                                                                                                                                                                                                                          • Sainsbury

                                                                                                                                                                                                                                                                                              • Figure 167: Sainsbury: by Sainsbury and Taste the difference products
                                                                                                                                                                                                                                                                                            • Analysis
                                                                                                                                                                                                                                                                                              • Own-brand offer
                                                                                                                                                                                                                                                                                                • Figure 168: Sainsbury: Own brands, 2011
                                                                                                                                                                                                                                                                                              • Sales performance
                                                                                                                                                                                                                                                                                                • Advertising
                                                                                                                                                                                                                                                                                                • Schwarz Gruppe

                                                                                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                                                                                      • Figure 169: Lidl: New private label products
                                                                                                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                                                                                                          • Figure 170: Kaufland: Own brands, 2011
                                                                                                                                                                                                                                                                                                        • Sales performance
                                                                                                                                                                                                                                                                                                        • Spar Österreich

                                                                                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                                                                                              • Figure 171: Spar Österreich: Spar Premium, Vital, and S Budget products
                                                                                                                                                                                                                                                                                                            • Analysis
                                                                                                                                                                                                                                                                                                              • Own-brand offer
                                                                                                                                                                                                                                                                                                                • Figure 172: Spar Österreich: Food & beverage own brands, 2011
                                                                                                                                                                                                                                                                                                              • Sales performance
                                                                                                                                                                                                                                                                                                                • Advertising
                                                                                                                                                                                                                                                                                                                • Système U

                                                                                                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                                                                                                      • Figure 173: Système U: Recent own label launches
                                                                                                                                                                                                                                                                                                                    • Analysis
                                                                                                                                                                                                                                                                                                                      • Own-brand offer
                                                                                                                                                                                                                                                                                                                        • Figure 174: Système U: Own brands, 2011
                                                                                                                                                                                                                                                                                                                      • Sales performance
                                                                                                                                                                                                                                                                                                                      • Tesco

                                                                                                                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                                                                                                                            • Figure 175: Tesco: Choka Blok, Parioli, Tesco (standard), and Finest products, UK
                                                                                                                                                                                                                                                                                                                          • Analysis
                                                                                                                                                                                                                                                                                                                            • Own-brand offer
                                                                                                                                                                                                                                                                                                                              • Figure 176: Tesco: Own brands, 2011
                                                                                                                                                                                                                                                                                                                            • Sales performance
                                                                                                                                                                                                                                                                                                                              • Advertising
                                                                                                                                                                                                                                                                                                                              • Waitrose

                                                                                                                                                                                                                                                                                                                                  • Background
                                                                                                                                                                                                                                                                                                                                    • Figure 177: Waitrose: Essentials and Heston from Waitrose products
                                                                                                                                                                                                                                                                                                                                  • Analysis
                                                                                                                                                                                                                                                                                                                                    • Own-brand offer
                                                                                                                                                                                                                                                                                                                                      • Figure 178: Waitrose: Own brands, 2011
                                                                                                                                                                                                                                                                                                                                    • Sales performance
                                                                                                                                                                                                                                                                                                                                      • Advertising
                                                                                                                                                                                                                                                                                                                                      • Wm Morrison Group

                                                                                                                                                                                                                                                                                                                                          • Background
                                                                                                                                                                                                                                                                                                                                            • Figure 179: Wm Morrison: Value, The Best, and M Kitchen products
                                                                                                                                                                                                                                                                                                                                          • Analysis
                                                                                                                                                                                                                                                                                                                                            • Own-brand offer
                                                                                                                                                                                                                                                                                                                                              • Figure 180: Wm Morrison: Own brands, 2011
                                                                                                                                                                                                                                                                                                                                            • Sales performance
                                                                                                                                                                                                                                                                                                                                              • Advertising

                                                                                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                                                              Private Label Food and Drink - Europe - December 2011

                                                                                                                                                                                                                                                                                                                                              £1,495.00 (Excl.Tax)