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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