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Private label continues European advance

Tesco private label
Photo: Piranhi / Shutterstock.com

In almost all European countries the supermarket chains' private labels again increased their market share last year. Switzerland, Spain and the United Kingdom remain at the forefront.

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Cheaper alternative

Italy is now the only country where private label volume share remains below 30?%: private labels have a share of 22.3? in volume and 19.1?% in value. Even though market share has risen more than 2?%, the country still lags far behind European front runner Switzerland. Swiss private labels account for almost half of the market, with a 49.8?% share by volume and 42.5?% by value, despite a small drop last year. The figures come from the latest edition of the International Private Label Yearbook, published by PLMA (the association of private label manufacturers) and research agency Nielsen.

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In fourteen of the nineteen countries surveyed, private label market share increased last year. In six countries, private labels represent more than 40?% of the volume, but in terms of turnover, market share is significantly lower: private labels generally offer a cheaper alternative to branded products.

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Slight decrease in Benelux

In Belgium, private label market share now stands at 44?% in volume and 31.6?% in value. The share increased slightly in volume, but decreased in value, which indicates a somewhat greater price pressure. The share is highest in the categories fresh, frozen and bakery/biscuits. The strongest risers were children's biscuit mix, prepared meal kits, stain removers and toothpicks.

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In the Netherlands, private label share declined very slightly, both in volume (from 37.1?% to 37.0?%) and in value (from 33.4?% to 33.3?%). Private label share is highest in fresh, delicatessen and bakery/biscuits. In frozen foods, the share is remarkably lower than in most other countries. Strong risers include razor blades, disposable nappies, liquid stock and paté.

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Private label volume share and value share per country

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