Evolving Private Label Strategies, Consumer Choices, and the future impact on Food Brands and Private Labels By Canadean
1. Evolving Private Label Strategies, Consumer Choices,
and the future impact on Food Brands and Private
Labels
Canadean
Report Highlight
2. Product Synopsis
Private label strategies are evolving from offering value and tiered product ranges to meeting a greater variety of consumer
needs. This report tracks the latest evolution of private label strategies and their impact on retailer and manufacturer
strategies, from mature private label markets in Western Europe and North America to the emerging markets in Asia and Latin
America. In particular, the report provides details on private label development in packaged food.
Introduction and Landscape
Why was the report written?
The evolution of private label strategies across the world means both retailers and manufacturers need a new playbook in
order to make the most of new and emerging opportunities in food retail. This report offers a comprehensive study of private
label growth strategies and brands’ defense strategies, and also highlights the key countries, sectors in packaged food, and
consumer groups where private label is gaining ground.
What is the current market landscape and what is changing?
Private labels have evolved beyond a “good, better, best” offering to target a greater number of consumer needs and price
points. Meanwhile, private labels are also gaining ground in emerging markets, as multinational retailers adapt their best
practices to the fastest-growing food markets worldwide. Development is key as marketers need to react to these trends or risk
losing ground competitively.
What are the key drivers behind recent market changes?
Private labels have improved their targeting of specific consumer needs; in more developed markets, ‘value’ is giving way to
‘quality’ and retailers are adjusting their portfolios to enlarge and rebrand standard private labels. Meanwhile, in emerging
markets, retail consolidation and the entry of multinational retailers into developing countries is driving private label
penetration.
What makes this report unique and essential to read?
This report provides the reader with a comprehensive review of the current state of play in private label food worldwide and
the strategies underpinning private label’s growth across food sectors. This will allow the reader to better spot emerging
opportunities in both promoting and defending against private labels.
3. Key Highlights
Spain and the UK lead private label, with a penetration rate of nearly half the grocery market. At the other end of
the scale, Indonesia, Egypt, and China all have private label penetration at less than 5% with some countries
having virtually no private labels. However, across all channels, private label in food remains low; the highest
penetration region is Western Europe, where private label accounts for a 14.7% market share by value.
The five stages of private label maturity are: first, the introduction of value products to drive price-based
switching; second, the creation of a price architecture to drive trading up; third, the diversification of the product
offering; fourth, consolidation and reorganization of the offer; and fifth, brand building.
Retailers are placing a greater focus on aligning private label ranges with shopper missions, such as through
products that are exotic and nutritious, those which all fit under a specific calorie count, or the fast importation
of restaurant trends into meal ranges.
The most effective strategies to adopt depend on the brand in question, and the maturity of private label
competitors in the sector and country in which the brand is competing. The options range from targeting
premium niches that do not support large numbers of SKUs to targeting opportunities outside the supermarket
channel.
4. About the Publisher
View More Reports from this Publisher
View This Report
Canadean has long held a reputation with FMCG markets for providing specialist business information by
conducting detailed industry and consumer research, supported by insightful value-added analysis.
Canadean covers the entire spectrum of the consumer value chain from suppliers, brand owners,
distribution channels and consumer insight.
By researching markets in a holistic way, Canadean’s research methodology enables clients to make
informed, strategic decisions that are founded on robust and reliable data and market insights. Canadean
specializes in online survey panels, qualitative and quantitative in-country research, industry analysis and
consultancy.
Canadean’s dedicated in-country researchers and analysts have an industry background in marketing,
market research, consulting and advanced statistical expertise. They are well positioned in the industries
themselves and therefore, best placed to ask the right questions of the right people. This network of
professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique
research via our trusted business communities.
5. MarketResearch.com provides market research solutions to business professionals
seeking to enhance their business goals. We provide a number of business intelligence
solutions, from individual market research reports from over 700 leading global
publishers, to Knowledge Centers where clients can discover deeper business insight
products into a topic over time. Or perhaps your business needs a much wider view across
multiple industries and topics, if so, our Profound solution allows you to select specific
parts (graphs, tables, charts or sections) from different market research reports.
Our Account Managers have in-depth knowledge of the publishers and the various types
of reports in their respective industries. They give you unbiased and qualitative insights on
which reports will best meet your needs.
If you are interested in expanding your business or growing your market share, contact us
to get a free Consultation to Assess your Market Research Needs. We can help tailor a
solution that suits your unique business goals. One of our Account Managers will get right
back in touch with you.
About Us
6. For More on this Report and Additional Research
Visit MarketResearch.com
Or call
1-800-298-5699