Rockville, MD (PRWEB) October 24, 2013
Evolving Private Label Strategies, Consumer Choices, and the future impact on Food Brands and Private Labels
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.
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.
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Evolving Private Label Strategies, Consumer Choices, and the future impact on Food Brands and Private Labels – Table of Contents:
Introduction, methodology and definitions
Private label hotspots
Deep dive: who eats private label food?
Evolving private label architecture and brand strategy
Private label growth
Private label defense
Aligning private label strategies with consumer targets
The future of private label