More than half (56%) of Russians have become regular consumers of private-label products from the main retail chains.
According to data from Ipsos Comcon, in the big cities, private labels are especially popular (Moscow, 75%; St Petersburg, 74%).
A growing number of households are loyal to private label. In Q2 2016, they were preferred by 41%, compared to 36% in Q1.
The main factor for the growth of the private-label segment has been the falling income of the population, constantly in search of lower prices and better deals.
The most popular private-label product categories are: porridge and cereals (22%), paper products (21%) and dairy products (20%).
On the other hand, consumers are least likely to buy private label in the categories where there is a high emotional connection to the brand.
According to Ipsos, private label already accounts for 6% of the FMCG market.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
