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Growing Acceptance Of Own-Label Beer

Published on Sep 15 2011 10:33 PM in Drinks

Growing Acceptance Of Own-Label Beer

The relatively new market of private label beer has allowed breweries to brew exciting products to supply to large supermarket clients in Europe. An own-branded beer now has a strong position in the beer market, thanks to external factors affecting consumer pockets and habits. The move by supermarkets into the private label beer space has signalled a growing acceptance of own-brand products among European consumers.

"In many categories private label really put a dent in manufacturers and brought more profitability to retailers," says Benj Steinman of Beer Marketer's Insights. Big brewers are now creating lower-end brands in an attempt to fight back. According to Colin Hickey, beer and lager specialist for Kantar Worldpanel Ireland, private label beer and cider is experiencing a 9.2 per cent growth in the country in 2011 compared to last year. “Private label represents 1.7 per cent of the beer and cider sales in the Republic of Ireland,” says Hickey, who argues that the recession is motivating new sales of private label beer. “Private label has certainly benefited from the recession, with 11 per cent of the population of households [in Ireland] buying private label at least once in 2010,” he said. This is up from 6.6 per cent of the population in 2009. “The recession has encouraged new shoppers into trying private label lager at its on-average 23 per cent lower price point.”

The increased cost of premium beer is also pushing customers towards private label beer, which continues to increase its penetration levels. (21 Sept) 

© 2011 - ESM: European Supermarket Magazine

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© 2011 - ESM: European Supermarket Magazine

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