Data from market research experts IRI show that Greek consumers have remained loyal to their preferred “name” brands to an degree only comparable to the United States and Italy.
Although private label products sold by supermarkets have recorded significant growth rates in the last three years, (reaching an 22-per-cent market share), it appears that they have reached an impasse and are now in decline in several categories.
Domestic cleaning products of known brands had a market share of 80.7 per cent in August 2013, but this year they have added by 6 percentage points by slicing their prices by 2 per cent.
Private label products are cheaper as they have lower packaging costs and are not advertised.
© 2014 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly
