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Continente Launches 300 New Private Label Products in 2018

Published on Oct 15 2018 12:50 PM in Private Label tagged: Portugal / Continente / Sonae MC / Equilíbrio / Seleção

Continente Launches 300 New Private Label Products in 2018

Portuguese supermarket and hypermarket chain Continente has launched 300 new SKUs under its various private label brands in 2018.

According to Pedro Bruno, Commercial Director for Private Label of Sonae MC, of the 4,000 SKUs sold under its private label brands, more than 60% are produced in Portugal.

The remaining 40% are sourced from more than 20 different markets, with Spain being the second-largest source, accounting for 15% to 20% of the total.

In addition, 90% of the milk sold in Continente stores is of national origin, as is 99% of the canned fish, while 100% of the coffee capsules are produced in Portugal, as are all bath gel and liquid soaps, table-top sauces, french fries and bottled water.

Specific Ranges

At the Open House by Continente event (pictured), Bruno told journalists that in 2019 the retailer will focus its efforts on the expansion of its Equilíbrio and Seleção lines.

Although these ranges currently account for just 8% and 4% of private label sales respectively, both ranges have seen double-digit growth.

The Bio private label line, consisting of 50 products, will similarly be expanded over the coming months, with expectation of triple-digit growth.

Over the past year, 96% of Continente customers purchased at least one private label product. Overall, private label accounts for 30% of sales at Continente stores.

Sonae MC is the market leader in Portugal with a 22% share, and its food operations include Continente (urban hypermarkets), Continente Modelo (large stores), Continente Bom Dia (proximity stores), Continente online (e-commerce) and Meu Super (franchised proximity stores).

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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