Private Label

Spain's Covirán Sees Private-Label Sales Increase In 2021

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Spanish retailer Covirán said that sales across its private-label range increased in 2021, with beers, water, milk, household cleaning products, and preserves among the most popular own-brand products.

The retailer, which offers some 1,400 private-label SKUs across a variety of categories, attributed the sales increase to the 'high quality' of its offering, as well as recent efforts to modernise its range, ensuring greater visibility on the supermarket shelf.

Gaining In Importance

The president of Covirán, Patro Contreras, gave a positive assessment of the growing interest of customers in own-brand products, which she said "are gaining more and more weight" in its supermarkets.

"We are continually adapting our assortment to consumer preferences, who are increasingly concerned about a healthier lifestyle and interested in the origin, composition and environmental and social impact of our products," she added.

Among the changes that have led to growing interest in private-label references is the group's modernisation strategy, with a more modern and attractive design being rolled out to stores.

Combined with efforts to differentiate the brand on supermarket shelves, the modernisation project has given greater visibility to the cooperative's products, the group said.

Healthier Options

Elsewhere, Covirán, which saw sales grow by a fifth in its 2020 financial year, has strengthened its collaboration with suppliers to offer a wide range of items of proven quality, while seeking to reduce the content of sugar, salt, and saturated fat in a wide range food items.

The company has also made progress in offering products that meet the nutritional needs of consumers suffering from food allergies through the introduction of a range of gluten-free and lactose-free products.

© 2022 European Supermarket Magazine. Article by Lucia Baturone. For more Private-Label news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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