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Private Label

Nielsen Highlights Weakening Private Label Market In France

By Publications Checkout
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Nielsen Highlights Weakening Private Label Market In France

Nielsen has offered an analysis of the troubled waters private label is facing in the EU's second-biggest economy, France.

Two years ago, private label goods accounted for 29.8 per cent of sales in French supermarkets and hypermarkets; today, that figure stands at 28.7 per cent. LSA reports Nielsen France's Loïc Dane as stating that “the traditional promotional methods [adopted by supermarkets] have now become more advantageous for branded goods.”

Price-discounting within the context of a fierce price war has meant that branded goods are now being offered at prices similar to that of private label products. Dane notes that “in the space of three years, the typical discount between the two categories underwent a reduction of more than five [percentage] points.”

LSA reports that private label goods are also no longer as prominent on supermarket shelves as they once were. Furthermore, the manner which branded goods are displayed, marketed and discounted is more like that of private label products than ever before.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.

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