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Private Label

Pingo Doce Launches New Private-Label Beauty Brand

Portuguese supermarket chain Pingo Doce has launched its new Be Beauty Care private-label brand, which will be available in store and online.

The new range will initially consist of eight beauty and personal-care products, including moisturising creams for the face, body, hands and feet, and anti-wrinkle creams for different skin types.

The retailer says that Be Beauty Care is the result of advanced dermatological research. All products include natural ingredients and contain no parabens, artificial colours or silicones.

The prices of the new products range from €1.59 to €3.99.

To promote the new brand, Pingo Doce has launched a nationwide advertising campaign in more than 400 stores and on digital channels.

Own-Brand Growth

For Pingo Doce, private-label development represents both a strategic and differentiating factor. Since launching its first 400 private-label references in 1991, the retailer’s assortment has now been expanded to over 2,000 products.

In the period from January to September 2017, Pingo Doce added 116 new products to its own-brand ranges.

The retailer’s food and non-food private-label lines include Pingo Doce, Pura Vida, Bio, Cuida Bebé, Essentya, Skino, Ultra Pro and Activpet. Private label accounts for an estimated 35% of total sales in Pingo Doce stores.

According to the latest Nielsen data, published in November 2017, private-label sales in Portugal grew by 4.1%, compared to the same period in 2016, while manufacturer brands saw 5.5% growth.

In the food segment, private-label brands grew by 3.3%, compared to 4.2% for manufacturer brands. Beverages were the most dynamic category in terms of value, seeing growth of 13.4% for private label and 11.1% for manufacturer brands.

In the home-hygiene segment, sales of manufacturer brands increased by 5.4% year on year, while private-label brands grew by 3.2%. There was similar growth in personal hygiene for manufacturer (+3.8%) and private-label brands (+3.2%).

© 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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