Private label is gaining momentum in Romania with sales estimated to reach €1.2 billion for 2011, rising from €0.9 billion in 2010. With own-label products on the supermarket shelves for the past decade, sales of such products represented 10 per cent of the total sales of the big retailers in Romania by the end of 2009, according to Contrast Management Consulting.
Metro Cash & Carry was the first player in this market to introduce the concept of private label in Romania. Metro’s private label selection includes the brands Aro, Fine Food, H-Line, Horeca Select, Rioba and Sigma. The further development of its own-label portfolio is a priority for Billa Romania this year, said a spokesperson for the company recently. With over 300 food and household products under the Clever brand and over 50 cosmetics and personal care products under the My brand, more than 80 per cent of these products are manufactured in Romania.
Approximately 90 per cent of those living in the capital city Bucharest have bought private label products, according to Nielsen’s Shopper Trends 2011 survey conducted at the end of 2010. The share was recorded at 84 per cent in the remaining big cities in the country. (30 June)
© 2011 - ESM: European Supermarket Magazine
