The latest Nielsen sales data, presented at PLMA’s 2014 “World of Private Label” International Trade Show earlier this month, shows that private label is outperforming manufacturer brands in the combined sales of Europe’s five largest retail markets—the UK, Germany, France, Italy and Spain.
Paolo Politi, International Sales Director of Nielsen, announced at the trade show seminar that the total value sales of retailer brands in these five countries climbed 3% in 2013, compared to only a 1% increase by manufacturer brands. These sales gains are reflected on store shelves, where there was a 4% increase in the number of private label items.
Overall, private label’s value share in the five countries was 36%. Market share climbed in all of countries except France, where the A-brands increased promotional activity in an attempt to stop the recent gains by retailer brands.
Looking at new products, the Nielsen executive said that many private label introductions are concentrated on six innovative and targeted product segments: Green/ethical; Healthy; “Geo” (local, regional, ethnic, exotic); Kids/baby; Food-to-go; and Premium.
The 2014 “World of Private Label” Trade Show attracted more than 11,000 visitors and buyers from over 115 countries. There were nearly 4,000 exhibit stands on the trade show floor with 2,260 exhibitors from 70 countries and 53 national and regional pavilions.
© 2014 - European Supermarket Magazine by Enda Dowling
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