Get the app today! Download iPhone App Download Android App

The Private Label Issue – Kesko

Published on Jun 1 2021 12:58 PM in Private Label tagged: Trending Posts / private label / Kesko / finland / Paywall

The Private Label Issue – Kesko

As part of ESM's annual Private Label Issue, we spoke to Elina Suuriniemi, planning manager at Finnish retailer Kesko, about how the prolonged closure of the HoReCa channel has presented opportunities for private label. This article first appeared in ESM Issue 1 2021.

In April, Finnish operator Kesko reported the strongest first quarter in its history, with grocery sales rising by 6.1%, and close to half of this growth (48%) coming from its online channel.

As with many retailers across Europe, while its foodservice business has taken a hit as a result of the prolonged closure of the HoReCa channel, Kesko has sought to double down on the increased at-home presence of its shoppers, with private-label innovation playing a key part therein.

“At the beginning of the pandemic, sales of own-brands had a noticeable pickup,” says Elina Suuriniemi, planning manager, Kesko. “While the effect of hoarding resulted in an overall increase in demand for own-brands, during the year, some product groups developed better than others – for example, vegetables, processed meats, seasonings, soups, sauces and ambient foods, as well as beverages. Also, the premium segment has grown. The inability to visit restaurants has shifted customer focus to enjoying good food at home.”

please subscribe or sign in to continue reading

image description

Try European Supermarket Magazine PREMIUM – 30 Day FREE Trial.

A trial subscription gives unrestricted access to all premium site content, app content, weekly email content and European Supermarket Magazine digital edition for a full 30 days. Try it now!

Share on Facebook Share on Twitter Share on LinkedIn Share via Email