The Private Label Issue – Pingo Doce
As part of ESM's annual Private Label Issue, we spoke to Rita Manso of Pingo Doce, part of Jerónimo Martins, about the private label opportunities arising out of the pandemic. This article first appeared in ESM Issue 3 2021.
As a result of the pandemic, price and quality are valued highly by Portuguese shoppers, with private label increasingly meeting their needs. That’s according to Rita Manso, commercial director with responsibility for private brands at Pingo Doce, part of the Jerónimo Martins group, which saw private-label share rise to 36% last year, across its stores.
“In Portugal, the consumer environment was pressured by the effect of the measures implemented to control the pandemic, with clear signs of trading down in food retail observed since the beginning of the pandemic,” Manso explains. “Consumers have changed their habits, and they are even more focused on value-for-money products.
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