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Private Label Reaching Saturation Point in France?

Published on Sep 10 2010 7:49 AM in Private Label

Private Label Reaching Saturation Point in France?

A study by Kantar Worldpanel has indicated a slowdown in the growth of private label brands in France, despite the sector's market share remaining relatively high, at 32.4 per cent of all grocery purchases. The study, which also measured France's major supermarket chains, found that while private label products are still "popular among consumers" and have become "part of the landscape", signs are that "a saturation point is evident among some consumers, who want more choice in the marketplace."

The study, which measured the period June 2009 to June 2010, found Leclerc (+0.5 points to 17.1 per cent), Carrefour Market (+0.4 points to 8.5 per cent) and Système U (0.3 points to 9.1 per cent) all making small gains, while the discount market overall is losing ground, dropping 0.3 percentage points to 14 per cent market share.

Carrefour, the largest supermarket chain in France, saw its market share grow by 0.1 per cent, to 21.4 per cent, however its hypermarket operation saw a decline of 0.3 per cent. (10 Sept) © 2010 - ESM: European Supermarket Magazine

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