Private-Label Sales In Italy Buck Market Trend

By Branislav Pekic
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Private-Label Sales In Italy Buck Market Trend

Private-label sales in Italy have grown by 2%, increasing their share by 0.5%, compared to the previous year.

The figures are taken from a new report being prepared by Nomisma and IRI, which will be presented in January 2019, at Marca by BolognaFiere.

The improved performance for own-brand products was achieved in a market that has seen zero growth in the consumption of food and non-food products.

The growing interest of consumers for PL can be attributed to many factors, mainly: improvements when it comes to product traceability, a strong innovation stream, and dedication to environmental concerns.

According to IRI’s retail marketing director, Gianmaria Marzoli, private-label sales in the FMCG market (hyper + super + small retailers) reached €10.3 billion in the year ending August 2018, growing by 2.5%, compared to an overall market trend of 0.2%.


Private label now accounts for 19.2% of the total shopping cart in Italy – the highest level in the last five years.

Estimates for 2019 forecast 1% growth in the market, mainly due to the increase in prices.

Among the various PL segments, in 2018, sales in the premium private-label category grew by 12.5%, bio/organic sales were up 6.2%, and functional-product sales increased by 13.7%.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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