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Private Label

ESM at PLMA World of Private Label 2011

By square1
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ESM at PLMA World of Private Label 2011

ESM joined manufacturers and suppliers from more than 70 countries for this year's PLMA 'World of Private Label' event at the RAI Exhibition Centre Amsterdam, Europe's largest dedicated own-brand fair.

It's the third year in a row that ESM has been present at the event, and while last year's event (and almost this year's) was overshadowed by the volcanic ash cloud, this time around manufacturers seemed eager to do business, capitalising on the trend towards niche  and high quality private label products. As one delegate told us, "the quality [of products] is so high, that it's difficult to distinguish private label from A-brands."

Premium products appear to be clearly still in-vogue, based on the number of high-quality products present in the PLMA's Idea Supermarket, a good gauge of the latest trends in private label. In addition, the range of organic, seasonal, gluten-free, halal and kosher products on offer indicates that PL producers are continuing to trump A-brands when it comes to versatility.

In terms of country pavilions, Spain was particularly well represented, with 86 companies in attendance at the fair. ESM was also impressed by the Korean and Malaysian pavilions.

Among the companies present, DEK, Kerry Foods, Nice-Pak International, Esseoquattro, Bizzy Diamond, Campos, Geohellas, Perrigo, Bitrex, Pidy, Einat and Assan Foods all seemed to have popular stands that were well attended by delegates.

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Ahead of the event, at the PLMA Pre-Show Seminar, Jean-Jacques Vandenheede, Senior Retail Industry Analyst, Nielsen, told attendees that private label is poised to grow across Europe, even as market conditions improve. According to Nielsen research, this steady growth can be attributed to the two fundamental factors that really determine private label success — the spread of modern retailing and continual increase in retail concentration. These factors lead to the expertise and operating scale necessary to create successful private label programmes. 

"The share of private labels will increase worldwide at an annual average of 0.3 per cent," said Vandenheede. "I expect the worldwide market share to have increased to around 20 per cent by 2020, up from the current 15.2 per cent."

A-brand manufacturers should take note. (27 May)

© 2011 - ESM: European Supermarket Magazine 

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