private label latest trends - welcome | plma · 2014-05-26 · private label latest trends paolo...

PLMA 2014

PRIVATE LABEL LATEST TRENDS

Paolo Politi

May 19, 2014

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AGENDA

• Private Labels Market Share in 44 Countries (Global – 2013) and Market Share Trend (2013 vs. 2012)

• Private Labels Market Share in Europe 2005 – 2013 (18 Countries)

• Categories with highest Market Share and highest Growth

• Focus on Europe “Big 5” Countries: PL Price Positioning

• Latest Private Labels innovation trends

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2013 PRIVATE LABELS VALUE SHARE IN 44 GLOBAL COUNTRIES

45%

41% 41%

34% 33%

30% 29%

28% 27% 26%

25% 25% 24% 24%

22% 22% 22% 21%

18% 17% 17% 17% 16%

15% 14% 14% 14%

11%

8%

6% 6% 6% 6% 5% 5% 5% 5% 3% 3% 2%

1% 1% 1% 0,4%

Weighted Global Average:

16.5% (same as 2012) *

* Based on PPI corrected population (US and China PL value share is flat)

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2013 PL VALUE SHARE TREND

IN 44 GLOBAL COUNTRIES

-4,1

-1,2 -1,1

-0,5 -0,5 -0,5 -0,5 -0,5 -0,3 -0,2 -0,2 -0,1 -0,1

- - - - - - - - - - - - - - 0,1 0,1 0,1 0,2 0,2 0,3 0,3 0,4 0,5

1,1 1,3 1,3 1,3

1,6

2,0 2,2

3,6

PP CHANGE 2013 vs. 2012

decline growth flat

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24,6% 25,4% 25,6%

26,7% 27,7%

28,5% 28,6% 29,5%

30,2%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Austria, Belgium, Czech Republic, Denmark, Finland, France,

Germany, Hungary, Italy, Netherlands, Norway, Poland, Portugal,

Slovakia, Spain, Sweden, Switzerland, United Kingdom

PRIVATE LABELS VALUE SHARE TREND IN EUROPE: 9 YEARS AND 18 COUNTRIES

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15%

20%

25%

30%

35%

40%

45%

50%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Belgium

Portugal

Germany

Spain

UK

Switzerland

PL VALUE SHARE TREND: STRONGEST TIER

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10%

12%

14%

16%

18%

20%

22%

24%

26%

28%

30%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Hungary

Denmark

Sweden

Netherlands

France

Austria

PL VALUE SHARE TREND: MEDIUM TIER

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0%

5%

10%

15%

20%

25%

2005 2006 2007 2008 2009 2010 2011 2012 2013

Italy

Norway

Finland

Czech Rep

Slovakia

Poland

PL VALUE SHARE TREND: LOWEST TIER

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PRIVATE LABEL SHARE AND TREND BY COUNTRY

Strong Growing

Light growing

Flat / decline

20.8% 21.9% 25.0%

17.0%

40.9%

40.9%

32.8%

16.1% 14.1%

45.2% 27.8%

17.4%

26.8%

29.7%

25.0%

34.0%

24.4% 28.5%

22.2%

23.5%

22.0%

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TOP CATEGORIES

Country Category with

highest Value Share Category with

highest VS growth

Austria NATURAL SWEETENER

(90%) MOUSSE (+18 PP)

Belgium PEAUX DE CHAMOIS

(94%) EGGS SURPRISE

(+ 55 PP)

Czech Rep

POPCORN (85%) ANISEED ALCOHOL

(+ 57 PP)

Denmark PAPER

TOWELS/DISPOSABLE WASHCLOTHS (90%)

CANNED FRUIT (+ 9 PP)

Finland PROCESSED FRUITS AND

VEGETABLES (82%) FABRIC PRESERVATIVES

(+ 29 PP)

France LEGUMES JUICE (84%) LEGUMES SALAD

(+ 32 PP)

Germany BEAUTY WIPES (90%) CREAM WAFER

(+ 34 PP)

Greece KITCHEN ROLLS (63%) LIQUEUR (+ 8 PP)

Hungary FURNITURE CARE DRY

WIPES (71%) BABY POWDER (+ 9 PP)

Italy DISPOSABLE CUPS (87%) DISPOSABLE CUPS

(+ 29 PP)

Country Category with

highest Value Share Category with highest

VS growth

NL DV DESSERTS E.M.

(84%) FRUIT JUICES E.M.

(+ 13 PP)

Norway FROZEN BERRIES (89%) OTHER PETFOOD (+ 7 PP)

Poland SMOKED SALMON

(65%) BILLBERRIES &

CRANBERRIES (+ 19 PP)

Portugal FROZEN DESSERTS

(86%) ISOTONICS DRINKS

(+ 22 PP)

Slovakia BLEACH AND

DISINFECTANTS (100%) BLEACH AND

DISINFECTANTS (+ 69 PP)

Spain P.F. STERILE GAUZE

(92%) P.F. ADHESIVE BANDAGE

(+ 38 PP)

Sweden DRY WASHCLOTHS

(100%)

DRIED PEAS/BEANS/LENTILS

(+ 16 PP)

CH EGGS (95%) READY-TO-COOK DISHES

(+ 48 PP)

Turkey READY-TO-EAT

PUDDING (44%) JAM (+ 6 PP)

UK FROZEN ASPARAGUS

(100%) FRESH TARTARE SAUCE

(+ 86 PP)

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FOCUS ON EUROPE “BIG 5”

France, Germany, Italy, Spain, United Kingdom

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€ 1,08

€ 1,00 € 0,99 € 0,93

€ 0,97

€ 0,87

€ 0,69 € 0,69 € 0,68

€ 0,79 € 0,78 € 0,83

€ 0,86 € 0,86 € 0,86

€ 0,77

€ 0,57

€ 0,26

€ 0,46 € 0,40 € 0,41

€ 0,26 € 0,25 € 0,24 € 0,26

€ 0,46

€ 0,26 € 0,26

€ 0,35 € 0,35

IT_1 IT_2 IT_3 FR_1 FR_2 FR_3 ES_1 ES_2 ES_3 DE_1 DE_2 DE_3 UK_1 UK_2 UK_3

FOCUS ON EUROPE “BIG 5” Private Label Price Positioning: real cases from “Online Price Tracking”

Cola 1,5 - 2 lt (price per litre – online prices May 16)

1£ = 1,2278€

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Shampoo 250 - 500 ml (price per litre – online prices May 16)

1£ = 1,2278€

€ 13,96

€ 12,48

€ 13,96

€ 13,52

€ 10,00 € 10,00 € 9,77

€ 10,60

13,95

€ 11,33

€ 12,28

€ 11,33

€ 2,27

€ 4,76 € 4,97

€ 6,33

€ 4,60

€ 2,64

€ 3,80 € 4,25 € 4,10

€ 2,17 € 2,17 € 2,17 € 1,96 € 1,53

€ 1,96


N.A.

N.A. N.A.

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€ 1,58 € 1,45 € 1,48

€ 1,60 € 1,42

€ 1,29

€ 2,00 € 2,00 € 2,20

€ 2,98 € 2,98 € 2,98

€ 0,96 € 0,92 € 0,92 € 0,98 € 0,86

€ 0,76

€ 1,06 € 1,16 € 1,14

€ 1,98 € 1,98

€ 2,38

€ 1,20

€ 1,72

€ 1,35



Spaghetti 500 – 1.000 gr (price per Kilo – online prices May 16)

1£ = 1,2278€

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LATEST PRIVATE LABELS INNOVATION TRENDS

Many of the latest Private Label launches are concentrated in innovative and targeted segments as:

• “Green” / “Ethical” (organic, eco-friendly, biodegradable, fully

natural, recyclable packaging, Fairtrade, Rainforest Alliance, UTZ certification, sustainable fishing, ‘grown by women’ coffee…)

• “Healthy” (free-from, low-on, rich-in, veggie, vital, …)

• “Geo” (Km.0, local, regional, 100% from, ethnic, exotic, …)

• “Kids / “Baby” (… sometimes also loved by adults)

• “Food-to-go”

• “Premium”

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LATEST PRIVATE LABELS INNOVATION TRENDS

Even if these new “niche” Private Label items usually have lower sales per unit, compared with core Private Label, they can bring high value to Retailers, thanks to:

- Higher Margin

- Premium Price Positioning

- Improved Retailer Image

- Loyalty of Targeted Consumer Groups

- Specific Needs not covered by Brands

“It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change”

Charles Darwin

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private label latest trends - welcome | plma · 2014-05-26 · private label latest trends paolo...

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