private label: revaluetion · (albert heijn luxe, netherlands). nice! organic kettle style sweet...

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Private Label: ReVALUEtionHonorata Jarocka | Senior Food and Drink Analyst

KONGRES RYNKU FMCG 2019

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Premium for the MassesPrivate label products are being

upgraded as consumers are

increasingly shifting from a purely

low price approach to weighing

an overall brands’ value

proposition.

3 Source: Lightspeed/Mintel - 2018

35% of Polish consumers claim to have bought

premium private label products

but

41% of private label buyers in Poland think that

premium private label ranges are not

worth paying more for.

THE DILEMMA OF VALUE:

IN SEARCH OF PREMIUM

QUALITY AND LOW PRICE

4

PRIVATE LABEL ON THE ROAD TO PERMANENT

SOPHISTICATION

Tesco adds new wines to Tesco Finest portfolio

in the UK

‘We believe we’ve found some real hidden gems amongst

some brilliant classics. With the help of our fantastic

winemaking partners, we’re able to bring these once-

exclusive wines to shoppers across the country.’

Giant Food introduces Taste of Inspirations line

in the US

‘This line can be part of the everyday indulgences that

bring something extra special to our customers, helping them

create memorable dining

experiences with ease.’

Source: Tesco, Giant Food

Tell Me Your StoryRetailers are building a much

stronger provenance and local

sourcing message to connect with

consumers who want to know

more about a single product,

its maker and inspiration.

6 Source: Mintel GNPD, Lightspeed/Mintel - 2018

Power of Local Foods Steamed Mussels

have been produced in the Southern

coast of South Korea by one of the

manufacturer's Power of Local Foods

project partners (Emart, South Korea).

Selection Terra de Sabores Stewed Pig's

Trotters are inspired by Portugal's

national gastronomy

(Intermarché, Portugal).

Patrimoine Gourmand Plain Lyonnaise

Dumplings were produced in the Rhône-

Alpes region (Cora, France).

PRIVATE LABEL RANGES EMBRACE LOCAL PROVENANCE

of Polish consumers say: ‘I would be more likely to buy

an own-label product if it supported small producers’.62%

7 Source: Mintel GNPD, Lightspeed/Mintel - 2018

Williams-Sonoma Korean BBQ Rub is

a bold Asian-style blend of umami-rich

tamari, black sesame, maple sugar, red

Gochugaru chile flakes, smoked paprika

and smoky spices (Williams-Sonoma, US).

Marks & Spencer Batch No. 3 Smooth

Vodka has been traditionally crafted by

a small, family-run distillery in copper

pot stills that are some of the oldest

working today (Marks & Spencer, UK).

Conad Venice Style Soup with Fish,

Mussels and Shrimps is made with quality

ingredients according to a traditional

recipe (Conad, Italy).

FOCUS ON AUTHENTICITY OF RECIPES AND INGREDIENTS

of Polish shoppers say: ‘It is easier to trust a private label product

that has information about where/how it's made on pack’.68%

Exploring New NichesStore brands are evolving beyond

traditional private label categories

to include younger, more

innovative and specialty

segments that today’s

consumers are demanding.

9

PRIVATE LABEL INNOVATION FILLING GAPS

Launched by Kroger in July 2017, new Simple Truth Low Cow Lite

Ice Cream is claimed to be rich in flavour and creamy in texture,

yet high in protein and low in calories. It contains 75% less fat

and 55% fewer calories than regular ice cream (US).

In 2018, Tesco partnered with pioneering chef, Derek Sarno, to

create ‘Wicked Kitchen’ - a new range of vegan ready meals that

celebrate everything that’s ‘wicked’ and tasty about plants

(UK).

Source: Kroger, Tesco

Retailers increasingly find themselves at the forefront of food and drink innovation, bringing new flavour-

forward and specialty private label products to the market.

10

Produced by a family-owned traditional Italian

ice cream manufacturing business, this gelato

features local ingredients, excludes

artificial colours, flavours and fragrances

(Albert Heijn Luxe, Netherlands).

Nice! Organic Kettle Style Sweet and Salty

Popcorn is free from gluten and GMOs. It is

described as simple, honest and delicious,

made with wholesome ingredients and has

150 calories per serving (Walgreen, US).

Magico Cold Brew Coffee with Cream Flavour is

a ready to drink rich roasted coffee with cream

flavour, made from cold coffee extract with

caffeine (Penny Markt, Germany).

Gelato Popcorn Cold Brew Coffee

Source: Mintel GNPD

RETAILERS INVEST IN PRIVATE LABEL INNOVATION WITHIN

YOUNGER, FAST-GROWING CATEGORIES

Outside-The-BoxRetailers are extending their

private label ranges into new

territories and new sectors to find

new business avenues as well as

to intrigue consumers.


64% of Polish shoppers avoid retailers with

poor quality own-label products.

49% of Poles would switch their supermarket if

it stopped stocking their favourite brands.

PRIVATE LABEL

BECOMES PART OF

THE OVERALL

RETAIL EXPERIENCE

13 Source: Waitrose

A new Beautifully Simple campaign from Waitrose (UK) went live in April 2018, showcasing the quality of

Waitrose ingredients and looking to get people cooking simple everyday meals. The retailer is looking to cater

for those looking for convenience and quality in scratch cooking. It puts the focus of its advertising back

on food and cooking (from quality and provenance), with the aim to inspire customers to cook more often

using a small number of fresh ingredients to create everyday meals.

NEW BEAUTIFULLY SIMPLE CAMPAIGN FROM WAITROSE

Moral BrandsPrivate labels are taking

responsibility for getting

consumers towards healthier

lifestyles and giving them

a helping hand to act on their

green or ethical sentiments.


21% of Polish consumers say they pay more

attention to the environmental impact of

food and drink products they buy.

35% of Polish shoppers say they don’t always

take advantage of special offers to avoid

throwing food away.

SUSTAINABILITY IS

AT THE FOREFRONT

OF SHOPPING

PRIORITIES

16 Source: Mintel GNPD, M&S

SPEARHEADING INNOVATION TO TACKLE WASTE

In June 2017, Marks & Spencer began to

laser-print barcodes and branding

directly on the fruit’s skin of its private

label avocados as part of a initiative to

reduce packaging waste. M&S estimates

that this will save 10 tons of paper and

five tons of glue every year (UK).

Dutch retailer Jumbo launched a new

range of ketchup sauces which are

produced using waste tomatoes from

Jumbo's supply chain as well as other

natural ingredients to help consumers

‘think about the theme of food waste’

(Netherlands).

ICA Natural Pear and Lemon Juice is

made of rescued unsellable fruit from

ICA's stores and stocks in an effort to

reduce food waste (ICA, Sweden).

mintel.com

Honorata Jarocka

Senior Food and Drink Analyst

+44 (0) 20 7606 4533

[email protected]

THANKS, GET IN CONTACT

© 2019 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Aby otrzymać pełną wersję prezentacji,

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private label: revaluetion · (albert heijn luxe, netherlands). nice! organic kettle style sweet...

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