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STORE BRAND: INCREASINGLY, STORE BRANDS ARE POPPING UP EVERYWHERE ALSO IN 2013
The Italian consumer considers the quality of Private Label as good as or better than national brands, shoppers buy – and will continue to buy – more and more. According to the latest Nielsen study, the Private Label has exceeded 9.7 billion Euros in the food grocery (increasing +2,7% versus 2012). Good goal when you consider the contraction of domestic consumption, and even better when compared to the decline of national brand, in the last five years has seen its market share fall 30-25 percent.
In 2013, the Italian food grocery has lost about two billion euro, and the store brand has continued to grow beyond the 18%: the road to reach the European target (30%) is still long, but surely the Private Label is one of the main catalysts driving the food grocery: +37% of Italians shoppers have increased the purchase of these products and we expect further growth!
In 2013, the Italian food grocery has lost about two billion euro, and the store brand has continued to grow beyond the 18%: the road to reach the European target (30%) is still long, but surely the Private Label is one of the main catalysts driving the food grocery: +37% of Italians shoppers have increased the purchase of these products and we expect further growth!