Private label trends in Europe - Faculty of Law · Private label trends in Europe Matthias Queck...

Private label trends in Europe

Matthias QueckDiscount Analyst, Planet Retail

Private Label Trends in Europe

Albert Heijn, Netherlands

Müller, Germany

Overview – Private Label Trends

� Where Private Labels Are Growing

� Why Private Labels Are Growing

� Future Challenges

Where Private Labels Are Growing

Europe23%

North America16%

Latin America2%

Asia Pacific4%

EmergingMarkets6%

Global17%Source: ACNielsen, Sept. 2005

(+0.4%)

(+0.7%)

Europe has the highest PL penetration and the highest growth rate worldwide

41.0 39.9

29.4 29.3 28.9

23.219.9

Switzerland UK

Germany

Netherlands

France

Belgium

Austria

Source: GfK/Europanel

PL Share of Sales in Major European Markets (%), 2005

Aldi Schwarz Tesco Casino ITM Carrefour Rewe Auchan Ahold Metro

2003 2004

Private label share of Europe‘s leading grocers (%), 2004 vs. 2003, estimated

Source: Planet Retail

Private Label Share of Retailers’ Sales (%)

68 6975

95 98 98

32 3125

RefrigeratedFood

Paper, Plastic,Wraps

Frozen Food Personal Care Cosmetics Baby Food

Shares by product area (%)Globally 2004, based on value sales

Source: ACNielsen, Planet Retail

Manufacturer Brands

Retailer Brands

(-3) (-1)(-1)

(-0.4) (-0.2)(-0.1)

Full-Range Retailers Discount Retailers

Pushing PL shares bylaunching new lines:

premiumspecial interest

Pushing PL shares by

● Extending lines● Launching new lines:

special interestpremium

● Revamping lines

| © Planet Retail Ltd - www.planetretail.net | All rights reserved9

Migros, Switzerland

Boots, UK

Colruyt, Belgium

Rewe Group, Germany

Discount Retailers

Aldi, UK

Plus, Germany

Full-Range Retailers Discount Retailers

Pushing PL shares by

- Extending lines- Revamping lines- Launching new lines(special interest, premium)- reducing floor space forbranded products

Pushing PL shares bylaunching premium and special interest lines

Pushing brand shares bylisting more branded topproducts

Discount Retailers

Lidl, Scandinavia

Lidl, UK

Why Private Labels Are Growing

�� Why Private Labels Are Growing

As always, it’s all about Power and Profit

RETAIL ENVIRONMENTConcentrated market with

fierce competition

RETAILER

RETAIL BRANDING

CONSUMERSWell informed and accustomed to PL

MANUFACTURERSOvercapacities and dependence

Shift in balance of power – factors driving PL growth

52%54% 56% 57%

60%64% 66%

73% 74% 74%

inHung

Switze

Price Differential Private Labels Versus BrandsAverage price of PL product compared with leading brand Brand = 100%

Future Private Label Challenges

�� Future Private Label Challenges

�� Accelerated growth in new categories

�� Blurring dividing lines

- Increasingly professional PL marketing

- More manufacturing know-how

New economyprivate label rangefor cosmetics, offered in Norma discount storesin Austria

Accelerated growth in new categories

Blurring dividing lines

Private Label, or Manufacturer‘s Brand?

Benchmark Private Label: Tesco Finest (left) and Coop Fine Food (right)

�� Future Private Label Challenges

�� Accelerated growth in new categories

- Increasing professional PL marketing

- Better manufacturing know-how

�� Co-operations

- Between PL suppliers and retailers

- between brand suppliers and retailers

�� Suppliers becoming service providers

French brand manufacturer Fromagerie Bel sells its Babybel cheese with the Aldi label "Be light" on it.

Co-operations

Asda marketing and brand director Richard Hodgson described it as his job to 'undo' the marketing of brands sold in Asda stores and to drive consumers to the retailer’s

private label offering instead.

Planet Retail News, 11 May 2006

Co-operation ...

... or confrontation!

Co-operation ...

... or confrontation!

ASDA Essentials, UK

Summary

�� Europe: highest penetration and growth rate

�� Growth seen in strong and weak PL categories

�� some discounters are extending the brand ranges

�� Shift in balance of power: Control over supply chain

�� Retail branding

�� Higher margin contribution

Future PL Challenges

�� Co-operation or confrontation

Summary

www.planetretail.net

Our comprehensive reportPrivate Label Trends Worldwide, 2006

is available fromwww.planetretail.net

Private label trends in Europe - Faculty of Law · Private label trends in Europe Matthias Queck...

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