Private Label Food and Drink - Europe
Report description
Mintel estimates the total market value of private label food and non-alcoholic beverages across Germany, France, Italy, Spain, and the UK stood at over ?211 billion in 2010 and will rise to around ?219 billion for 2011. Germany is the largest market for private label food and drink, with sales estimated at ?57 billion in 2010. Private label in Italy is a highly underdeveloped market, accounting for an estimated 19% of food and drink sales by value in 2010, compared to over 42% in the UK and Spain.
This report covers the following products:
Manufacturer brands: brands available in most grocery stores, such as Kellogg's, Nestlé. They can be brand leaders like Heinz baked beans or secondary brands.
Private label/retailer brand: a brand under the management control of a retailer. It may carry the retailer's name or a name created exclusively by that retailer. This category includes both tertiary brands and own-label/own-brand products.
Own-label/own-brand: a range of products carrying the retailer's name, such as Tesco, Asda. This includes sub-brands where own-label ranges have been segmented based on lifestyle, for example Tesco Wholefoods, Sainsbury's So Organic, or by price, such as Tesco Finest, Sainsbury's Basics.
Tertiary brand: a range of products under the control of a retailer and exclusive to it, but trading under a name other than that of the retailer, for example Cocopia chocolates at Tesco. Tertiary brands are widely used by discount retailers and have previously been intermittently used by the mainstream retailers.
Premium own-label: own-label ranges positioned towards the top end of the price spectrum, in line with branded products, such as Tesco Finest, Asda Extra Special.
Value/budget/economy own-label: own-label ranges positioned at opening price points in each product category, typically considerably cheaper than branded products, such as Sainsbury's Basics, Tesco Value.
Table of contents
Abbreviations
EXECUTIVE SUMMARY
The market
Embracing private label
Figure 1: Private label food and non-alcoholic beverages market size (Spain, UK, Germany, France, Italy in
aggregate) (incl. VAT), 2009-11
Share by country
Figure 2: Private label food and non-alcoholic beverages market size, by country (incl. VAT), 2009-11
Market factors
Consumers remain under pressure
Inflation drives value growth
Ageing population
Companies, brands and innovation
Leading food and drink launches by company
Figure 3: Top 5 European markets: % of new product launches, by company, 2009-11
Brand launches
Figure 4: Top 5 European markets: % of new product launches, by brand, 2009-11
Leading new launch claims
Figure 5: Europe: % of new product launches, by claim, 2011
The consumer
Figure 6: Agreement with selected lifestyle statements, 2010
What we think
ISSUES IN THE MARKET
Some European retailers playing catch-up
Figure 7: New brands from Spar Österreich and Billa/Rewe
Nordics and Italy ripe for development
Quality, quality, quality
Own brand versus exclusive brand
To copy or not to copy
Building strengths in niche offers
PAN-EUROPEAN COMPARISON
Executive summary
Consumer spending
Figure 8: Consumer spending on food and non-alcoholic beverages, 2006-10
Retail sales
Figure 9: Food specialists, retail sales, 2006-11
Relative importance of private label
Figure 10: Private label as a share of all food and non-alcoholic beverages, 2010
Consumer attitudes
Figure 11: Agreement with selected lifestyle statements, 2010
Figure 12: Agreement with selected lifestyle statements, 2010
Innovation: Leading categories
Figure 13: Europe: % of new product launches, by product category, 2011
Innovation: Leading claims
Figure 14: Europe: % of new product launches, by claim, 2011
Innovation: Economy vs Premium positioning
Figure 15: France: % of new product launches by economy and premium claim against volume GDP
growth, 2007-11
Figure 16: Germany: % of new product launches by economy and premium claim against volume GDP
growth, 2007-11
Figure 17: Italy: % of new product launches by economy and premium claim against volume GDP growth,
2007-11
Figure 18: Spain: % of new product launches by economy and premium claim against volume GDP growth,
2007-11
Figure 19: UK: % of new product launches by economy and premium claim against volume GDP growth,
2007-11
Innovation: Leading companies
Figure 20: Top 5 European markets: % of new product launches by company, 2009-11
Innovation: Leading brands
Figure 21: Top 5 European markets: % of new product launches, by brand, 2009-11
MARKET SIZE
Total market share and size
Figure 22: Private label’s share of food and non-alcoholic beverages retail spending, by value (Spain, UK,
Germany, France, Italy in aggregate), 2009-11
Figure 23: Private label food and non-alcoholic beverages market size (Spain, UK, Germany, France, Italy
in aggregate) (incl. VAT), 2009-11
Private label’s share of sales by country
Figure 24: Private label’s share of food and non-alcoholic beverages retail spending, by value, by country,
2009-11
Market size by country
Figure 25: Private label food and non-alcoholic beverages market size, by country (incl. VAT), 2009-11
Spend per capita
Figure 26: Per-capita consumer expenditure (incl. VAT) on private label food and non-alcoholic beverages,
by country, 2009 and 2010
WHO’S INNOVATING?
Going beyond good/better/best
Figure 27: Own brands from Tesco, Morrisons, and Edeka
Focusing on fresh
Figure 28: Wm Morrison, Leeds, and Marks & Spencer, High Street, Kensington
Ethnic foods
Figure 29: Carrefour Halal products
Grab and go
UK convenience store activity
Further segmentation
Free from concerns
Children are our future
Local products for local people
FRANCE
EXECUTIVE SUMMARY
ECONOMIC BACKGROUND
Population forecast
Figure 30: France: Over 65s as % total French population, 1950-2030
The economy
Figure 31: France: Quarterly GDP growth, 1991-2011 (Q2)
Figure 32: France: Indicator of consumer confidence, January 2007-September 2011
Inflation
Figure 33: France: Inflation in food and other major categories, 2006-11 (Sept)
Figure 34: France: Percentage change in Consumer Price Index vs average wages, 2006-11
CONSUMER SPENDING AND RETAIL SALES
Figure 35: France: Consumer spending on food and selected other goods, 2006-10
Figure 36: France: Food retailers’ sales, 2006-10
CONSUMER ATTITUDES
Figure 37: Agreement with selected lifestyle statements, France, 2010
Figure 38: Agreement with selected lifestyle statements, France, 2006-10
INNOVATION: LEADING CATEGORIES
Figure 39: France: % of new product launches, by product category, 2007-11
INNOVATION: LEADING CLAIMS
Figure 40: France: % of new product launches by claim, 2007-11
INNOVATION: LEADING COMPANIES
Figure 41: France: % of new product launches, by company, 2009-11
INNOVATION: LEADING BRANDS
Figure 42: France: % of new product launches by brand, 2009-11
PRIVATE LABEL MARKET SIZE AND SHARE
Figure 43: France: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-
11
Figure 44: France: Private label value of retail sales of food and non-alcoholic beverages, at retail selling
prices, 2009-11
VOLUME SHARE BY CATEGORY
Figure 45: France: Private label volume share of retail sales by selected food category, 2010
Figure 46: France: Private label volume share of retail sales, by selected non-alcoholic beverage category,
2010
VALUE SHARE BY CATEGORY
Figure 47: France: Private label value share of retail sales, by selected food category, 2010
Figure 48: France: Private label value share of retail sales, by selected non-alcoholic beverage category,
2010
VALUE SALES BY CATEGORY
Figure 49: France: Private label value sales, by selected food category, 2010
Figure 50: France: Private label value sales, by selected non-alcoholic beverage category, 2010
GERMANY
EXECUTIVE SUMMARY
ECONOMIC BACKGROUND
Demographics
The economy
Consumer prices inflation
Figure 51: Germany: Consumer prices inflation, Jan 2006-Oct 2011
CONSUMER SPENDING AND RETAIL SALES
Figure 52: Germany: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
Figure 53: Germany: Food retailers’ retail sales, 2006-11
Implications for private label
CONSUMER ATTITUDES
Figure 54: Agreement with selected lifestyle statements, Germany, 2010
Figure 55: Agreement with selected lifestyle statements, Germany, 2006-10
INNOVATION: LEADING CATEGORIES
Figure 56: Germany: % of new product launches, by category, 2007-11
INNOVATION: LEADING CLAIMS
Figure 57: Germany: % of new product launches by claim, 2007-11
INNOVATION: LEADING COMPANIES
Figure 58: Germany: % of new product launches by company, 2009-11
INNOVATION: LEADING BRANDS
Figure 59: Germany: % of new product launches by brand, 2009-11
PRIVATE LABEL MARKET SIZE AND SHARE
Figure 60: Germany: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-
11
Figure 61: Private label value of retail sales of food and non-alcoholic beverages, at retail selling prices,
2009-11
VOLUME SHARE BY CATEGORY
Figure 62: Germany: Food: Private label volume share of retail sales, by selected category, 2010
Figure 63: Germany: Non-alcoholic beverages: Private label volume share of retail sales by selected
category, 2010
VALUE SHARE BY CATEGORY
Figure 64: Germany: Food: Private label value share of retail sales, by selected category, 2010
Figure 65: Non-alcoholic beverages: Private label value share of retail sales, by selected category, 2010
VALUE SALES BY CATEGORY
Figure 66: Germany: Food: Private label value sales, by selected category, 2010
Figure 67: Germany: Non-alcoholic beverages: Private label value sales, by selected category, 2010
ITALY
EXECUTIVE SUMMARY
ECONOMIC BACKGROUND
Demographics
Economy
Austerity
The consumer
Consumer prices
Figure 68: Italy: Consumer prices inflation, Jan 2006-Oct 2011
CONSUMER SPENDING AND RETAIL SALES
Figure 69: Italy: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
Figure 70: Italy: Food retailers’ sales, 2006-11
Implications for private label
INNOVATION: LEADING CATEGORIES
Figure 71: Italy: % of new product launches, by category, 2007-11
INNOVATION: LEADING CLAIMS
Figure 72: Italy: % of new product launches, by claim, 2007-11
INNOVATION: LEADING COMPANIES
Figure 73: Italy: % of new product launches, by company, 2009-11
INNOVATION: LEADING BRANDS
Figure 74: Italy: % of new product launches, by brand, 2009-11
PRIVATE LABEL MARKET SIZE AND SHARE
Figure 75: Italy: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
Figure 76: Italy: Private label value of retail sales of food and non-alcoholic beverages, at retail selling
prices, 2009-11
VOLUME SHARE BY CATEGORY
Figure 77: Food: Private label volume share of retail sales, by selected category, 2010
Figure 78: Non-alcoholic beverages: Private label volume share of retail sales, by selected category, 2010
VALUE SHARE BY CATEGORY
Figure 79: Food: Private label value share of retail sales, by selected category, 2010
Figure 80: Non-alcoholic beverages: Private label value share of retail sales, by selected category, 2010
VALUE SALES BY CATEGORY
Figure 81: Food: Private label value sales, by selected category, 2010
Figure 82: Non-alcoholic beverages: Private label value sales, by selected category, 2010
SPAIN
EXECUTIVE SUMMARY
ECONOMIC BACKGROUND
Demographics
The economy
Consumer prices inflation
Figure 83: Spain: Consumer prices inflation, Jan 2006-Oct 2011
CONSUMER SPENDING AND RETAIL SALES
Figure 84: Spain: Households’ consumer spending on food and non-alcoholic beverages, 2006-10
Figure 85: Spain: Food retailers’ sales, 2006-11
Implications for private label
CONSUMER ATTITUDES
Figure 86: Agreement with selected lifestyle statements, Spain, 2010
Figure 87: Agreement with the selected lifestyle statements, Spain, 2006-10
INNOVATION: LEADING CATEGORIES
Figure 88: Spain: % of new product launches, by category, 2007-11
INNOVATION: LEADING CLAIMS
Figure 89: Spain: % of new product launches, by claim, 2007-11
INNOVATION: LEADING COMPANIES
Figure 90: Spain: % of new product launches, by company, 2009-11
INNOVATION: LEADING BRANDS
Figure 91: Spain: % of new product launches, by brand, 2009-11
PRIVATE LABEL MARKET SIZE AND SHARE
Figure 92: Spain: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
Figure 93: Spain: Private label value of retail sales of food and non-alcoholic beverages, at retail selling
prices, 2009-11
VOLUME SHARE BY CATEGORY
Figure 94: Spain: Food: Private label volume share of retail sales, by selected category, 2010
Figure 95: Spain: Non-alcoholic beverages: Private label volume share of retail sales, by selected category,
2010
VALUE SHARE BY CATEGORY
Figure 96: Spain: Food: Private label value share of retail sales, by selected category, 2010
Figure 97: Spain: Non-alcoholic beverages: Private label value share of retail sales, by selected category,
2010
VALUE SALES BY CATEGORY
Figure 98: Spain: Food: Private label value sales, by selected category, 2010
Figure 99: Spain: Non-alcoholic beverages: Private label value sales, by selected category, 2010
UK
EXECUTIVE SUMMARY
ECONOMIC BACKGROUND
Population forecast
Figure 100: UK: Over 65s as % total UK population, 1991-2020
The economy
Figure 101: UK: Quarterly GDP growth, 1991-2011 (Q3)
Figure 102: UK: GfK NOP Consumer confidence index, January 2007-October 2011
Inflation
Figure 103: Inflation in food and all categories, 2006-11 (Sept)
Figure 104: Percentage change in Consumer Price Index vs average wages, 2008-11
CONSUMER SPENDING AND RETAIL SALES
Figure 105: UK: Consumer spending on food and selected other goods, 2006-10
Figure 106: UK: Food specialists, retail sales, 2006-11
CONSUMER ATTITUDES
Figure 107: Agreement with selected lifestyle statements, UK, 2010
Figure 108: Agreement with selected lifestyle statements, UK, 2006-10
INNOVATION: LEADING CATEGORIES
Figure 109: UK: % of new product launches, by product category, 2007-11
INNOVATION: LEADING CLAIMS
Figure 110: UK: % of new product launches, by claim, 2007-11
INNOVATION: LEADING COMPANIES
Figure 111: UK: % of new product launches by company, 2009-11
INNOVATION: LEADING BRANDS
Figure 112: UK: % of new product launches, by brand, 2009-11
PRIVATE LABEL MARKET SIZE AND SHARE
Figure 113: UK: Private label share of retail sales of food and non-alcoholic beverages, by value, 2009-11
Figure 114: UK: Private label value of retail sales of food and non-alcoholic beverages, at retail selling
prices, 2009-11
VOLUME SHARE BY CATEGORY
Figure 115: UK: Private label volume share of retail sales, by selected food category, 2010
Figure 116: UK: Private label volume share of retail sales, by selected non-alcoholic beverage category,
2010
VALUE SHARE BY CATEGORY
Figure 117: UK: Private label value share of retail sales, by selected food category, 2010
Figure 118: UK: Private label value share of retail sales, by selected non-alcoholic beverage category,
2010
VALUE SALES BY CATEGORY
Figure 119: UK: Private label value sales, by selected food category, 2010
Figure 120: UK: Private label value sales by selected non-alcoholic beverage category, 2010
AHOLD
Background
Figure 121: Ahold: Recent product launches
Analysis
Netherlands
Central Europe
Own-brand offer
Figure 122: Ahold: Own brands, 2011
Sales performance
ALDI
Background
Figure 123: Aldi: Aldi Süd’s Cucina & Gourmet products, and Aldi Nord’s Gut Bio & Freihofer Gourmet
products, Germany
Analysis
Own-brand offer
Figure 124: Aldi: Selected own brands, 2011
Sales performance
ASDA
Background
Figure 125: Asda: Chosen by you and Extra Special products
Analysis
Own brand relaunch
Price at its core
A premium Christmas?
Own-brand offer
Figure 126: Asda: Own brands, 2011
Sales performance
Advertising
AUCHAN
Background
Figure 127: Auchan: Recent own brand launches
Analysis
Own-brand offer
Figure 128: Auchan: Own brands, 2011
Sales performance
CARREFOUR
Background
Figure 129: Carrefour: Discount, Reflets de France, Carrefour Selection, and Carrefour products
Analysis
Own-brand offer
Figure 130: Carrefour: Own brands, 2011
Sales performance
CASINO
Background
Figure 131: Casino: Casino bien pour vous and Monoprix M products
Analysis
A rich history
Key to defending margins
Leader Price adopts the opposite strategy
Own-brand offer
Figure 132: Casino: Own brands, 2011
Sales performance
Advertising
COLRUYT
Background
Figure 133: Colruyt: Bio-Time, Everyday, Ringis, and Graindor products, Belgium
Analysis
Own-brand offer
Figure 134: Colruyt: Own brands, 2011
Sales performance
CONAD
Background
Figure 135: Conad: Sapori & Dintorni, Conad Kids, and Conad products
Analysis
Own-brand offer
Figure 136: Conad: Own brands, 2011
Sales performance
COOP DANMARK
Background
Figure 137: Coop Danmark: Änglamark and Coop products
Analysis
Own-brand offer
Figure 138: Coop Danmark: Own brands, 2011
Sales performance
COOP ITALIA
Background
Figure 139: Coop Italia: Moneta Che Ride, Fior Fiore, BeneSi, and Coop products
Analysis
Strong performance
Segmented offer
Benchmarking brands
Own-brand offer
Figure 140: Coop Italia: Own brands, 2011
Sales performance
Advertising
COOP SCHWEIZ
Background
Figure 141: Coop Schweiz: Fine Food, Qualité & Prix, Naturaplan, and Betty Bossi products
Analysis
Own-brand offer
Figure 142: Coop Schweiz: Own brands, 2011
Sales performance
CO-OPERATIVE FOOD
Background
Figure 143: Co-operative Food: Truly Irresistible, Taste The Seasons, and Eat In products
Analysis
Rapid brand development
Ethics and origins
Own-brand offer
Figure 144: Co-operative Food: Own brands, 2011
Sales performance
Advertising
DELHAIZE
Background
Figure 145: Delhaize: Kids, 365, Taste of Inspirations, and Delhaize (standard) products
Analysis
Own-brand offer
Figure 146: Delhaize Group: Own brands, 2011
Sales performance
EDEKA GROUP
Background
Figure 147: Edeka: Gut & Günstig, Edeka Bio, Edeka Selection, and Edeka products
Analysis
Edeka
Netto
Own-brand offer
Figure 148: Edeka Group: Own brands, 2011
Sales performance
GRUPO EROSKI
Background
Figure 149: Eroski: Recent own label launches
Analysis
Own-brand offer
Figure 150: Eroski: Own brands, 2011
Sales performance
ICA
Background
Figure 151: ICA: Basic, I Love Eco, Selection, and Gott Liv products
Analysis
Figure 152: ICA: Private label sales as % of ICA sales, by region, 2006-10
Own-brand offer
Figure 153: ICA: Own brands, 2011
Sales performance
JERÓNIMO MARTINS
Background
Figure 154: Pingo Doce and Biedronka products, Portugal
Analysis
Own-brand offer
Figure 155: Jerónimo Martins: Own brands, 2011
Sales performance
LECLERC
Background
Figure 156: Leclerc: Marque Repere and Nos régions ont du talent products
Analysis
Own-brand offer
Figure 157: Leclerc: Own brands, 2011
Sales performance
Advertising
MARKS & SPENCER FOOD
Background
Figure 158: M&S Food: Fuller For Longer, Terribly Clever, Gastropub, and Le Bistro products
Analysis
Own-brand offer
Figure 159: M&S Food: Own brands, 2011
Sales performance
Advertising
MERCADONA
Background
Figure 160: Mercadona Food: Recent own brand launches
Analysis
Own-brand offer
Figure 161: Mercadona: Core own brands, 2011
Sales performance
REAL (METRO)
Background
Analysis
Own-brand offer
Figure 162: Real: Key own brands, 2011
Sales performance
REWE
Background
Figure 163: Rewe: Billa, Penny Feine Kost, Rewe Feine Welt, and Rewe Ja! products
Analysis
Own-brand offer
Figure 164: Rewe Group: Own brands, 2011
Sales performance
S GROUP
Background
Figure 165: S Group: Rainbow products
Analysis
Own-brand offer
Figure 166: S Group: Own brands, 2011
Sales performance
SAINSBURY
Figure 167: Sainsbury: by Sainsbury and Taste the difference products
Analysis
Own-brand offer
Figure 168: Sainsbury: Own brands, 2011
Sales performance
Advertising
SCHWARZ GRUPPE
Background
Figure 169: Lidl: New private label products
Analysis
Own-brand offer
Figure 170: Kaufland: Own brands, 2011
Sales performance
SPAR ÖSTERREICH
Background
Figure 171: Spar Österreich: Spar Premium, Vital, and S Budget products
Analysis
Own-brand offer
Figure 172: Spar Österreich: Food & beverage own brands, 2011
Sales performance
Advertising
SYSTÈME U
Background
Figure 173: Système U: Recent own label launches
Analysis
Own-brand offer
Figure 174: Système U: Own brands, 2011
Sales performance
TESCO
Background
Figure 175: Tesco: Choka Blok, Parioli, Tesco (standard), and Finest products, UK
Analysis
Own-brand offer
Figure 176: Tesco: Own brands, 2011
Sales performance
Advertising
WAITROSE
Background
Figure 177: Waitrose: Essentials and Heston from Waitrose products
Analysis
Own-brand offer
Figure 178: Waitrose: Own brands, 2011
Sales performance
Advertising
WM MORRISON GROUP
Background
Figure 179: Wm Morrison: Value, The Best, and M Kitchen products
Analysis
Own-brand offer
Figure 180: Wm Morrison: Own brands, 2011
Sales performance
Advertising
APPENDIX: RESEARCH METHODOLOGY
Related market research by market
Loading...
Loading...
Our guarantees
Price Guarantee
Our prices are competitive, and to ensure you get the most attractive deal available, we'll do our very best to match any price in the unlikely event you can find the same product for less elsewhere.
All we ask for is reasonable proof of the report being currently available at the lower price.
If you do find a lower price, contact Claire Cole direct by telephone on +44 (0)1527 573 738, 1-866-545-5878 Toll-Free from the US, alternatively email us here.
Satisfaction Guarantee
Many resellers don't offer refunds full stop. We're different. If you are dissatisfied with your purchase let us know within 5 working days. If we are unable to address the problem to your satisfaction we will give you a full refund.
