Private Label in Poland 2006

Published by: PMR Ltd.

Published: May. 1, 2006 - 82 Pages

Table of Contents

Executive summary

Profile of the private label market in Poland

The development of retailers’ own brands in Poland

Market size

Private label and the consumer

Awareness of own brands

The significance of gender and age in buying own brands

Private label quality as the customer sees it

Willingness to buy private labels in the premium segment

Private label and the quality issue

Private label and the manufacturer

Price positioning analysis of retailers’ private labels

Stages in the price positioning of retailers’ private labels

Price focus

PMR’s research

Foodstuffs

Manufactured goods

Comparative analysis of prices of the cheapest private labels in Poland and the UK

VAT rates on the products listed in the basket

The largest retail chains operating in Poland and their private labels

Hypernova/Albert

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Auchan

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Carrefour/Champion

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Geant/Leader Price

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

E. Leclerc

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Intermarche

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Biedronka

Profile of the retailer’s operations in Poland

Profile of Jeronimo Martins’ private label programme in Poland

Real/Makro Cash & Carry

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Plus Discount

Profile of the retailer’s operations in Poland

Profile of its private label programme

Kaufland/Lidl

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

Tesco

Profile of the retailer’s operations in Poland

Profile of its private label programme in Poland

A profile of the Polish consumer

Consumer behaviours

Retail prices of consumer goods in Poland compared to other countries in the region

List of graphs

List of tables

About PMR

Contact PMR

List of graphs

1. Numbers of private label products produced for the Tesco and Leader Price chains, April 2001-April 2006

2. Average shares of retailers’ own brands in shops’ product mix (by product group), 2006

3. Value shares of retailers’ own brands in retail sales of a given product category in Poland compared to an average for 38 other countries, mid-2005

4. Awareness of private labels and percentage of people who in the four weeks prior to the survey had bought any product of this type, selected Central European countries, October 2004

5. Willingness of Poles to buy own brands by product category (%), May 2005

6. Percentage of consumers who consider the quality of most private label products equivalent to that of manufacturers’ brands, selected countries (%), 2005

7. Willingness to buy premium-priced own brands in selected CEE countries (%), 2005

8. Structure of accounts in companies with various production structures (% of sales), 2003

9. Opinions of representatives of Polish manufacturers on retailers’ private labels (%), 2001, 2004-2005

10. Price positioning of private labels

11. Example of the variety of private label product lines and their price positioning - Tesco (tea, 100-bag pack) in Poland and the UK, 2006

12. Strategic category positioning matrix

13. Prices of retailers’ private labels compared with prices of branded products (branded product=1), 2006

14. Retail price (in PLN) of milk (1 l, 0.5% fat) - retailers’ private labels compared to manufacturers’ brands, March 2006

15. Retail price (in PLN) of flour (1 kg) - retailers’ private labels compared to manufacturers’ brands, March 2006

16. Retail price (in PLN) of chocolate (100 g) - retailers’ private labels compared to manufacturers’ brands, March 2006

17. Retail price (in PLN) of beer (0.5 l bottle) - retailers’ private labels compared to manufacturers’ brands, March 2006

18. Retail price (in PLN) of orange juice (1 l) - retailers’ private labels compared to manufacturers’ brands, March 2006

19. Retail price (in PLN) of mineral water (1.5 l) - retailers’ private labels compared to manufacturers’ brands, March 2006

20. Retail price (in PLN) of carbonated drinks (2 l) -

retailers’ private labels compared to manufacturers’ brands, March 2006

21. Retail price (in PLN) of ground coffee (250 g) - retailers’ private labels compared to manufacturers’ brands, March 2006

22. Retail price (in PLN) of pasta (500 g) - retailers’ private labels compared to manufacturers’ brands, March 2006

23. Retail price (in PLN) of ice cream (1,000 ml) - retailers’ private labels compared to manufacturers’ brands, March 2006

24. Retail price (in PLN) of teabags (100 teabags) - retailers’ private labels compared to manufacturers’ brands, March 2006

25. Retail price (in PLN) of dog food (3 kg) - retailers’ private labels compared to manufacturers’ brands, March 2006

26. Retail price (in PLN) of washing-up liquid (500 ml) - retailers’ private labels compared to manufacturers’ brands, March 2006

27. Retail price (in PLN) of nappies (midi, various packs) - retailers’ private labels compared to manufacturers’ brands, March 2006

28. Retail price (in PLN) of shampoo (300 ml) - retailers’ private labels compared to manufacturers’ brands, March 2006

29. Retail price (in PLN) of washing powder (3 kg) - retailers’ private labels compared to manufacturers’ brands, March 2006

30. Retail price (in PLN) of soap (100 g) - retailers’ private labels compared to manufacturers’ brands, March 2006

31. Retail price (in PLN) of toothpaste (125 ml) - retailers’ private labels compared to manufacturers’ brands, March 2006

32. Retail price (in PLN) of toilet paper (8 rolls) - retailers’ private labels compared to manufacturers’ brands, March 2006

33. Average annual per capita purchasing power in the selected European countries (€), 2005

34. Gross salary growth and inflation in Poland (%), 2000-2005

35. Current and leading consumer confidence indices, GUS, Jan 2004-Jan 2006

36. Price consciousness in selected CEE countries, 2005

37. Frequency with which Polish consumers check expiry dates on food products (%), 1998, 2000 and 2005

38. Frequency with which Polish consumers check the ingredients of food products (%), 1998, 2000 and 2005

39. Factors decisive in consumers’ selection of shop in Poland (%), 2005

40. In what kind of shop do you spend most of your daily shopping budget? (%), 2004-2005

41. Division of consumers in Poland according to the budget limitations they feel (%), June 2005

42. Consumers in Poland by weekly shopping budget (%), 2005

43. CPI in selected countries of Central Europe (%), 2004-2006

44. Annual indices of the prices of key categories of consumer goods in Poland (%), Mar 2005-Feb 2006

45. Relative price levels of consumer articles for households in selected European countries expressed as a percentage of the EU average, 2000-2004

Abstract

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