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Tomorrow's Private Label ConsumersPublished by: Datamonitor Published: Jan. 4, 2007 - 33 Pages Table of ContentsDATAMONITOR VIEW 1 SUMMARY 1 METHODOLOGY 1 TABLE OF CONTENTS 2 Datamonitor View 1 2 SUMMARY 1 2 METHODOLOGY 1 2 TABLE OF CONTENTS 2 2 Analysis 4 2 TREND: Private label is growing rapidly across Europe and the US 4 2 TREND: Private label growth has been driven by food and drink sectors 7 2 TREND: Private label expansion has been fastest in the value channels 8 2 TREND: The focus of private label has evolved considerably 9 2 TREND: There has bene a development of private label tiered by value 9 2 INSIGHT: Private label shows distinct consumer group biases 10 2 INSIGHT: Private labels are not as trusted as famous brands 15 2 INSIGHT: Private label penetration varies by market 17 2 ACTIONS 20 2 Develop a brand architecture with tiered price points 20 2 Keep your brands fresh with new variants 23 2 Inject some fun into your brand-building 23 3 Develop specialist consumer-oriented lines 24 3 Ensure stand-out at point-of-sale 27 3 Communicate price differences 29 3 Improve store quality 30 3 APPENDIX 32 3 Definitions 32 3 Extended methodology 32 3 Ask the analyst 33 3 ANALYSIS 4 TREND: Private label is growing rapidly across Europe and the US 4 Private label sales have grown at more than twice the rate of branded food sales 5 The UK experience 6 European trends 6 TREND: Private label growth has been driven by food and drink sectors 7 TREND: Private label expansion has been fastest in the value channels 8 TREND: The focus of private label has evolved considerably 9 TREND: There has bene a development of private label tiered by value 9 INSIGHT: Private label shows distinct consumer group biases 10 Private label and household income 10 Private label and household size 12 There are important age differences in private label purchasing 12 The relationship between age and in-store decision-making 14 Gender differences in private label 14 INSIGHT: Private labels are not as trusted as famous brands 15 INSIGHT: Private label penetration varies by market 17 ACTIONS 20 Develop a brand architecture with tiered price points 20 Keep your brands fresh with new variants 23 Inject some fun into your brand-building 23 Develop specialist consumer-oriented lines 24 Use the online channel to improve knowledge of consumers 27 Ensure stand-out at point-of-sale 27 Communicate price differences 29 Improve store quality 30 APPENDIX 32 Definitions 32 Extended methodology 32 Ask the analyst 33 List of Tables Table 1: Private label by country (US$m) Europe & US 2001-2011 5 Table 2: European private label by sector (US$m), 2001-2011 7 Table 3: US private label by sector (US$m), 2001-2011 8 Table 4: Presence of private label in different US grocery store formats (% value), 2001-06 8 Table 5: The development of private label, 1970s to 2000s 9 Table 6: European private label by market (US$m), 2001-2011 18 Table 7: US private label by market (US$m), 2001-2011 19 Table 8: Possible approaches to targeting men versus women in a private label versus famous brands situation 29 List of Figures Figure 1: Bargain-hunting and trading-up attitudes and the purchasing of private label products (Europe & US consumers), 2005 11 Figure 2: Purchasing rate of private label by age group (Europe & US consumers), 2005 13 Figure 3: Agreement with the statement "I only make the choice between private labels and famous brands when in front of the store shelves" (US & European consumers) 2005 14 Figure 4: Expected price discount of private label to famous brands by drinks category, men versus women, (European & US consumers) 2005 15 Figure 5: Consumer beliefs about the claims of famous brands (European & US consumers) 2005 16 Figure 6: Beliefs about the claims and quality of private label (European & US consumers) 2005 17 Figure 7: Comparison of value, standard and premium private lines in UK supermarkets Tesco and Sainsbury's 21 Figure 8: Examples of US premium private labels, 2006 22 Figure 9: Charmin Basic - an example of a famous brand adopting the tiered pricing strategy of many private labels - and the possible private label response 22 Figure 10: Seasonal private label variants in the home hygiene and personal care markets 23 Figure 11: Examples of Trader Joe's quirky private label branding 24 Figure 12: Examples of expert private label lines, 2006 25 Figure 13: Examples of private label healthy eating lines, 2006 25 Figure 14: Examples of private label organic sub-brands in the US 26 Figure 15: Examples of private label children's lines, 2006 27 Figure 16: Examples of attention-grabbing private label packaging in Europe, 2006 28 Figure 17: Examples of distinctive private label packaging in Europe, 2006 29 Figure 18: Agreement with the statement "buying famous brands means I am paying for their advertising costs" (European and US consumers) 2005 30 AbstractIntroductionPrivate label has been growing at least at twice the rate of famous brands over the last 10 years. It has grown so fast because it is very much aligned with the prevailing consumer trends and its creators have been adept at aligning it with relevant consumer segments. However, it is not yet as trusted as famous brands, meaning that these two competing groups can still learn from each other. Scope Countries covered: France, Germany, Italy , the Netherlands, Spain, Sweden , the UK and the US Product sectors covered: food, drinks, personal care and home hygiene Based on: market data from the Interactive Consumer Database; new launches from ProductScan; consumer research from the New Consumer Insight program. Insightful analysis into consumer's attitudes, beliefs and motivations behind private label versus famous brand purchases Highlights Overall in Europe private label FMCG represented a US$263bn industry in 2006. Private label achieves the highest penetration in the food sector (27% of sales in 2006). Private label is less well developed in those markets where brands have been able to build emotional bonds with their consumers: this is particularly the case in personal care. In the US the private label industry was worth less than half of that in Europe, with a sales value of US$114m. Private label accounted for 23% of food sales and 7% of drinks sales in 2006. Over the next five years growth rates will be highest in the home hygiene and personal care sectors as growth slows in the traditional food and drinks markets. Despite the current lower levels of private label penetration, more affluent households are increasing the volume of private label that they buy. In the US one of the reasons why it is increasing amongst the latter is because they are more likely to shop at the new breed of private label-focused specialty supermarkets such as Trader Joe's. Reasons to Purchase Market sizing - Understand the scale and growth of the private label opportunity/threat by country, sector and product market Demographic analysis - Understand the key consumer groups for private label sales Actions - Prioritize product, price and point-of-sale activities Get Full Details About This Report >> |
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