Private Label’s Market Share Reaches All-Time Highs in 9 European Countries

22 Jun 2017 ---The popularity of private label keeps growing across Europe. The latest Nielsen data shows that market share for retailer brands has climbed to all-time highs in 9 European countries and for the first time stands at 30% or above in 15 of the 20 countries tracked for PLMA’s International Private Label Yearbook.

The 2017 Yearbook statistics reveal that private label’s market share reached all-time highs in Germany, Italy, The Netherlands, Belgium, Poland, Austria, Sweden, Norway and Denmark.  
 
The biggest market share increases were posted in Austria, up 2.8 points to 43%, followed by Germany, up 2.1 points to 45% and Poland, up 1.4 points to 30%. Seven countries now have market shares of 40% or higher: United Kingdom, Germany, Austria, Belgium, Switzerland, Spain and Portugal.    
 
Brian Sharoff, President of PLMA, says: “The latest Nielsen statistics reveal clearly that 2016 was another good year for retailer brands in Europe. This continues a longterm trend which shows that private label’s success isn’t tied to economic cycles but reflects the growing confidence shoppers have in retailer brands.” 
 
Market share in the United Kingdom stayed above 45% and appears ready to resume growth as supermarkets expand their private label programs to combat the competitive challenge from discounters. In France, private label penetration remained over 30% for the thirteenth consecutive year.  
 
In the northern countries, both Belgium and the Netherlands reached new market share highs. All of the Scandinavian countries - Denmark, Norway and Sweden - posted increases.  For the first time, private label penetration for all of the Scandinavian countries stands at 30% or above.   
 
Poland led the way among the Central and Eastern European countries, climbing more than one point to cross over the 30% market share mark. Hungary stayed steady at 34%, while Czech Republic and Slovakia remained over 30%. 
 
Among the Mediterranean countries, market share in Italy climbed for the fifth consecutive year, posting its biggest increase since 2012. Private label penetration is expected to increase as Aldi enters the market and Lidl looks to add more stores there. Greece and Turkey stayed above 20%.

According to Sharoff (pictured), addressing the demands of Millennials is key in private label. He spoke with FoodIngredientsFirst at this year’s private label event in Amsterdam: “In many cases, the people who are now between the ages of 20-30, are behaving very differently from previous generations. They are more interested in convenience and their attitudes towards eating meals and ingredients are different. They are rebelling in some ways against their parent’s generation. All of this means that the way people shop and what they shop for is changing.” 

He adds: “For example, most of our food economy is based on the notion that people will eat three meals a day; but we are seeing that the millennial generation and beyond don’t adhere to this. They don’t eat breakfast in the same way; they snack and have 5 meals a day. So they may be having their breakfast as a yogurt drink while at the gym warming up, lunch may be from a food truck and dinner may be something on the way home with friends. 

Millennial influence has a tremendous impact on the food industry. In terms of physical examples of successfully addressing this trend, Sharoff notes: “If you go into most of the supermarkets in Europe or in the US, you see that supermarkets are selling a lot more ready to eat foods, not ready to cook or heat, but actually ready to eat, that in the past would have been associated with a restaurant. This is successful so far as retailers are offering something that the consumer wants.” 

Some product examples include:

Bio-Zentrale Natureprodukte GmbH has launched muesli bars with chia seeds. The chocolate coated base products, which are offered in Apricot & Sunflower Seeds and Cranberry & Coconut, are promoted as being rich in antioxidants, vitamin B1 and omega 3 fatty acids.