Spanish retailers’ own brands fail
Retailers’ own brands fail in the section of alcoholic beverages, baby food and soft drinks. Spaniards don’t give preference to the white label when buying high alcohol content beverages, children’s food and soft drinks, categories in which their market share is less than 20%.
At the other end, frozen vegetables and fruits are found, as well as nuts and dried fruits, where retailers’ own brands almost eliminate the manufactures’ brand references, representing more than 70% of all sales.
Those are data coming from a report by Nielsen, on the food categories with greater and less penetration of white label in Spain.
Another recent report by Kantal established that the distributor brand currently represents a market share of 36% in Spain, showing a tendency to stabilize after years of continuous increases. Experts point out that this high percentage is partly explained by the weight of supermarket chains, such as Mercadona, DIA and Lidl, which have focused their strategy on strengthening their own brands, and that are at the top of retailers with greater sales.
Source: eleconomista.es