Chain Store Private Labels Account for 14% of FMCG Market

Private label products of large supermarket and hypermarket chains accounted for 14% of the fast moving consumer goods market in 2017, or EUR2.6-2.8 billion, according to Gfk data.

Private label products are cheaper by as much as 30% compared with name brands.

“Nearly all households in Romania have bought at least one private label product last year four times a month,” according to GfK.

Romanians spend EUR19-20 billion each year on fast moving consumer goods, meaning EUR2.6-2.8 billion go to retailers' private labels such as K-Classic (Kaufland), Pilos (Lidl), or Delhaize (Mega Image).

“Categories where private labels have grown and have a significant share are cheeses, canned fish and sea food, frozen pizza, frozen vegetables, and ice-cream,” GfK noted.

14.02.2018 ZF English