Italian retailer Conad reported 8% growth in private label sales last year, to €4 billion, which equates to approximately 40% of national private label growth.
Private label accounts for 30.3% of Conad's sales, according to IRI data, which is 9.5% higher than the Italian average.
Own-Brand Launches
Some 1,700 private label SKUs were launched or re-launched last year, under the Conad, Verso Natura Conad, and Sapori&Dintorni brands, as well as new lines that respond to specific consumer needs such as Conad Alimentum, Conad Piacersi, Conad Essentiae, Conad Baby, and Parafarmacia Conad.
In addition, 90% of Conad's fruit and vegetables, milk and dairy products, tomatoes and main packaged vegetables, as well as Sapori&Dintorni products are of national origin, while more than 90% of the producers of Conad brands are Italian.
In the area of food safety and quality, Conad invested over €4.6 million in 2019 to conduct more than one million laboratory tests and 2,700 inspections across its production facilities.
The analysis and inspections are the result of an in-house quality control system operated by the retailer and are in addition to authorities' checks on the products on the shelves at each retailer.
Promotional Activity
As part of Conad’s ‘Bassi and Fissi’ promotional initiative, 520 products across 95 consumer categories were offered at lower fixed prices last year, which has generated an average saving per household of €1.441 per year, according to the retailer.
Conad holds a 13.3% share of the total Italian grocery market and 22.8% in the supermarket channel.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
