Due to a weaker market environment, private label continues to grow and gain market share in Italy, at the expense of A-brand products, a study has found.
The expansion of the offer and more product segmentation are the main drivers of the Italian private label market, which in recent years has adapted to the needs of the consumer more quickly and effectively, the IRI research claims.
Leading the growth are the Functional (+13.6%), Premium (+11.9%) and Organic (+7.5%) private label segments, demonstrating store brands' ability to offer quality products at an affordable price, in response to specific consumer requests.
In the first nine months of 2018, private label grew by 2% in the Italian market with a share that increased by 0.5% year-on-year, to 19.2%.
Private Label turnover increased by €150 million to €7.7 billion.
Price promotions in private label continued to decline, from 27.5% in September 2017 to 27.1% in September 2018.
Quality and price remain the strategic drivers for the Italian retail segment, the study found.
© 2018 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.
