In the most recent edition of ESM, we spoke to retailers across Europe about their private label strategies, including looking at how SPAR Holding B.V., in the Netherlands is continuously exploring ways to accentuate its convenience offering with private label innovations.
This article first appeared in ESM Issue 3 2020.
With the Dutch retail sector one of the most competitive in Europe, SPAR Holding B.V. has sought to develop a point of difference by being a leader in convenience, via its growing SPAR City and SPAR Express networks, and a growing range of grab-and-go and ready-to-eat products.
Jan‑Hein van Spaandonk, brand manager of SPAR Holding B.V., spoke to ESM about the retailer’s private-label strategy.
ESM: What is your approach when it comes to private label development?
Jan‑Hein van Spaandonk: At SPAR Netherlands, we are really focused on convenience – that’s where the growth is for us as a company – which means more fresh products, a wider on-the-go selection, sandwiches, wraps, salads, and other food-to-go options.
When people go to our SPAR City outlets, they are looking for convenient food solutions, and we are looking for ways for them to take this experience home with them. For example, as well as buying a cup of coffee in store, they can also purchase the coffee beans to take home, as a private-label product.
Do you see private label as central to the strategy at SPAR Holding?
We are transforming more and more into a convenience store concept, and when people are buying a salad with an orange juice, or a coffee with a croissant, we want our private labels to be incorporated into these cross-selling opportunities.
In general, do Dutch consumers trust private labels, do you think?
I think Dutch people have really high trust in private label. I think we are in the top ten when it comes to private-label share, and consumers can see the intrinsic quality, and also the value in own-brand products.
Specifically, though, I think that Dutch consumers are more and more interested in products with provenance, which are sourced from individual producers or farmers. A couple of years ago, you had the emergence of all these premium brands with gold and silver labels, branded as ‘exclusive’ products, but I believe that the origin of the product, the story behind it, is where the real ‘premium’ quality lies.
That’s where you can make a real difference.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine
