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Private brands account for more than 20% of FMCG (Fast Moving Consumer Goods) basket sale, and at least once a year, such products reach 13.5 million Polish households, according to a recent report.

According to the latest study "Private Brands Mini Report" carried out by the GfK Polonia Household Panel, almost everyone reaches for FMCG products with the logotype of retail chains, and the share of "private brands" in the total value of purchases is systematically growing . The increase in their popularity is supported by a good price-quality ratio and the current economic and economic situation combined with record-breaking inflation, which for many months has been intensively forcing many Poles to look for savings and choose cheaper products.

The highest level is maintained in discount stores (43.2%). In small-format chain stores, the value share of own brands is at the level of 5.7%. of all purchases made. According to the authors of the report, in the case of retail chains, the highest value in total sales is achieved in Lidl, ALDI and Biedronka (all over 40%).

Currently, among food categories, groups the fastest-growing products in terms of the change in the value of own brand are: butter (PLN +284 million, or USD 65 million), cold cuts (PLN +262 million), cheese (PLN +228 million) or Edible oils (PLN +175 million). Edible oils (+70.5%), butter (+57%), flour (+45.2%) and pasta (+28.4%) record the fastest increases in percentage terms.

The cyclical analysis of the motivation of customers buying private labels conducted by GfK shows that the largest group of them - over 25% - no longer divides products into those with the manufacturer's brand and those with the retail chain's brand. Most dynamically growing group of private brand buyers, are customers who are primarily looking for savings in this type of products.

 

Source: https://www.pb.pl/marki-wlasne-stanowia-juz-ponad-20-proc-sprzedazy-koszyka-fmcg-1172883