Gillian Swaine, London Office, Bord Bia – Irish Food Board
According to the IGD, Private label accounts for over 41% of volume in five European countries, with Switzerland, Spain and the UK leading Europe’s private label market. The IGD noted that ‘me too‘ private label packaging belongs to the past. Retailers are adopting more sophisticated shapes and graphically advanced art designs to underline product features and to create identity for products. Private label packaging is now using more colours, playful, eye-catching images, quirky naming and hand-crafted illustrations.
New consumer research from him! research & consulting found more than 1-in-4 UK adults are buying even more own label products now compared to 12 months ago, and a similar amount intend to buy more in the next 12 months. Speaking to 500 UK adults as part of their new monthly Shop Waves research, him! found that shopper perception of own label products is going from strength to strength. “Shoppers told us that although price is often the primary driver for own label over brand, they are increasingly making their decisions based on great taste and quality too,” said Katie Littler, Insights Director at him!
“The research shows there is no doubt that shoppers are increasingly open to own label alternatives but retailers and suppliers should be aware that various factors influence shopper behaviour: their demographic (e.g. females are more likely to buy than males); the category (e.g. shoppers are least likely to buy own label alcohol and health & beauty); and also the particular retail environment. The study found that credibility and purchasing levels of supermarket own label products is much higher than own label in convenience stores for example,” commented Littler. It seems that despite growth in own label in convenience, right now, brand is very much still king.
Tesco has launched a new brand into its baby category that will cover products, information and expert advice, available both in-store and online. The new brand is called 'Tesco Loves Baby' and has a bright red heart logo, will act as an umbrella brand, covering all of the retailer's private label for baby and toddlers, as well as its revamped Tesco Loves Baby Club website.
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