Private label in Poland 2009

Table of contents:

Methodology

Executive summary

The overall state of the Polish economy

• Gross domestic product
• Employment
• Wages
• Inflation

Demographics

Income and expenditures of households

• Income
• Expenditures
• Assessment of the current financial condition of households and of consumer optimism

Value of the Polish private label market

Current state of the market – trends and development

• Development of the private label offer in modern trade
• Private labels in hypermarkets
• Private labels in supermarkets and discount chains
• The improving position of discount chains
• Wholesale distributors and traditional trade
• Quality of private label products
• Private label production
• Consumers’ perception of private labels

PMR survey – preferences and shopping habits of Polish consumers

• Methodology of the survey
• Structure of the sample
• Shopping habits of Polish consumers
• Person responsible for buying food and articles of everyday use
• Places to shop
• Expenditures
• Factors influencing the choice of a shop type
• Loyalty scheme
• Advertising brochures
• Planning the shopping
• Factors influencing the choice of food products
• Promotional events and techniques
• Online shopping
• Awareness and perception of private labels among Polish consumers
• Awareness of shops
• Awareness of private labels
• Frequency with which private labels are purchased
• Types of private label products
• Perception of private labels
• Economic climate and its impact on the shopping habits of Polish consumers

Profiles of selected retailers

• Biedronka
• Tesco
• Carrefour
• Auchan
• Real/Makro Cash & Carry
• Intermarche
• E.Leclerc
• Alma

Private labels and manufacturer’s brands – price comparison analysis

• Food products
• Non-food products

List of graphs

List of tables

About PMR

Contact PMR

List of graphs and Tables:

List of graphs

1. Value (PLN bn) and change (%) of Polish private label market, 2006-2011
2. Value of Polish private label market by channel of distribution (%), 2008
3. Real change of gross domestic product in Poland (%, y-o-y), 2000-2011
4. GDP per capita in EU countries by purchasing power parity (100=EU-27 average), 2007-2008
5. Unemployment rate in Poland (end of year, %), 2006-2011
6. Number of employed in the Polish retail sector (thousands), April 2008-June 2009
7. Average monthly gross salary in Poland (PLN), 2000-H1 2009
8. Average monthly gross salary in Poland: total and in trade and repairs sector (PLN), Q4 2007-Q1 2009
9. Yearly indicators of prices of consumer goods and services in Poland (%), 2000-2011
10. Change in prices of consumer goods and services, including food and non-alcoholic beverages, and alcohol and tobacco in Poland (%, y-o-y), Q2 2006-Q1 2009
11. Polish population by place of residence, 2008
12. Urban population in Poland by region (%), 2008
13. Average monthly income and expenditures per capita in Polish households (PLN), 2000-2008
14. Average monthly available income per capita in Polish households (PLN) by source, and its real change (%, y-o-y), 2008
15. Average monthly expenditures per capita in Polish households, by main source of income (PLN), 2008
16. Nominal change in expenditures per capita on consumer goods and services in Polish households, by main source of income (%), 2007-2008
17. Structure of monthly expenditures of Polish households per capita (%), 2008
18. Household finance index for Poland, January 2007-September 2009
19. Consumer confidence index in Poland and its elements, January 2007-August 2009
20. Value (PLN bn) and change (%) of Polish private label market, 2006-2011
21. Share of private labels in terms of quantity and value in selected food and non-food categories in Europe (%), 2008
22. Value of Polish private label market by channel of distribution (%), 2008
23. Value of Polish private label market by channel of distribution (%), 2009
24. Number of private label products in Polish hypermarkets by price segment, March 2006, March 2008 and August 2009
25. Number of private label products in largest Polish hypermarket chains, March 2006, March 2008 and August 2009
26. Number of private label products in largest Polish hypermarket chains by price segment, August 2009
27. Number of discount stores in Poland, 2005-2009
28. Gender of respondents, September 2009
29. Age of respondents, September 2009
30. Level of education of respondents, September 2009
31. Monthly net income of respondents’ households, September 2009
32. Number of respondents’ households members, September 2009
33. Who is responsible for buying food and products of everyday use in your household?, September 2009
34. Where do you generally shop for food and articles of everyday use?, September 2009
35. What is the name of the shop you visit most frequently?, September 2009
36. In which shop do you spend most per week on food and articles of everyday use?, September 2009
37. How much do you spend per week on food and articles of everyday use?, September 2009
38. Factors influencing respondents’ choice of shop type, September 2009
39. Percentage of respondents who have been offered a loyalty scheme, September 2009
40. Percentage of respondents using a loyalty scheme, September 2009
41. Which statement concerning shops’ advertising brochures suits you best?, September 2009
42. Do you plan your daily shopping?, September 2009
43. When shopping for food, how important are the following features of products?, September 2009
44. How attractive do you find the following promotional techniques?, September 2009
45. Did you ever made a purchase of food products and articles of everyday use on the Internet? September 2009
46. Why do you not buy food and articles of everyday use online?, September 2009
47. Which shops (self-service, supermarkets, hypermarkets) are you aware of?, September 2009
48. Which of the shops listed below are you aware of?, September 2009
49. Have you seen or heard of products of the following brands:, September 2009
50. Awareness of private labels, September 2009
51. How frequently do you purchase private label products?, September 2009
52. What type of private label products have you purchased in the last two weeks?, September 2009
53. What private label food products have you purchased in the last two weeks?, September 2009
54. To what extent do you agree with the following statements about private labels?, September 2009
55. Are your financial circumstances better than, worse than or similar to last year?, September 2009
56. In connection with the economic crisis described by the media, have you in any way altered your shopping habits?, September 2009
57. In connection with the economic crisis, in what way have your shopping habits changed?, September 2009
58. On what products do you economize in the first place?, September 2009
59. Prices of private label products as a share of brand product in Poland – selected food articles (brand product=1), September 2009
60. Prices of private label products as a share in prices of brand product in Poland – selected non-food articles (brand product=1), September 2009

List of tables

1. Main macroeconomic indicators for Poland, 2008-2009
   
2. Largest urban agglomerations in Poland by number of inhabitants, 2008
3. Top 20 categories with the highest value share of private labels in Poland, 2008
4. 10 categories with the highest growth in value terms of the share of private labels, 2008
5. Selected private label ranges in modern trade retail chains in Poland positioned in the lowest price segment, March 2006, March 2008 and August 2009
6. Selected private label ranges in modern trade retail chains in Poland positioned in the medium price segment, March 2006, March 2008 and August 2009
7. Selected private label premium ranges in modern trade retail chains in Poland, March 2008 and August 2009
8. Private labels of Polish hypermarket chains, March 2008 and August 2009
9. Private labels of selected supermarket chains in Poland, March 2008 and August 2009
10. Private labels of discount chains in Poland, August 2009
11. Private labels of selected wholesale distributors in Poland, August 2009
12. Biedronka in Poland: sales (PLN m) and number of shops, 2007-2009
13. Biedronka’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
14. Tesco in Poland: sales (PLN m) and number of shops, 2007-2009
15. Tesco’s acquisitions in Poland, 1995-2009
16. Tesco’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
17. Carrefour in Poland: sales (PLN m) and number of shops, 2007-2009
18. Carrefour’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
19. Auchan in Poland: sales (PLN m) and number of shops, 2007-2009
20. Auchan’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
21. Real/Makro Cash & Carry in Poland: sales (PLN m) and number of shops, 2007-2009
22. Real’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
23. Makro Cash & Carry’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
24. Intermarche in Poland: sales (PLN m) and number of shops, 2007-2009
25. Intermarche’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
26. E.Leclerc in Poland: sales (PLN m) and number of shops, 2007-2009
27. E.Leclerc’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
28. Alma in Poland: sales (PLN m) and number of shops, 2007-2009
29. Alma’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
30. Retail price (PLN) of chocolate (100g): private labels vs. manufacturer’s brands in Poland, September 2009
31. Retail price (PLN) of strawberry jam (280g): private labels vs. manufacturer’s brands in Poland, September 2009
32. Retail price (PLN) of golabki/stuffed cabbage leaves (500g): private labels vs. manufacturer’s brands in Poland, September 2009
33. Retail price (PLN) of tea (100 teabags): private labels vs. manufacturer’s brands in Poland, September 2009
34. Retail price (PLN) of yoghurt (150g): private labels vs. manufacturer’s brands in Poland, September 2009
35. Retail price (PLN) of ground coffee (250g): private labels vs. manufacturer’s brands in Poland, September 2009
36. Retail price (PLN) of milk (3.2%, 1l): private labels vs. manufacturer’s brands in Poland, September 2009
37. Retail price (PLN) of spaghetti pasta (500g): private labels vs. manufacturer’s brands in Poland, September 2009
38. Retail price (PLN) of energy drink (250ml): private labels vs. manufacturer’s brands in Poland, September 2009
39. Retail price (PLN) of fizzy drink (2l): private labels vs. manufacturer’s brands in Poland, September 2009
40. Retail price (PLN) of canned beer (500ml): private labels vs. manufacturer’s brands in Poland, September 2009
41. Retail price (PLN) of frozen pizza (300g): private labels vs. manufacturer’s brands in Poland, September 2009
42. Retail price (PLN) of orange juice (1l): private labels vs. manufacturer’s brands in Poland, September 2009
43. Retail price (PLN) of mineral water (1.5l): private labels vs. manufacturer’s brands in Poland, September 2009
44. Retail price (PLN) of tissues (10 x 10): private labels vs. manufacturer’s brands in Poland, September 2009
45. Retail price (PLN) of dry dog food (3kg): private labels vs. manufacturer’s brands in Poland, September 2009
46. Retail price (PLN) of liquid soap (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
47. Retail price (PLN) of air freshener (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
48. Retail price (PLN) of toilet paper (8 rolls): private labels vs. manufacturer’s brands in Poland, September 2009
49. Retail price (PLN) of toothpaste (125ml): private labels vs. manufacturer’s brands in Poland, September 2009
50. Retail price (PLN) of washing-up liquid (1l): private labels vs. manufacturer’s brands in Poland, September 2009
51. Retail price (PLN) of fabric softener (1l): private labels vs. manufacturer’s brands in Poland, September 2009
52. Retail price (PLN) of cleaning agent (1l): private labels vs. manufacturer’s brands in Poland, September 2009
53. Retail price (PLN) of shampoo (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
54. Retail price (PLN) of shower gel (300ml): private labels vs. manufacturer’s brands in Poland, September 2009

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