Table of contents:

1. Methodology

2. Executive summary

3. Overview of social and economic situation in Poland

• Employment and unemployment
• Wages
• Inflation
• Demographics
• Income and spending
• Regional variations in purchasing power
• Consumer confidence

4. Shopping preferences of Polish consumers

5. Size of the private label market

6. Development of the private label market

7. Trends on the private label market

• Development of brands in the medium price range and the first premium brands
• Private labels in non-FMCG categories
• Private labels in specialist chains
• Private labels in the traditional channel

8. Determinants of growth and success of private labels

• From the distribution side
• Growth in significance of the modern channel
• Consolidation of retail trade
• From the product side

9. Private labels and consumers

10. Private labels and producers

11. Results of store-check

• Grocery products
• Industrial products

12. Profiles of selected retailers

• Tesco
• Carrefour
• Real/Makro Cash and Carry
• Auchan
• Kaufland
• E.Leclerc
• Intermarche
• Alma
• Biedronka
• Plus Discount

13. List of graphs

14. List of tables

List of graphs and Tables:

List of graphs

1. Sales value of private labels (PLN bn) and their share of the grocery market (%) in Poland, 2005-2007 and 2009
2. Share of specific distribution channels in private label sales in Poland (%), 2007
3. Real y-o-y change (%) in GDP in Poland, 2004-2010
4. Monthly unemployment rate in Poland (%), January 2005-December 2007
5. Value (PLN) and y-o-y change (%) of monthly gross wage in Poland, 2003-2007
6. Annual Consumer Price Index (CPI) in Poland (%), 2004-2010
7. Poland’s population (,000), 2005-2010 and 2015, 2020, 2025, 2030
8. Poland’s population by type and size of agglomeration (,000, %), June 2007
9. Percentage of urban population by voivodship in Poland, June 2007
10. Average monthly household income per capita in Poland (PLN), 2006
11. Structure of monthly household spending per capita in Poland (%), 2006
12. GDP per capita by purchasing power standard in EU and EEA member states (EU27 average=100), 2006-2007
13. Consumer confidence index in Poland and its two components, December 2005-December 2007
14. Stores in which most grocery purchases are made in Poland (not including bread), 2007
15. Allocation of normal shopping expenditure during the week in Poland (%), 2007
16. Importance of factors determining selection of shopping location in Poland, 2007
17. Favourite forms of promotional campaigns in Poland, 2007
18. Shopping strategies used by Polish consumers (%), 2007
19. Frequency of reading product labels and information contained on product packaging by consumers in Poland (%), 2007
20. Consumer opinions on brand-name products in Poland (%), 2007
21. Significance of brand and manufacturer for different types of products in Poland (%), 2007
22. Factors influencing the choice of a basket of goods in Poland, impulse or planned purchases (%), 2007
23. Sales value of private labels (PLN bn) and their share of the grocery market (%) in Poland, 2005-2007 and 2009
24. Share of private labels in grocery and chemical categories in Europe by value (%), 2007
25. Share of particular distribution channels in the sale of private labels in Poland (%), 2007
26. Chart depicting price positioning of private labels
27. Development of low- and medium-priced private label products in Tesco, Carrefour and E.Leclerc in Poland, March 2006 and March 2008
28. Number of products bearing the Carrefour logo in Poland, 2003-2008
29. Number of Hrabina brand products in PHUP Gniezno in Poland, 2005-2007
30. Share of particular distribution channels in the grocery market in Poland (%), 2006
31. Number of hypermarkets per million inhabitants in Europe, 2005-2006
32. Attitude of Polish consumers to shopping in discount stores (% of respondents), 2005-2006
33. Number of discount stores in Poland, 2005-2008
34. Familiarity and purchase of private label products in selected Central-Eastern European countries (% of respondents), October 2005 and October 2006
35. Respondents’ answers to questions relating to familiarity and purchase of private label products in Poland (%), October 2001-October 2006
36. Percentage of consumers agreeing with the statement that the quality of private labels is equal to branded products, selected countries (%), 2007
37. Perceptions of private labels in Poland (%), October 2006
38. Evaluation of the benefits of collaboration of producers with commercial chains in Poland (% of respondents), 2005-2006
39. Diagram relating to the process of preparing a private label at Carrefour in Poland, 2007
40. Prices of retailers’ private labels compared with brand-name products (brand-name product=1), March 2008
41. Retail price of milk (1 litre, 0,5% fat) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
42. Retail price of flour (1 kg) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
43. Retail price of pasta (500 g) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
44. Retail price of chocolate (100 g) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
45. Retail price of carbonated beverage (2 l) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
46. Retail price of orange juice (1 l) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
47. Retail price of mineral water (1.5 l) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
48. Retail price of beer (0.5 l) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
49. Retail price of teabags (100 tea bags) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
50. Retail price of ground coffee (250 g) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
51. Retail price of dry dog food (3 kg) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
52. Retail price of toothpaste (125 ml) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
53. Retail price of shampoo – comparison between retailers’ private labels (300 ml) and manufacturers’ brands (400 ml) in Poland (PLN), March 2008
54. Retail price of soap (100 g bar) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
55. Retail price of toilet paper (8 rolls) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
56. Retail price of washing powder (2 kg) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008
57. Retail price of dishwashing liquid (500 ml) – comparison between retailers’ private labels and manufacturers’ brands in Poland (PLN), March 2008

List of tables

1. Key macroeconomic indicators for Poland, 2006-2007
2. Poland’s largest agglomerations, by population size, 2006
3. Average monthly consumer spending in Poland, by consumer’s income source (PLN), 2006
4. Top 10 grocery categories with the highest value share of private labels in Poland, 2006-2007
5. Top 10 chemical categories with the highest value share in Poland, 2006-2007
6. Retailers’ benefits and responsibilities from introducing private label products
7. Retail chains with the largest private label product offering in Poland, March 2006 and March 2008
8. Availability of private labels in hypermarket chains operating in Poland, March 2008
9. Availability of private labels in supermarket chains operating in Poland, March 2008
10. Selected private label lines on the grocery market in Poland positioned in the lowest price segment, March 2006 and March 2008
11. Selected private label lines on the grocery market in Poland positioned in the medium price segment, March 2006 and March 2008
12. Private labels of selected wholesale companies in Poland, 2007
13. Consolidation of the grocery market in Poland: most important mergers and takeovers initiated in 2007
14. Determinants of production and sale of products bearing a retailer’s logo versus a manufacturer’s own logo from the manufacturer’s point of view in Poland, 2008
15. Advantages and disadvantages in producing own brands from the producer’s point of view in Poland, 2008
16. Examples of producers manufacturing private labels by commission from commercial chains in Poland, 2008
17. Tesco in Poland, 2008
18. Private labels in Tesco in Poland, 2008
19. Carrefour in Poland, 2008
20. Private labels in Carrefour in Poland, 2008
21. Metro in Poland, 2008
22. Retailer private labels in Real/Makro Cash and Carry in Poland, 2008
23. Auchan in Poland, 2008
24. Private labels in Auchan in Poland, 2008
25. Schwarz Group in Poland, 2008
26. Private labels in Kaufland in Poland, 2008
27. E.Leclerc in Poland, 2008
28. Private labels in E.Leclerc in Poland, 2008
29. Intermarche in Poland, 2008
30. Private labels in Intermarche in Poland, 2008
31. Alma in Poland, 2008
32. Private labels in Alma in Poland, 2008
33. Biedronka in Poland, 2008
34. Private labels in Biedronka in Poland, 2008
35. Plus Discount in Poland, 2008
36. Private labels in Plus Discount chain in Poland, 2008

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Private labels in Poland: wider offer, better quality - May 2008 The private label market in Poland continues to grow very dynamically. Retailers which have been selling products under their names for a long time now are expanding their private label range, while other players, such as Polish supermarket chains and small format stores, introduce the idea of private label to their offer. Although private labels in the economy and medium price brackets are still dominant, retailers in Poland are launching private labels in the higher (premium) brackets as well. This shows that the market is becoming more mature and makes us expect that as the quality of private label products improves, so will the not-verypositive image of such products among Poles. To receive a full version of this FREE article, please fill in the form below. The article (in a PDF file ) will be sent to your e-mail address. None of this information will be disclosed to third parties. To be assured that we take your privacy seriously, please read our privacy policy. Please fill out all the fields correctly. Information will only be provided if forms are adequately completed.

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