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Private label in Poland 2011Market analysis and development forecasts for 2011-2013 |
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The report provides an overview of the characteristics of the private label market of grocery retailers in Poland:
- market value estimates and development forecasts
- its division into distribution channels
- market share of private label products in individual product categories.
In addition, the report contains an analysis of current market trends and factors that impact its development. As usually, the report includes profiles of selected grocery retail market players in Poland. The report is supplemented by an Excel database of 9 500 private label products, developed based on data PMR has gathered in stores of around 20 grocery chains in Poland.
For every product, the report provides the following information:
- product category
- retail prices in Polish zloty and the euro
- weight/package size
- private label the product is sold under
- retail chain responsible for the product’s distribution
- name and contact information of the product manufacturer.
Main topics covered by the publication:
Did you know...
“Private label lines are now found in most product categories, like alcohol, clothing, home appliances and consumer electronics. They are also appearing in new categories.”
“A novelty on the market is venture brands, introduced by Tesco in 2011. They are high quality brands which in the future are to be offered not just in Tesco stores, but also by other, noncompetitive retailers.”
“More and more retail chains are now able to offer private labels in at least two price and quality segments, as well as the premium segment.”
“Delicatessen chains have recognised that it is key to develop private labels, until now reserved for discount stores and hypermarkets. Due to the profile of deli supermarkets, their private label range comprises mainly premium products.”
“With time, private labels are going to expand their share in the traditional trade. Consolidation processes on the wholesale market are likely to encourage it, as only relatively large wholesalers can afford to invest in private labels.”
“Żabka is the first convenience store chain in Poland to introduce private labels.”
- Value of the market of private label products sold through grocery stores, development forecasts, division of the market into distribution channels, share of private label products in sales of the largest retailers, estimated value of sales of private label products
- Number of products sold under private labels in the individual retail chains, list of private labels of hypermarket chains, supermarket chains, discount chains, wholesale distributors; product categories with the largest shares of private label products
- Comparative analysis of selected products sold under private labels of retailers and manufacturers
- Database of 9 500 private label products of grocery retail chains
- Market trends in the development of private label product assortment
- Profiles of the largest grocery retailers, including information on sales value, store count, development plans and private label product strategies.
Why did we decide to examine this topic?
- The private label market is seeing rapid development in Poland.
- The assortment of private label products is continually growing by new product categories being offered by new market players.
- Polish consumers’ awareness of private label products as well as acceptance of such products is on the rise.
Do you know...?
- What is the value of sales of private label products by grocery retailers in Poland?
- What are the development forecasts for the market of private label products for the coming years?
- Which product categories account for the largest shares of the private label segment?
- How is the private label market changing in Poland?
- What are the factors with the greatest influence on the market?
- How are the assortments of private label products of individual retailers developing?
- What is the share of private label product sales in total turnover of the largest retailers?
PMR report will provide you with answers!
Report’s strengths
- Excel database of 9 500 products sold under private labels in around 20 retail grocers chains in Poland, including the following information on each product: product category, retail prices in Polish zloty and the euro, weight/package size, private label the product is sold under, retail chain responsible for the product’s distribution, as well as the name and contact information of the product manufacturer
- Value of sales of private label products by grocery retail chains in Poland and development forecasts
- Description of market trends and factors impacting market development
- Profiles of the largest market players, including a description of their private label programmes.
Who will find the report useful?
- Anyone considering commencing the sale/production of private label products
- Anyone broadening their product offering by private label products
- Anyone seeking to analyse the offering of private label products of competitor retail chains
- Anyone engaging in a competitor analysis on the private label market
- Anyone estimating the risk entailed in launching a new product under a private label
- Anyone seeking to assess market potential
- Anyone developing a strategy for the development of a company in the private label sector.
Companies analyzed in this report:
abc, Aldi, Alma, Auchan, Bać-Pol, Biedronka, Billa, Błysk, Bomi, Carrefour, Chata Polska, Delikatesy Centrum, Delko, E.Leclerc, Eko, Eurocash, Freshmarket, Groszek, Grupa Schwarz, IGA, Interchem, Intermarche, ITM Polska, Janus, Jeronimo Martins, Kaufland, Kolporter Service, Krakowski Kredens, Lewiatan, Lidl, Makro Cash & Carry, MH Sp. z o.o., Milea, Mini-Max, Nasz Sklep, Netto, O.C.D. Hurt-Serwis, P.P.H.U. Serpol, PHU Ango, Piotr i Paweł, Polomarket, Polska Grupa Drogeryjna, P.P.H.U. Specjał, PSH Unia, Real, Spar, Spółdzielnia Obrotu Towarowego Przemysłu Mleczarskiego, Stokrotka, Tesco, Tradis, Żabka.
Extract from this report
- Supermarkets develop their private label offer with increased intensity, and many – like deli supermarkets – are warming to the idea of expanding their portfolio in this direction.
- The second largest growing format in 2010 was hypermarkets, systematically expanding its private label offer. However, the growths are not as high as in the previous years. Their current strategy is primarily to diversify the existing product range.
- According to our estimations, Biedronka, a chain owned Jeronimo Martins, is the leader of the private label market in Poland. In 2010, the share of private labels in the company revenues reached 56%, which amounted to PLN 10.8bn.
Market commentary by expert
Each year the Polish market of private labels is experiencing further growth. In 2010, the economic slowdown was still perceptible, causing Polish consumers to choose retailer brands in an attempt to save money. The difficult current situation on the global commodity market may propel the expansion of private labels in Poland even more. Growing food prices are going to prompt consumers to shop where it is cheaper, and where the private label range is financially accessible.Katarzyna Twardzik, Retail market analyst
Request sample pages/interactive screenshare
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Methodology p. 9
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Executive summary p. 13
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Overall economic situation of Poland p. 17
- Basic macroeconomic indices for Poland p. 17
- GDP p. 17
- Unemployment p. 20
- Wages p. 20
- Inflation p. 21
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Household income and expenses p. 22
- Income p. 23
- Expenses p. 24
- Demographics p. 26
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Value of the market p. 31
- Value of the market p. 31
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The share of private labels in food and non-food categories p. 36
- Product categories and growth potential of private labels p. 37
- Leading players p. 37
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Overview of private label offer p. 39
- Large-format trade p. 39
- Wholesale distributors and small-format trade p. 42
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Market overview – trends p. 45
- Premium products p. 45
- Private labels enter delicatessen p. 46
- Expansion in new product categories p. 46
- Growing presence of private labels in large-format trade p. 47
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Wholesalers develop private labels p. 48
- Private labels in small-format stores p. 49
- Improved image and growing awareness of private labels p. 50
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Production of private labels p. 53
- Arguments for and against p. 53
- Retailers’ requirements p. 55
- Cooperation between a producer and a retailer p. 56
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Profiles of selected retailers p. 59
- Jeronimo Martins p. 59
- Schwarz Group p. 61
- Tesco p. 62
- Carrefour p. 65
- Auchan p. 67
- Real/Makro Cash & Carry p. 68
- Intermarche p. 72
- E.Leclerc p. 74
- Zabka p. 75
- Alma p. 77
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List of graphs p. 79
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List of tables p. 81
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About PMR p. 83
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Contact PMR p. 84
List of graphs
- Value (PLN bn) and change (%) for the private label market in Poland, 2007-2013 14
- Private label market in Poland by channels of distribution (%), 2009, 2010 and 2011 14
- Real change of gross domestic product in Poland (%, y-o-y), 2000-2013 18
- GDP per capita adjusted by purchasing power parity (100=EU-27 average), 2009-2010 19
- Unemployment rate in Poland (%, end of period), 2007-2013 20
- Average monthly gross wages in the national economy in Poland (PLN), 2000-2010 21
- Yearly price indices for consumer goods and services in Poland (%), 2007-2013 22
- Average monthly spending and income per person in households in Poland (PLN), 2007-2010 22
- Average monthly disposable income per person in households in Poland (PLN), by source, and real change (%, y-o-y), 2010 23
- Average monthly spending on consumer goods and services per person in households in Poland (PLN), by main source of income, and real change (%, y-o-y), 2010 24
- Nominal change of spending on consumer goods and services per person in households in Poland, by main source of income (%), 2009-2010 25
- Structure of monthly spending per person in households in Poland (%), 2010 25
- Population of Poland (‘000) in 2008-2010 and forecasts until 2020 26
- Population of Poland by place of residence (%), 2010 27
- Polish cities by population (%), 2010 28
- Percentage of urban population in Poland by region (%), 2010 28
- Current and forecasted structure of population of Poland by age group (%), 2009-2020 29
- Value (PLN bn) and change (%) for the private label market in Poland, 2007-2013 31
- Sales change for private labels by channel of distribution in Poland (%), 2009, 2010 and 2011 32
- Private label market in Poland by channels of distribution (PLN bn), 2009, 2010 and 2011 33
- Private label market in Poland by channels of distribution (%), 2009, 2010 and 2011 34
- Number and value share of private labels in selected European markets (%), 2010 35
- Number and value share of private labels in food and non-food categories in Poland (%), 2009 i 2010 36
- Image of private labels according to Polish consumers (%), 2008-2010 51
- Awareness of retail chain private labels in Poland (%), 2009-2010 52
- Introducing private labels – retailer procedures – involvement of individual subjects 56
List of tables
- Basic macroeconomic indicators for Poland, 2009-2011 13, 17
- Largest Polish urban agglomerations by number of inhabitants, June 2010 37
- Leading retailers in private label sales in Poland (PLN m), 2010 37
- Selected private label ranges in large-format retail chains in Poland positioned in the lowest price segment, August 2009, September 2010 and September 2011 39
- Selected private label ranges in large-format retail chains in Poland positioned in the medium price segment, August 2009, September 2010 and September 2011 40
- Selected private label premium ranges in large-format retail chains in Poland, August 2009, September 2010 and September 2011 40
- Private labels in hypermarket chains in Poland, September 2010 and September 2011 41
- Private labels in selected supermarket chains in Poland, September 2010 and September 2011 41
- Private labels in discount chains in Poland, September 2011 42
- Private labels of wholesale distributors in Poland, August 2010 and September 2011 42
- Selected private label ranges in small-format retail chains in Poland, August 2009, September 2010 and September 2011 43
- Factors preconditioning manufacture and sale of products with a retailer’s logo and own logo, from the point of view of a manufacturer in Poland 53
- Pros and cons of manufacturing own brands, from the point of view of a manufacturer in Poland 54
- Biedronka in Poland: sales (PLN m) and number of stores, 2009-2011 59
- Private labels of Biedronka in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 60
- Schwarz Group in Poland: sales (PLN m) and number of stores, 2009-2011 61
- Private labels of Kaufland in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 61
- Private labels of Lidl in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 62
- Tesco in Poland: sales (PLN m) and number of stores, 2009-2011 62
- Private labels of Tesco in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 64
- Carrefour in Poland: sales (PLN m) and number of stores, 2009-2011 65
- Private labels of Carrefour in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 66
- Auchan in Poland: sales (PLN m) and number of stores, 2009-2011 67
- Private labels of Auchan in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 68
- Real and Makro Cash & Carry in Poland: sales (PLN m) and number of stores, 2009-2011 68
- Private labels of Real in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 70
- Private labels of Makro Cash & Carry in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 71
- Intermarche in Poland: sales (PLN m) and number of stores, 2009-2011 72
- Private labels of Intermarche in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 73
- E.Leclerc in Poland: sales (PLN m) and number of stores, 2009-2011 74
- Private labels of E.Leclerc in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 74
- Zabka in Poland: sales (PLN m) and number of stores, 2009-2011 75
- Alma in Poland: sales (PLN m) and number of stores, 2008-2010 77
- Private labels of Alma in Poland: launch date, label type, number of products, August 2009, September 2010 and September 2011 77
Private label in Poland 2011
Market analysis and development forecasts for 2011-2013
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