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Private label in Poland 2009Market analysis and development forecast for 2009-2011
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The report tracks the growth of the expanding supply and consumer demand for private label products in Poland. This report provides a real time snapshot of current market conditions and forecasts developments to 2011 based on solid data and input received directly from producers, retailers and consumers regarding the growing variety of private label products available at discount stores, hypermarkets, supermarkets and traditional grocery shops across the country.
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Member of the Managment Board, SCA Hygiene Products
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Senior Trade and Investment Adviser, British Embassy in Warsaw
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Market Development Manager, Zebra Technologies Europe Limited
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Senior Trade and Investment Adviser, British Embassy in Warsaw
“PMR reports are a serious contribution to the market overview picture, focusing our attention on key events in the industry as well as highlighting both general and specific market indicators. Together, these components are the base for our future forecasts of construction market development and help us to plan our sales.
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Market Analyst, Alpha Cement
“PMR's retail publications give me detailed insight into retail developments in Poland, even concerning 'minor' developments. It is the most informative English-language resource that I have found.”
General Manager, Royal Ahold, The Netherlands
Special PMR studies focus on consumer preferences, attitudes and awareness. Leading private label retailers are profiled, and their private label strategies are exposed for the benefit of new entrants in this potentially prosperous, ever-expanding marketplace.
In addition there is also an informative reference tool constructed specifically for this report, in Excel format, that contains data on more than 7500 private label products. Each detailed product description is broken down to:
- category
- retail price in PLN and €
- container weight/volume
- retail chain
- private label name
- name, address and contact details of the producer with production profile.
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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
- Value (PLN bn) and change (%) of Polish private label market, 2006-2011
- Value of Polish private label market by channel of distribution (%), 2008
- Real change of gross domestic product in Poland (%, y-o-y), 2000-2011
- GDP per capita in EU countries by purchasing power parity (100=EU-27 average), 2007-2008
- Unemployment rate in Poland (end of year, %), 2006-2011
- Number of employed in the Polish retail sector (thousands), April 2008-June 2009
- Average monthly gross salary in Poland (PLN), 2000-H1 2009
- Average monthly gross salary in Poland: total and in trade and repairs sector (PLN), Q4 2007-Q1 2009
- Yearly indicators of prices of consumer goods and services in Poland (%), 2000-2011
- 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
- Polish population by place of residence, 2008
- Urban population in Poland by region (%), 2008
- Average monthly income and expenditures per capita in Polish households (PLN), 2000-2008
- Average monthly available income per capita in Polish households (PLN) by source, and its real change (%, y-o-y), 2008
- Average monthly expenditures per capita in Polish households, by main source of income (PLN), 2008
- Nominal change in expenditures per capita on consumer goods and services in Polish households, by main source of income (%), 2007-2008
- Structure of monthly expenditures of Polish households per capita (%), 2008
- Household finance index for Poland, January 2007-September 2009
- Consumer confidence index in Poland and its elements, January 2007-August 2009
- Value (PLN bn) and change (%) of Polish private label market, 2006-2011
- Share of private labels in terms of quantity and value in selected food and non-food categories in Europe (%), 2008
- Value of Polish private label market by channel of distribution (%), 2008
- Value of Polish private label market by channel of distribution (%), 2009
- Number of private label products in Polish hypermarkets by price segment, March 2006, March 2008 and August 2009
- Number of private label products in largest Polish hypermarket chains, March 2006, March 2008 and August 2009
- Number of private label products in largest Polish hypermarket chains by price segment, August 2009
- Number of discount stores in Poland, 2005-2009
- Gender of respondents, September 2009
- Age of respondents, September 2009
- Level of education of respondents, September 2009
- Monthly net income of respondents’ households, September 2009
- Number of respondents’ households members, September 2009
- Who is responsible for buying food and products of everyday use in your household?, September 2009
- Where do you generally shop for food and articles of everyday use?, September 2009
- What is the name of the shop you visit most frequently?, September 2009
- In which shop do you spend most per week on food and articles of everyday use?, September 2009
- How much do you spend per week on food and articles of everyday use?, September 2009
- Factors influencing respondents’ choice of shop type, September 2009
- Percentage of respondents who have been offered a loyalty scheme, September 2009
- Percentage of respondents using a loyalty scheme, September 2009
- Which statement concerning shops’ advertising brochures suits you best?, September 2009
- Do you plan your daily shopping?, September 2009
- When shopping for food, how important are the following features of products?, September 2009
- How attractive do you find the following promotional techniques?, September 2009
- Did you ever made a purchase of food products and articles of everyday use on the Internet? September 2009
- Why do you not buy food and articles of everyday use online?, September 2009
- Which shops (self-service, supermarkets, hypermarkets) are you aware of?, September 2009
- Which of the shops listed below are you aware of?, September 2009
- Have you seen or heard of products of the following brands:, September 2009
- Awareness of private labels, September 2009
- How frequently do you purchase private label products?, September 2009
- What type of private label products have you purchased in the last two weeks?, September 2009
- What private label food products have you purchased in the last two weeks?, September 2009
- To what extent do you agree with the following statements about private labels?, September 2009
- Are your financial circumstances better than, worse than or similar to last year?, September 2009
- In connection with the economic crisis described by the media, have you in any way altered your shopping habits?, September 2009
- In connection with the economic crisis, in what way have your shopping habits changed?, September 2009
- On what products do you economize in the first place?, September 2009
- Prices of private label products as a share of brand product in Poland – selected food articles (brand product=1), September 2009
- 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
- Main macroeconomic indicators for Poland, 2008-2009
- Largest urban agglomerations in Poland by number of inhabitants, 2008
- Top 20 categories with the highest value share of private labels in Poland, 2008
- 10 categories with the highest growth in value terms of the share of private labels, 2008
- Selected private label ranges in modern trade retail chains in Poland positioned in the lowest price segment, March 2006, March 2008 and August 2009
- Selected private label ranges in modern trade retail chains in Poland positioned in the medium price segment, March 2006, March 2008 and August 2009
- Selected private label premium ranges in modern trade retail chains in Poland, March 2008 and August 2009
- Private labels of Polish hypermarket chains, March 2008 and August 2009
- Private labels of selected supermarket chains in Poland, March 2008 and August 2009
- Private labels of discount chains in Poland, August 2009
- Private labels of selected wholesale distributors in Poland, August 2009
- Biedronka in Poland: sales (PLN m) and number of shops, 2007-2009
- Biedronka’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Tesco in Poland: sales (PLN m) and number of shops, 2007-2009
- Tesco’s acquisitions in Poland, 1995-2009
- Tesco’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Carrefour in Poland: sales (PLN m) and number of shops, 2007-2009
- Carrefour’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Auchan in Poland: sales (PLN m) and number of shops, 2007-2009
- Auchan’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Real/Makro Cash & Carry in Poland: sales (PLN m) and number of shops, 2007-2009
- Real’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Makro Cash & Carry’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Intermarche in Poland: sales (PLN m) and number of shops, 2007-2009
- Intermarche’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- E.Leclerc in Poland: sales (PLN m) and number of shops, 2007-2009
- E.Leclerc’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Alma in Poland: sales (PLN m) and number of shops, 2007-2009
- Alma’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
- Retail price (PLN) of chocolate (100g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of strawberry jam (280g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of golabki/stuffed cabbage leaves (500g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of tea (100 teabags): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of yoghurt (150g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of ground coffee (250g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of milk (3.2%, 1l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of spaghetti pasta (500g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of energy drink (250ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of fizzy drink (2l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of canned beer (500ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of frozen pizza (300g): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of orange juice (1l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of mineral water (1.5l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of tissues (10 x 10): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of dry dog food (3kg): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of liquid soap (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of air freshener (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of toilet paper (8 rolls): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of toothpaste (125ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of washing-up liquid (1l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of fabric softener (1l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of cleaning agent (1l): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of shampoo (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
- Retail price (PLN) of shower gel (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
Private label in Poland 2009
Market analysis and development forecast for 2009-2011
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Any other preservation, multiplication, copying and dissemination etc. which is beyond the scope of this licence is strictly forbidden.
- - for the product preservation: saving the product in the memory of an unlimited number of computers belonging to the organisation indicated by the client during purchasing process; these computers must be located in the same country as the organisation indicated during purchasing process;
- - for multiplying and making the product available: multiplication of the product by production of its copies either by printing or by digitalisation (e.g. on a disc, CD-ROM, DVD, magnetic tape, magneto-optic carrier, print and electronic devices, including electronic paper) for an unlimited number of people who work for the organisation indicated by the client during purchasing process, who are in the same country as the organisation indicated during purchasing process.
Any other preservation, multiplication, copying and dissemination etc. which is beyond the scope of this licence is strictly forbidden.
- - for the product preservation: saving the product in the memory of an unlimited number of computers belonging to the organisation indicated by the client during purchasing process; these computers can be located in or outside of the country of the organisation indicated during purchasing process;
- - for multiplying and making the product available: multiplication of the product by production of its copies either by printing or by digitalisation (e.g. on a disc, CD-ROM, DVD, magnetic tape, magneto-optic carrier, print and electronic devices, including electronic paper) for an unlimited number of people who work for the organisation indicated by the client during purchasing process, who are in or outside of the country of the organisation indicated during purchasing process.
Any other preservation, multiplication, copying and dissemination etc. which is beyond the scope of this licence is strictly forbidden.