Private label in Poland 2010

The publication provides a detailed analysis of private label products in Poland, giving a special attention to market value, projections for the next 2 years based on solid data, as well as distribution channels and share of private label products.

Latest trends and factors having the greatest impact on the development of the market are also presented. Additionally, leading retailers operating in Poland are profiled and their private label strategies are exposed.

Specifically for this report an Excel database was constructed and it contains over 8 400 private label products.
Each product description comprises:

• category
• retail price in PLN and €
• container weight / volume
• retail chain
• private label name
• name, address and contact details of the producer and its production profile.

It is an excellent informative and reference tool which makes it easy to compare prices and products offered in different retail chains.

Publication answers following questions:

• What is the sales value of private label products of major retailers in Poland?
• What are the key developmental trends in private label product sales in Poland?
• What are the factors expected to influence market growth and expansion?
• How the private label offer is developing in modern trade?
• What is the impact of economic climate on the shopping habits of the Polish consumers?

When will our report prove useful?

• launching a new business activity involved in producing private label products
• extending an offer with private label products
• analysing main competitors in terms of private label offer
• analysing market potential
• planning strategic development in the area of private label products

What makes our report worth reading?

• Excel database of over 8 400 private label products available for purchase in Polish retail chains
• Sales value of private label products together with development forecasts
• Latest trends and factors that have the great es impact on market growth
• Profiles of major retailers operating in Poland and description of their private label strategies

Who will benefit most by reading the report?

• decision makers and top management personnel of retail chains involved in the Polish private label market
• manufacturers currently producing or contemplating production of private label products for specific retailers
• corporate legal advisors, investors, analysts and consultants
• any professional seeking to gain an understanding of this expanding and evolving market sector

Extract from this report

• The marked jump in private label sales in hypermarkets was a consequence primarily of the enlargement of the private label assortment offered by Tesco. The British retailer expanded its assortment by 50 various brands comprised of around a thousand new discount-priced products.
• Private label sales increased significantly because of the rapid expansion of discount chains –230 new discount outlets were opened in 2009 while a year earlier the figure had stood at 178.
• Jeronimo Martins’ Biedronka is the private market leader in Poland in sales value. In 2009 private label sales accounted for 58% of the discounter’s total sales or PLN 9.3bn.

Market commentary by expert

In 2009, the private label market grew by and large thanks to the economic slowdown that pushed Polish consumers to secure savings by buying retailers’ brands. Given the fact that price remains the key purchase criteria, private brand products – which as a rule are more attractively priced than branded products, better meet the needs of more rational spending.
As a result of the economic downturn, some consumers now had the opportunity to learn about the positive relationship between quality and price of this type of products, thanks to which – seeking them as a good alternative to renowned brands – will also choose them when their financial standing improves. Thus, the period of economic slowdown has contributed to an improvement in the not-so-lustre image of private label products among Polish consumers, which in the future should bear fruit in higher sales and larger market share of these products.

Patrycja Nalepa, Senior retail market analyst 

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1. Methodology p. 9

2. Executive summary p. 13

3. Overview of the socio-economic situation in Poland p. 19

   • GDP p. 19
   • Employment p. 22
   • Salary levels p. 22
   • Inflation p. 23
   • Income and spending of households p. 24
   • Income p. 24
   • Spending p. 25
   • Demographics p. 27

4. Value of the market p. 31

5. Private labels - general overview p. 37

   • Private labels - the profits and duties for the operator p. 37
   • Strategies of building a private label p. 39

6. Trends p. 41

   • Development of private label offer in large-format trade p. 41
   • Private labels of wholesale distributors and small-format trade p. 45

7. Market drivers p. 49

   • Significance of modern trade p. 49
   • Concentration of sales p. 50
   • Discount stores grow in strength p. 50
   • Product categories and private label development potential p. 52

8. Perception and awareness of private labels p. 55

9. Production of private labels p. 59

   • Pros and cons p. 59
   • Growing requirements of retailers p. 61
   • Varying strategies of producers p. 62

10. Profiles of selected retailers p. 65

    • Jeronimo Martins p. 65
    • Schwarz Group p. 68
    • Tesco p. 69
    • Carrefour p. 72
    • Auchan p. 74
    • Real/Makro Cash&Carry p. 76
    • Intermarche p. 79
    • E.Leclerc p. 81
    • Zabka p. 83
    • Alma p. 85

11. Private labels and manufacturer's brands - price comparison analysis p. 87

    • Food products p. 89
    • Non-food products p. 96

12. List of graphs p. 103

13. List of tables p. 105

14. About PMR p. 109

15. Contact PMR p. 110

List of graphs

1. Value (PLN bn) and change (%) of the Polish private label market, 2006-2012
2. Private label market in Poland by channels of distribution (%), 2008-2010
3. Real GDP growth in Poland (%, y-o-y), 2000-2012
4. Per capita GDP adjusted by purchasing power parity in the EU states (100=the average for the EU-27), 2008-2009
5. Unemployment rate in Poland (eop, %), 2006-2012
6. Average gross monthly pay in national economy in Poland (PLN), 2000-2009
7. Annual indices of prices of consumer goods and services in Poland, 2000-2012
8. Average monthly income and spending per household member in Poland (PLN), 2000-2009
9. Average monthly disposable income per household member in Poland (PLN), by source of income, real change (y-o-y, %), 2009
10. Average monthly spending on consumer goods and services per household member in Poland (PLN), by main source of income, real change (y-o-y, %), 2009
11. Structure of per capita monthly household spending in Poland (%), 2009
12. Population of Poland by place of residence, 2009
13. Percentage of urban population in Poland by voivodship (%), 2009
14. Value (PLN m) and change (%) of the Polish private label market, 2006-2012
15. Private label market in Poland by channels of distribution (PLN bn), 2008-2010
16. Change of private label sales in Poland by channels of distribution (%), 2008-2010
17. Private label market in Poland by channels of distribution (%), 2008-2010
18. Share of private labels in food and chemical product categories in Europe, in quantity and value terms (%), 2009
19. Share of private labels in food and chemical product categories in Poland, in quantity and value terms (%), 2008-2009
20. Top 20 categories in terms of value share of private labels in Poland (%), 2009
21. Top 10 categories with highest growth of private label share in value terms (p.p.), 2009
22. Share of large-format stores in the Polish grocery market, by sales value, 2006-2012
23. The share of top twenty (ten) retailers in the Polish grocery market, 2006-2009
24. Growth in the number of discount stores in Poland, 2005-2010
25. Discount segment in Poland: sales (PLN m) and change (%), 2006-2012
26. Categories purchased within private labels (by number of buyers) in Poland, 2008
27. Awareness of private labels of retail chains in Poland (%), 2008-2009
28. Perception of private labels in Poland (%), 2008-2009
29. Prices of private label products as a share of brand product - selected food articles (brand product=1), September 2010
30. Prices of private label products as a share of brand product - selected non-food articles (brand product=1), September 2010

List of tables

1. Key macroeconomic indicators for Poland, 2008-2009
2. The largest urban agglomerations in Poland in terms of population, 2009
3. Leading retailers in Poland by private label sales (PLN m), 2009
4. Profits and obligations for a retailer from introducing private labels
5. Strategies of building private label portfolios in Poland
6. Selected private label ranges in modern trade retail chains in Poland positioned in the lowest price segment, March 2008, August 2009, September 2010
7. Selected private label ranges in modern trade retail chains in Poland positioned in the medium price segment, March 2008, August 2009, September 2010
8. Selected private label premium ranges in modern trade retail chains in Poland, March 2008, August 2009, September 2010
9. Private labels of hypermarket chains in Poland, August 2009 and September 2010
10. Private labels of selected supermarket chains in Poland, August 2009 and September 2010
11. Private labels of discount chains in Poland, September 2010
12. Private labels of wholesale distributors in Poland, 2010
13. Factors conditioning the production and sales of retailer brand products and producer brand products from the point of view of a producer in Poland
14. Pros and cons of producing private label goods from the point of view of the producer in Poland
15. Biedronka in Poland: sales (PLN m) and number of shops, 2008-2010
16. Private labels of Biedronka in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
17. Grupa Schwarz in Poland: sales (PLN m) and number of shops, 2008-2010
18. Private labels of Kaufland in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
19. Tesco in Poland: sales (PLN m) and number of shops, 2008-2010
20. Private labels of Tesco in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
21. Carrefour in Poland: sales (PLN m) and number of shops, 2008-2010
22. Carrefour's private labels in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
23. Auchan Group in Poland: sales (PLN m) and number of shops, 2008-2010
24. Private labels of Auchan in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
25. Real and Makro Cash&Carry in Poland: sales (PLN m) and number of stores, 2008-2010
26. Private labels of Real in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
27. Private labels of Makro Cash&Carry in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
28. Intermarche in Poland: sales (PLN m) and number of shops, 2008-2010
29. Private labels of Intermarche in Poland: year of release, type, number of lines, March 2008, August 2009, September 2010
30. E.Leclerc in Poland: sales (PLN m) and number of shops, 2008-2010
31. Private labels of E.Leclerc in Poland: year of release, type, number of lines, March 2008, August 2009, September 2010
32. Zabka in Poland: sales (PLN m) and number of shops, 2008-2010
33. Alma in Poland: sales (PLN m) and number of shops, 2008-2010
34. Private labels of Alma in Poland: year of release, type, number of lines, March 2008, August 2009 and September 2010
35. Retail price (PLN) of chocolate (100g): private labels vs. manufacturer's brands in Poland, September 2010
36. Retail price (PLN) of strawberry jam (280g): private labels vs. manufacturer's brands in Poland, September 2010
37. Retail price (PLN) of golabki/stuffed cabbage leaves (500g): private labels vs. manufacturer's brands in Poland, September 2010
38. Retail price (PLN) of tea (100 teabags): private labels vs. manufacturer's brands in Poland, September 2010
39. Retail price (PLN) of yoghurt (150g): private labels vs. manufacturer's brands in Poland, September 2010
40. Retail price (PLN) of ground coffee (250g): private labels vs. manufacturer's brands in Poland, September 2010
41. Retail price (PLN) of milk (3.2%, 1l): private labels vs. manufacturer's brands in Poland, September 2010
42. Retail price (PLN) of spaghetti pasta (500g): private labels vs. manufacturer's brands in Poland, September 2010
43. Retail price (PLN) of energy drink (250ml): private labels vs. manufacturer's brands in Poland, September 2010
44. Retail price (PLN) of fizzy drink (2l): private labels vs. manufacturer's brands in Poland, September 2010
45. Retail price (PLN) of canned beer (500ml): private labels vs. manufacturer's brands in Poland, September 2010
46. Retail price (PLN) of frozen pizza (300g): private labels vs. manufacturer's brands in Poland, September 2010
47. Retail price (PLN) of orange juice (1l): private labels vs. manufacturer's brands in Poland, September 2010
48. Retail price (PLN) of mineral water (1.5l): private labels vs. manufacturer's brands in Poland, September 2010
49. Retail price (PLN) of tissues (10x10): private labels vs. manufacturer's brands in Poland, September 2010
50. Retail price (PLN) of dry dog food (3kg): private labels vs. manufacturer's brands in Poland, September 2010
51. Retail price (PLN) of liquid soap (300ml): private labels vs. manufacturer's brands in Poland, September 2010
52. Retail price (PLN) of air freshener (300ml): private labels vs. manufacturer's brands in Poland, September 2010
53. Retail price (PLN) of toilet paper (8 rolls): private labels vs. manufacturer's brands in Poland, September 2010
54. Retail price (PLN) of toothpaste (125ml): private labels vs. manufacturer's brands in Poland, September 2010
55. Retail price (PLN) of washing-up liquid (1l): private labels vs. manufacturer's brands in Poland, September 2010
56. Retail price (PLN) of fabric softener (1l): private labels vs. manufacturer's brands in Poland, September 2010
57. Retail price (PLN) of cleaning agent (1l): private labels vs. manufacturer's brands in Poland, September 2010
58. Retail price (PLN) of shampoo (300ml): private labels vs. manufacturer's brands in Poland, September 2010
59. Retail price (PLN) of shower gel (300ml): private labels vs. manufacturer's brands in Poland, September 2010

Agencja Promocyjno-Handlowa Mini Max
Aldi
Alma
Auchan
Bać-Pol
Biedronka
Błysk
Bomi
Carrefour
Chata Polska
Curyło-Asterix
Delikatesy Centrum
Delko
E.Leclerc
Eko
Eurocash
Intermarche
Kaufland
Kolporter Service
Lewiatan
Lidl
Makro Cash&Carry
Mar-Ol
Nasz Sklep
Netto
PHUP Gniezno
Piotr i Paweł
Polomarket
Real
Sklep Polski
Spar
Specjał
Spółdzielnia Obrotu Towarowego Przemysłu Mleczarskiego
Stokrotka
Tesco
Tradis
Żabka

and more...