According to the report’s data, private label consumption in Spain has grown by seven points in the past three years (2019-2021), due to the pandemic, reaching its market share of 46.2%.Retail Brands: Shopping Habits, Brand Value and Sustainability‘, published by EAE Business School.
Specifically, 64.9% of those surveyed confirmed that they had bought more brands. distributor Against the manufacturer during the pandemic.
The report indicates that Spain is one of the countries europa Where white label market share grows year over year, with an increase of 22 points from 2005 to 2021, although it remained stagnant at around 40% with slight changes between 2013 and 2018.
“Right now, private labels are in a very good position to continue growing from the moment of crisis and inflation It benefits them because of its well recognized value for money. Manufacturers, on the other hand, should leverage their customer loyalty strategies with messages related to the care and well-being of families. In this way, they will continue to reinvent their personalities and will be able to continue to innovate and improve their relationships with consumers”, he explained. alex alegretReport author and professor at EAE Business School.
Study shows that the main private label product purchases by respondents are hygiene of household (75.8%), dairyYogurts and desserts (74.5%), packaged food (61.9%) and dairy products personal hygiene (60,7%).
The product categories in which manufacturer brands are preferred to be consumed are mainly dairy products, yogurts and desserts (42.7%), personal hygiene products (40.3%) and water, beverages and soft drinks (39.7%).
Mercadona, Carrefour and Lidley
by supermarket chains, mercadonaWith 38.1%, Spanish leads as the brand preferred by consumers, followed far behind carrefour (15,3%) Y Lidl (12,03%).
However, there is a difference in that the frequency of LIDAL is higher in the female group (14%) and that mercadona Slightly less (35.6%) than in the male group (20.6% and 40.6%, respectively).
The lowest cases of home purchases occur in regional ‘supers’ such as girl (0,5%), Alimerca (0.7%) and neighborhood stores/markets (0.8%). Aldi (0.8%) is also in this group.
While in between the two groups and with a percentage of preference of 5.7% and 6.3%, the brands of Diameter, aerosky You Alcampo,
The study indicates that proximity is the main reason for shopping at these establishments, followed by price and variety, that as age increases, the reason for buying food becomes more important. proximity to the residence.
On the other hand, the card loyalty That many banners are still not fully expanded, their penetration is less than 60%.
«This is explained by the high market share of Mercadona, which, being the leader, is by no means loyalty linked to a specific card. If the leader doesn’t need it, can we question its usefulness? It is possible to consider that the consumer does not directly understand the benefits of a loyalty card”, Allegret pointed out.
On the other hand, stability has become a deciding factor when making a purchase with 67.3%. The most valuable of the white brands is the permanent remedy products proximity (54.29%), followed by promotion of healthy eating and habits (46.41%), fight against waste (45.51%), organic production measures (31.94%), transition to a circular economy (23.05%) and other measures ( 2.3%).
The Spaniards consume more white brands, although they have a favorite.