The growth and affirmation of the MDD Within a category like snacks, it has never been easy, because there have always been several large industrial brands well-known on the market, such as Mulino Bianco di Barilla and Bauli, which have not facilitated its evolution.
IDM has always invested heavily in communications and, at the same time, promotional activities, making it difficult for private label retailers to secure a space. However, the work done by major brands on the end consumer has helped raise awareness of the product, not just the brand, bringing snacks to a neutral ground in the mainstream.
Essentially, the plum cake, the slice of bread, the croissant has carved out a life of its own in the consumer's imagination, even to the detriment of the brand that accompanied it on the shelves for years. Hence the emergence of private label products in the entry-level price range.
Today, retailers confidently use their own private label products, with "me-too" labels that are also very faithful in terms of taste. Large companies specializing in private labels in this segment are distributed throughout Italy: they are particularly large in the North, but also in the South, where they offer competitive prices.
The sweet baked goods market is diverse in Italy, with excellent manufacturers, including private label ones. This quality of production has allowed retailers to gain a foothold in the category and take market share from major brands. With this background, we analyze, with the support of Nielsen IQ data, what has changed in sales during a challenging period like the last year.
