The Private Label does not stop its rise even during holidays. And yet, it has always been difficult for Private Label to find space during the two key moments of the year (Easter and Christmas) when the promotional activities of the Big Brands found their explosion.
On the other hand, what could be the reason why the retailer had to think about branded products for in&out assortments as it happens in these two periods?
In the old logic it didn't make sense, there weren't the volumes and not even the opportunities, but times have really changed.
The most obvious example is that of Decò Italia: Mario Gasbarrino and his group never miss an opportunity to show the LinkedIn community the delicacies of the assortments for the holidays. Indeed, in these days the novelty is represented by the horizontal “box”, like a handbag, in which they will sell the Easter eggs of 2024.
Today, volumes are no longer the driver to encourage the production of MDD products, the so-called brand awareness prevails. Or rather?
The beauty and intrinsic goodness of the product are added values that the Big Industrial Brands have always put forward in presenting new products to the market. Today the MDD, especially in the Premium segment, wants to be on par with a Big Brand and as such behaves in a similar way. Volumes are no longer the starting point, rather the demonstration of the superiority of quality is.
This article reports the performance and trends of private labels within the category during 2023. The analysis is carried out thanks to the data provided by NIQ and is of extreme interest because it acts as a thermometer on the state of being of MDD but above all of IDM in a context where the latter have always played a fundamental role.
The wind of private label is blowing strongly across the entire market and is worrying the big brands; in this particular context, what are the results of private label sales in this particular sector?
