The Private Label has a strategic role in the flour sector. The reason is very simple: there are no large production and distribution companies and not even large brands that dominate the market.
This status quo is clearly visible in the dynamics of promotional pressure: the category presents itself with an intensity index of NIQ very low compared to the average, and the reason is precisely the fact that there are no large producers (or distributors) capable of influencing the market by "drugging" it with discount offers, in fact there are no brands capable of driving sales on a massive scale.
All this allows the market players, large and small, to have growth opportunities, but above all it allows the large-scale retail trade to find a lot of space to affirm their brands.
Well yes, this sector is increasingly becoming the territory of private label companies, and the data you present to us NIQ at the end of last year are very illustrative of the current trend.
Let's now look at the performance trend of private labels in detail for each segment of the industry, analyzing performance for each sales segment.
Going into the merits of sales by value, we can note that the entire category has a Mdd incidence equal to 39%, therefore decidedly higher than the market average (29-30%) and within this data, we find the segment with the highest growth trend in gluten-free flours, breading mixes where the MDD occupies 16,9% of the market with a growth trend of +2022% in 41,1.
