Promarca, together with Kantar, presents a study to demystify the belief that private label brands are made by the same manufacturers of branded products.
Promarcaan association that includes the main manufacturers of food, beverages, drugs and personal care, has wanted to demystify the belief that white label products are made by leading product manufacturers in the sector.or and for this it has done a study with the help of Kantar which he presented this Tuesday with results that may surprise.
The data presented this Tuesday by Promarca shows that there is a widespread belief on the part of consumers that distribution brands are made by the same manufacturers of branded products, with 68.4%, which represents four points percentages more than in 2015.
However, Kantar data indicates that in 2023 only 5.4% of references that are marketed in Spain were manufactured by leading brands (the first two in each category), compared to 94.6% that were not, which represents a decrease of 3.4 points compared to 2012.
Consumer Insights at Kantar, a division of Worldpanel, Cesar Valencosostated that in half of the categories analyzed, leading brand manufacturers are not present, including segments such as coffeethe yogurtshe chocolatethe cereals wave personal hygieneamong others.
The greatest representation of leading brand manufacturers in distributor brands is found in the baby foodwith a 33% share, followed by fresh meatwith 25.7% and dried vegetables, with 22%. From behind, alone birds and hunting (17.2%) and smoothies (14.2%) exceed double digits. At the bottom of the table are processed meatwith 1.23%, refrigerated mealswith 1.28%, or frozen mealswith 1.7%.
This report comes at a time of great boom in the so-called distributor brandmainly due to the push it is receiving from large distribution chains such as Mercadona either Lidlwho are betting heavily on their own brands rather than external ones.
In the last six years, the distributor firm has gained ten percentage points of weight in the assortment of large retail chainssince it now concentrates 56% of the assortment, compared to the 46% recorded in 2018. However, the president of Promarca, Ignacio Larracoechea, pointed out that this representation on the shelves does not later translate into sales, since they represent only 46% of the assortment. % Of value.
Day, in front
Although the representation of leading manufacturers, according to Promarca, is generally low in the different distribution chains, Day is the one that leads in this field, with a 6.3% presence of this type of company, ahead of The English Courtwith 4.7%, and Hypercorwith 3.9%.
On the opposite side is Mercadona, the leader in Spain and one of the biggest defenders of the white label. The banner that presides Juan Roig It only markets 1.6% of its white label references manufactured by a leading company. This data can be explained by the strategy of intersuppliers exclusive products that the company deployed a few years ago, although it has now welcomed new suppliers.
Leclercwith 1.7%, or Carrefourwith 2.4%, are other large companies in the retail sector that register low percentages of leading manufacturers among the private label references they market.
