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Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
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The Power The Power of Private Labelof Private Label 20052005A Review of Growth Trends Around A Review of Growth Trends Around the Worldthe World
Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
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The Power of Private LabelThe Power of Private Label Includes Both Retail Includes Both Retail Measurement Data and Consumer Data Measurement Data and Consumer Data
ACNielsen retail data included for 38 countries in five regions– Europe, North America, Emerging Markets, Asia Pacific, Latin
America80 categories were reviewed from 14 larger product areas
– Alcoholic Beverages, Snacks & Confectionery, Shelf-Stable Food, Frozen Food, Refrigerated Food, Diapers & Feminine Hygiene, Health Care, Baby Food, Non-Alcoholic Beverages, Personal Care, Home Care, Paper Products, Plastic Bags & Wraps, Cosmetics, Pet Food
In addition, ACNielsen consumer data was included across 14 countries in four regionsDue to differences in volumetric measures across countries, value sales were used in the analysisData covered 12 months ending April 2004 vs. April 2005
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ACNielsen Data Covered Most Channels…ACNielsen Data Covered Most Channels…
Sales within supermarkets, hypermarkets and mass merchandisers generally included. Sales from convenience stores and drug stores are also included in some countriesFor most countries, department stores, cash & carry outlets, wholesalers and food service outlets are excludedCertain retailer specific exclusions should be noted:
– Lidl excluded from Czech Republic, Slovakia, Austria, Finland, France, Greece, Ireland, Netherlands, Norway, Portugal and Sweden
– Aldi excluded from Australia (liquor), Denmark, Ireland, France, Netherlands (PL products), United States
Wal*Mart data in the US was included via ACNielsen HomescanCategory coverage varied across countries dependent on data availability
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Key FindingsKey Findings
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17%
23%
16%
6%
4%
2%
0% 5% 10% 15% 20% 25%
Global
Europe
North America
EmergingMarkets
Asia Pacific
Latin America
Canada and United States complete top 10
Europe Maintained its Position as Most Developed Private Europe Maintained its Position as Most Developed Private Label Region…Label Region…Emerging Markets Saw the Fastest GrowthEmerging Markets Saw the Fastest Growth
5%
4%
7%
11%
5%
5%
0% 2% 4% 6% 8% 10% 12%
Global
Europe
North America
EmergingMarkets
Asia Pacific
Latin America
PL Value Share PL Value Growth
Includes 8 of top 10 countries ranked on Private Label
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-20%
0%
20%
40%
60%
0% 20% 40% 60% 80% 100%Retailer Concentration
PL Share
Retailer Concentration Correlates with Strong Private Label Retailer Concentration Correlates with Strong Private Label Development…Development…United States Only Exception Among Top Ten PL CountriesUnited States Only Exception Among Top Ten PL Countries
Highest Potential for Private Label
Growth
Japan
Italy
Colombia
South Korea
Thailand
US
Chile
Croatia
Hungary
South Africa
SingaporeGreece
Spain
Germany
GB
Canada
France
Switzerland
Australia
AustriaNew Zealand
Sweden
Norway
Finland
Denmark
Argentina
Brazil
Portugal
Puerto Rico
Israel
Mexico
Hong Kong
Belgium
Ireland
Netherlands
Philippines
SlovakiaCzech Republic
Global Private Label Share 17%
Average Retailer Concentration 60%
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Private Label Growth Outpaced Growth of Manufacturer Private Label Growth Outpaced Growth of Manufacturer BrandsBrands
Private Label sales outpaced manufacturer brands in two-thirds of the countries studies (26 out of 38)Private Label sales grew by 5% overall, manufacturer brands grewby only 2%Europe, the most developed Private Label market, saw the greatest gain in share points
– Private Label sales grew by 4% in Europe
– Sales of manufacturer brands remained flat
– Private Label gained 0.7 share points
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Spain Saw Strongest Gains in Private Label ShareSpain Saw Strongest Gains in Private Label Share
16% 14%8%
16%10%
3% 3%
77%
15% 14%
-6%-2% -3% -2% -2% -2%
1%0%6% 5%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Spain Slovakia Netherlands Finland Sweden France Germany Croatia Hungary Norway
1.8% 1.6%1.6% 1.5%PL Share Gain
PL Growth
Manu Growth
1.4% 1.0% 1.0% 0.8% 0.8%0.9%
Growth
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Growing Presence of Hard Discounters…Growing Presence of Hard Discounters…A Contributing Factor to Private Label GrowthA Contributing Factor to Private Label Growth
Hard discounters sell a very limited selection of products at a very low priceMore importantly for this study, hard discounters mostly sell Private Label products
– For example, Private Label products account for approximately 95% of sales in Aldi
As hard discounters continue to grow and gain share (more stores, wider consumer acceptance) so does Private Label
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Looking at Product Areas…Looking at Product Areas…Refrigerated Food Had the Highest Share of Private LabelRefrigerated Food Had the Highest Share of Private Label
32%
31%
25%
21%
19%
14%
14%
12%
10%
9%
6%
5%
2%
2%
0% 5% 10% 15% 20% 25% 30% 35%
Refrigerated Food
Paper, Plastic & Wraps
Frozen Food
Pet Food
Shelf-Stable Food
Diapers & Fem Hyg
Health Care
Non-Alco Beverages
Home Care
Snacks & Confectionery
Alcoholic Beverages
Personal Care
Cosmetics
Baby Food
9%
2%
3%
11%
5%
-1%
3%
3%
2%
8%
3%
3%
23%
13%
-5% 0% 5% 10% 15% 20% 25%
Refrigerated Food
Paper, Plastic & Wraps
Frozen Food
Pet Food
Shelf-Stable Food
Diapers & Fem Hyg
Health Care
Non-Alco Beverages
Home Care
Snacks & Confectionery
Alcoholic Beverages
Personal Care
Cosmetics
Baby Food
PL Share PL GrowthIncludes 3 of top 10 categories ranked on Private Label
Also includes 3 of top 10
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Personal Care, Cosmetics and Baby Food Saw Lowest Personal Care, Cosmetics and Baby Food Saw Lowest Level of Private Label ShareLevel of Private Label Share
These three categories also saw the lowest level of Private Label share in 2003 studyPersonal Care products were available in most countries but Private Label share still only at 5%
– For example, Shampoo Private Label products available in 37 of 38 countries measured. (Shampoo Private Label only 3% share)
Availability of Private Label products more of a limiting factor for Cosmetics and Baby Food
– Private Label Lip/Stick and Eye Shadow only available in half the countries measured
– Private Label Baby Food only available in six of 32 countries measured
Cosmetics and Baby Food did however see the fastest Private Label growth in the last year
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Refrigerated Complete Ready Meals Saw Strongest Gains Refrigerated Complete Ready Meals Saw Strongest Gains in Share of Private Label …in Share of Private Label …
4%4%
-6%
-1%
5%
1%1%
4%
1%
7%
9%8%
-2%
7%
12%
10%
13%12%
7%
14%
-10%
-5%
0%
5%
10%
15%
Meat/ Poultry/Game
(Refrigerated)
MilkPlastic Wraps/Rolls
Toilet CareDog FoodButter/Margarine
WaterCooking OilFish/Shellfish/Seafood(Frozen)
CompleteReady Meals(Refrigerated)
PL Growth
Manu Growth
PL Share Gain
1.6% 1.5% 1.4% 1.3% 1.3% 1.2% 1.1% 1.0% 0.9% 0.9%
Growth
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Private Label Active in the ‘Hottest’ CategoriesPrivate Label Active in the ‘Hottest’ Categories
In addition to the 80 categories studies we also looked at the top categories from our What’s Hot in Food & Beverages and Personal Care studies published in 2004What’s Hot in Food & Beverages study identified Soy Based Flavored Drinks as the fastest growing category, growing by 30%Looking at a more comprehensive category definition, the aggregate of Soy Based Drinks and Milks (flavored and unflavored)
– Total Category grew by 26% over last 12 months
– Private Label brands captured a 5% share and grew by 45%
What’s Hot in Personal Care identified Tooth Stain Removers and Whiteners as the fastest growing category
– Total Category declined by 25% over last year
– Private Label brands held a 5% share and experienced 66% growth
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Private Label Brands Priced A Third Lower than Private Label Brands Priced A Third Lower than Manufacturer BrandsManufacturer BrandsEmerging Markets had the Largest DifferentialEmerging Markets had the Largest Differential
-31%
-40%
-37%
-27%-25% -25%
-45%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%Global
EmergingMarkets Europe North America Asia Pacific Latin America
Czech Republic -44%
Hungary -43%
Slovakia -38%
Brazil -20%
Puerto Rico – 19%
Colombia -19%
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Personal Care Private Label Products Priced with the Largest Personal Care Private Label Products Priced with the Largest Discount…Refrigerated Food with the Highest Private Label Discount…Refrigerated Food with the Highest Private Label Share Had the Smallest Price DifferentialShare Had the Smallest Price Differential
-46%-42%
-37% -36%-34%
-32%
-27% -26% -26%-24% -24%
-20% -20%
-16%
-50%
-45%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
Personal
CarePet
FoodHea
lth C
areHome C
areDiap
ers &
Feminine Hyg
iene
Non-Alcoholic
Bev
erages
Shelf-Stab
le Food
Alcoholic
Bev
erages
Snacks &
Confec
tionery
Baby Food
Paper,
Plastic &
Wrap
s
Cosmeti
csFro
zen Food
Refrigerated
Food
After Shave -55%
Mouth Wash – 51%
Shampoo -51%
Complete Ready Meals -11%
Cheese -16%
Meat/Poultry/Game -16%
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Private Label Brands Meet Consumer Needs Beyond a Private Label Brands Meet Consumer Needs Beyond a Low PriceLow Price
In the more developed markets, retailers are developing their own lines to respond to growing consumer needsIn addition to a general improvement of quality, Private Label offerings now also focus on providing healthy alternatives
– Tesco Tesco FinestTesco OrganicsTesco Free FromTesco Healthy LivingTesco Carb ControlTesco Fair TradeTesco Kids
– President’s ChoicePC Blue MenuPC OrganicsPC Mini Chefs
In addition, retailers have used the equity of their Private Label brand to develop other services such as mobile phones and financial services
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Private Label Private Label ConsumersConsumers
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50% 70% 90%
Colombia
Chile
Singapore
Hong Kong
Australia
Finland
Italy
US
Canada
France
Spain
Great Britain
Germany
Switzerland
Private Label Products were Purchased by Nearly All Private Label Products were Purchased by Nearly All Consumers within these CountriesConsumers within these Countries
Household Penetration
100%
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18%
23%
11%
12%
59%
34%
26%
45%
44%
73%
54%
82%
55%
70%
0% 20% 40% 60% 80% 100%
Colombia
Chile
Singapore
Hong Kong
Australia
Finland
Italy
US
Canada
France
Spain
Great Britain
Germany
Switzerland
EightyEighty--Two Percent of British Shopping Trips Included Private Two Percent of British Shopping Trips Included Private Label ProductsLabel ProductsFrequency of Purchase Found to Be a Key Driver of Private Label Frequency of Purchase Found to Be a Key Driver of Private Label ShareShare
low
med
high
Share Level
Average 67%
Average 42%
Average16%
Share of All Shopping Trips
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Low Income Private Label Buyers Allocated More of Low Income Private Label Buyers Allocated More of Total Spend to Private Label BrandsTotal Spend to Private Label Brands
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe North America Asia Pacific Latin America
Income Level
Low Medium High Low Medium HighLow Medium HighLow Medium High
Share of Spend
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Private Label Buyers With Large Families Allocated More Private Label Buyers With Large Families Allocated More of Total Spend to Private Label Brandsof Total Spend to Private Label Brands
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe North America Asia Pacific Latin America
Household Size
Small Medium Large Small Medium Large Small Medium Large Small Medium Large
Share of Spend
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Share of Spend for Private Label Differed Across Age Share of Spend for Private Label Differed Across Age Groups and Across CountriesGroups and Across Countries
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe North America Asia Pacific Latin America
Age of Household
Young Middle OldAged
Young Middle OldAged
Young Middle OldAged
Young Middle OldAged
Share of Spend
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Detailed Findings Detailed Findings by Regionby Region
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EuropeEurope
45%
30%
28%
26%
25%
24%
22%
17%
14%
14%
11%
11%
10%
8%
7%
4%
3%
0% 10% 20% 30% 40% 50%
Switzerland
Germany
Great Britain
Spain
Belgium
France
Netherlands
Denmark
Sweden
Austria
Italy
Portugal
Finland
Norway
Ireland
Greece
Israel
PL Share PL Growth
Israel
Top 7 Countries Ranked on Private Label ShareRanked 9th
Included in Top Ten PL Growth Countries
0%
3%
1%
16%
2%
3%
8%
1%
10%
4%
9%
7%
16%
14%
13%
24%
-10%
-15% -10% -5% 0% 5% 10% 15% 20% 25% 30%
Switzerland
Germany
Great Britain
Spain
Belgium
France
Netherlands
Denmark
Sweden
Austria
Italy
Portugal
Finland
Norway
Ireland
Greece
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North AmericaNorth America
19%
16%
14% 15% 16% 17% 18% 19% 20%
Canada
UnitedStates
4%
7%
0% 1% 2% 3% 4% 5% 6% 7% 8%
Canada
United States
PL Share PL Growth
Ranked 8th and 10th
on Private Label Share
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Emerging MarketsEmerging Markets
10%
10%
7%
4%
2%
0% 2% 4% 6% 8% 10% 12%
Hungary
Slovakia
Czech Republic
South Africa
Croatia
PL Share PL Growth
Included in Top Ten PL Growth Countries
15%
14%
4%
6%
77%
0% 20% 40% 60% 80% 100%
Hungary
Slovakia
Czech Republic
South Africa
Croatia
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Asia PacificAsia Pacific
12%
9%
4%
4%
3%
1%
1%
0%
0% 5% 10% 15%
New Zealand
Australia
Hong Kong
Japan
Singapore
Thailand
South Korea
Philippines
PL Share PL Growth
Hong Kong
Included in Top Ten PL Growth Countries
3%
6%
-1%
5%
16%
18%
17%
2%
-5% 0% 5% 10% 15% 20%
New Zealand
Australia
Japan
Singapore
Thailand
South Korea
Philippines
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Latin AmericaLatin America
4%
4%
3%
3%
2%
1%
0% 1% 2% 3% 4% 5%
Brazil
Puerto Rico
Chile
Argentina
Colombia
Mexico
5%
-12%
13%
18%
15%
-9%
-15% -10% -5% 0% 5% 10% 15% 20%
Brazil
Chile
Argentina
Colombia
PL Share PL Growth
Puerto Rico
Mexico
Included in Top Ten PL Growth Countries
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Detailed Findings Detailed Findings by Product Areaby Product Area
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Refrigerated FoodRefrigerated Food
47%
43%
33%
28%
21%
15%
0% 10% 20% 30% 40% 50%
Complete ReadyMeals
Milk
Cheese
Meat/Poultry/Game
Butter/Margarine
Yogurt
14%
8%
8%
9%
10%
5%
0% 5% 10% 15%
Complete ReadyMeals
Milk
Cheese
Meat/Poultry/Game
Butter/Margarine
Yogurt
PL Share PL Growth
Ranked 2nd, 3rd
and 10th on PL Share
Included in Top Ten PL Growth Categories
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Paper Products, Plastic Bags & WrapsPaper Products, Plastic Bags & Wraps
49%
40%
33%
31%
30%
24%
0% 10% 20% 30% 40% 50% 60%
Aluminum Foil
Garbage/RefuseBags
KitchenPaper/Towel
PlasticWrap/Rolls
Toilet Tissue
Facial Tissue
-2%
3%
4%
-2%
3%
-1%
-4% -2% 0% 2% 4% 6%
Garbage/RefuseBags
KitchenPaper/Towel
Toilet Tissue
Aluminum Foil
Plastic Wrap/Rolls
Facial Tissue
PL Share PL Growth
Ranked 1st, 4th and 9th
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Frozen FoodFrozen Food
39%
39%
38%
32%
18%
17%
16%
0% 10% 20% 30% 40% 50%
Meat/Poultry/Game
Fish/Shellfish/Seafood
Vegetables
Potato Fries
Ice Cream/FrozenYogurt
Pizza
Complete ReadyMeals
4%
7%
2%
0%
1%
1%
4%
0% 2% 4% 6% 8%
Meat/Poultry/Game
Fish/Shellfish/Seafood
Vegetables
Potato Fries
Ice Cream/Frozen Yogurt
Pizza
Complete Ready Meals
PL Share PL Growth
Ranked 5th, 6th and 7th
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Pet FoodPet Food
22%
20%
19% 20% 21% 22% 23%
Dog Food
Cat Food
12%
8%
0% 5% 10% 15%
Dog Food
Cat Food
PL Share PL Growth
Included in Top Ten PL Growth Categories
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ShelfShelf--Stable FoodStable Food
36%
30%
28%
26%
23%
16%
12%
12%
11%
9%
7%
0% 10% 20% 30% 40%
Vegetables
Cooking Oil
Jam/Jelly/Marmalade
Rice
Dry Pasta
Ketchup - TomatoBased
Mayonnaise
Wet Soup
Breakfast Cereals
Savory/NeutralCrackers
Dry Soup
1%
12%
-1%
4%
4%
3%
4%
4%
7%
0%
3%
-5% 0% 5% 10% 15%
Vegetables
Cooking Oil
Rice
Dry Pasta
Ketchup - Tomato Based
Mayonnaise
Wet Soup
Breakfast Cereals
Savory/Neutral Crackers
Dry Soup
Jam/Jelly/Marmalade
PL Share PL Growth
Ranked 8th
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Diapers/Feminine HygieneDiapers/Feminine Hygiene
17%
10%
0% 5% 10% 15% 20%
DisposableBaby Diapers
FemininePersonalHygiene
0%
-1%
-1% -1% -1% -1% 0% 0% 0%
DisposableBaby Diapers
Feminine Personal Hygiene
PL Share PL Growth
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Health CareHealth Care
16%
14%
13%
0% 5% 10% 15% 20%
Self-AdhesiveDressings
ColdRemedies
Pain Relief
6%
8%
0%
0% 2% 4% 6% 8% 10%
Self-AdhesiveDressings
ColdRemedies
Pain Relief
PL Share PL Growth
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NonNon--Alcoholic BeveragesAlcoholic Beverages
19%
16%
14%
14%
13%
9%
8%
5%
0% 5% 10% 15% 20%
Juice/Juice Based Drinks
Flavored Milk Drinks
Water
Tea
Coffee
Drinking Yogurt
Carbonated Beverages
Sports Energy Drinks
Juice/Juice Based Drinks
PL Share PL Growth
Included in Top Ten PL Growth Categories
-3%
9%
13%
0%
3%
28%
2%
8%
-5% 0% 5% 10% 15% 20% 25% 30%
Flavored Milk Drinks
Water
Tea
Coffee
Drinking Yogurt
Carbonated Beverages
Sports Energy Drinks
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Home CareHome Care
19%
17%
13%
13%
10%
8%
6%
3%
0% 5% 10% 15% 20%
Auto DishDetergent
Toilet Care
Hand DishDetergent
FabricSofteners
HouseholdCleaners
LaundryDetergent
Fresheners /Deodorizers
InsectControl
4%
7%
0%
0%
2%
0%
8%
-7%
-10% -5% 0% 5% 10%
Auto DishDetergent
Toilet Care
Hand DishDetergent
FabricSofteners
HouseholdCleaners
LaundryDetergent
Fresheners /Deodorizers
Insect Control
PL Share PL Growth
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Snacks/ConfectionarySnacks/Confectionary
16%
9%
8%
7%
1%
0% 5% 10% 15% 20%
Sweet Biscuits(Cookies)
Cereal/Fruit/MuesliBars
Chips/Crisps
Chocolate
Chewing Gum
6%
11%
2%
13%
23%
0% 5% 10% 15% 20% 25%
Sweet Biscuits(Cookies)
Cereal/Fruit/MuesliBars
Chips/Crisps
Chocolate
Chewing Gum
PL Share PL Growth
Included in Top Ten PL Growth Categories
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Alcoholic BeveragesAlcoholic Beverages
19%
12%
11%
3%
0% 5% 10% 15% 20%
Vodka
Wine
Whisky
Beer/Lager/Ales
10%
-1%
3%
8%
-2% 0% 2% 4% 6% 8% 10% 12%
Vodka
Whisky
Beer/Lager/Ales
Wine
PL Share PL Growth
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Personal CarePersonal Care
13%
10%
9%
9%
6%
6%
6%
5%
4%
3%
3%
3%
3%
3%
0% 2% 4% 6% 8% 10% 12% 14%
Mouthwash
Cleansing - Bath/Shower
Toothbrushes
Skin Tanning (Protection)
Facial Cleansing
Body Moisturizers
Disposable Razors
Hair Styling
Toilet Soap
After Shave Preps
Face Moisturizers
Shampoo
Deodorants
Toothpaste
Skin Tanning (Protection)
Toothpaste
After-Shave Preps
PL Share PL Growth
Included in Top Ten PL Growth Categories
2%
3%
1%
-12%
7%
6%
12%
2%
2%
0%
13%
3%
3%
-4%
-15% -10% -5% 0% 5% 10% 15%
Mouthwash
Cleansing - Bath/Shower
Toothbrushes
Facial Cleansing
Body Moisturizers
Disposable Razors
Hair Styling
Toilet Soap
Face Moisturizers
Shampoo
Deodorants
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CosmeticsCosmetics
4%
2%
0% 1% 2% 3% 4% 5%
Eye Shadow
LipStick/Gloss
PL Share PL Growth
Included in Top Ten PL Growth Categories
34%
16%
0% 10% 20% 30% 40%
Eye Shadow
LipStick/Gloss
Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
a VNU business
Baby FoodBaby Food
2%
1%
0% 1% 2% 3%
BabyFormula
Baby Food
11%
20%
0% 5% 10% 15% 20% 25%
BabyFormula
Baby Food
PL Share PL Growth
Included in Top Ten PL Growth Categories
Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
a VNU business
SummarySummary
Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
a VNU business
Private Label continues to grow… Private Label continues to grow…
Private Label outpaced manufacturer brands in over two-thirds of the markets measuredEurope remains the region with the highest share of Private Label
– Switzerland maintains its position as the country with the largest share of Private Label value sales at 45%
Refrigerated Food found to be the product area with the largest Private Label share (Paper, Plastic & Wraps still high at #2)Globally, Private Label products priced, on average, a third lower than manufacturer brandsRetailer concentration continues to be a contributing factor in the growth of Private LabelGrowth of hard discounters will continue to influence the development of Private Label
Copyright 2005 ACNielsen Global ServicesConfidential and ProprietaryCopyright © 2005 ACNielsen
a VNU business
Almost all Households Purchase Private Label…Almost all Households Purchase Private Label…
Private Label Share was highest among larger families and those with lower incomesFrequency of purchase was found to be a key driving factor
How far will Private Label go?How far will Private Label go?The growth of Private Label will continue.
– Private Label products today are being introduced into both new markets and categories
The introduction of more premium lines has changed both the shape and perception of what a ‘store brand’ can beHow far Private Label will grow???? It is yet to be determined.