Supermarkets Increase use of House Brands

Focused on basic grains, groceries, cleaning products and convenience products, house brands keep growing.

Tuesday, July 7, 2009

The consumer receives a price that is 10% to 20% cheaper than similar quality products branded by independent providers.

This lower price is achievable mainly because house brands products are not actively marketed.

Elsalvador.com analyzes this subject in El Salvador, in an article with concepts that are valid for the rest of the region. Its author, Morena Azucena, highlights that "Super Selectos, as well as Wal Mart, have, in their product portofolio, proyects to explore as a result of the growing demand in products created by them, that in most cases dominate the areas of groceries, basic grains, convenience and cleaning products and apparel."

More on this topic

Costa Rica: Heated Competition Between Supermarkets

May 2011

Strategies and new low price offers are being prepared before the arrival of the Walmart name in the country.

The fight to win customers in an increasingly aggressive market has been reinvigorated in recent weeks, since the retailer Walmart decided to change the name of its supermarkets from Hipermás to Walmart.

Walmart Looks for Honduran SMEs

January 2011

For the fourth consecutive year, the multinational will develop its program "A Hand to Grow.”

The Walmart of Mexico and Central America program "A Hand to Grow" aims at supporting local producers and manufacturers, small and medium enterprises, offering space to sell their products in their store chain: supermarkets Paiz, Hiper Paiz, Maxi Bodegas and Despensas Familiares.

Seven New Wal-Mart Stores in Guatemala

June 2010

With a $3.12 million investment, the multinational supermarket chain inaugurated the first of seven new stores planned for the second half of 2010.

Located at Mix Shopping Mall, in the City of San Cristóbal, the new facility has already created 91 jobs.

Marcio Cuevas, Wal-Mart corporate affairs manager, told Elperiodico.com.gt: “we’ll open seven new stores of our various brands (Supertiendas Paiz, Despensa Familiar, Maxi Bodega y ClubCo), in the second half of 2010”.

The History of Supermarkets in Central America

September 2008

After 57 years, Super Selectos, owned by the Salvadoran Grupo Calleja, is the only retail chain with local capital left. It has 80 stores and 5,300 employees.

Circa 1951. The city folk would shop at the market. The supermarket concept did not exist. To explore this niche, Agustin Alfaro Moran copied the idea of a store that would sell retail refrigerated products in El Salvador.

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