Rise of Own Brand Labels in Peru

Eight in ten Peruvians buy own brand label products, with bread, rice and oil having the most presence in supermarkets

Thursday, April 30, 2015

From a statement issued by the Costa Rican Foreign Trade Promotion Office:

Peruvians prefer to shop in supermarkets, because of the variety of products on offer , as well as for reasons of safety and comfort. In 2014, supermarket sales showed a growth of 9.5% compared with the previous year, which represents 44% of total retail sales.

This was affirmed by Ruben Sanchez, commercial manager of the company Research (CCR), who argues that these shopping channels and greatly exceeded sales of other establishments, such as household shops, drugstores and department stores. He also added that the growth is explained by the opening of 12 new stores in 2014, the large impact of promotions and development of new urban retail formats, ie, the adaptation of stores to smaller spaces, but closer to areas where they were not previously present.This growth of the modern channel in the Peruvian market, has driven the development of private labels. Currently eight out of ten Peruvian households have bought own brand label productsl, representing growth of 5% in penetration in relation to the previous year. Similarly, 40% of spending on these products is purchased by consumers in middle and upper socioeconomic levels, since they are the ones who visit retail chains the most to shop.

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In the retail business, large distributors boost the sales of their own brand products through strategies aimed at consumers who prioritize the price factor over other elements when buying.

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Consumer Trends in Spain

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In 2014 the consumption of fresh produce went down, the frequency of trips to the shops changed and the preference for large supermarkets has returned.

From a statement issued by the Costa Rica Foreign Trade Promotion Office (Procomer):

According to a study by Kantar Worldpanel, 2014 represents a year of inflection as far as consumer trends are concerned. The four main changes are:

Private Brands Have 50% of Market in Europe

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Private brands, also known as intermediaries or retailers, are being increasingly sought out in developed markets such as those in European countries.

From a press release issued by the Foreign Trade Office (Procomer):

A study by the consultancy company Nielsen in 2013 for the Yearbook of Private Label Manufacturers Association (PLMA) shows that private brands increased their share in 18 of the 20 European countries analyzed, which led to them being the most popular and demanded by consumers.

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