Private Labels in Retailing 2009

Publication Date	July 2009
Publisher	Verdict
Product Type	Report
Pages	120
ISBN Number	not applicable
Product Code	VDT00450

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Summary

Verdict Research: This new report provides a useful insight into the latest private label developments of retailers across different sectors including food & grocery, electricals and DIY. With a number of case studies spanning across different countries and retail sectors, the report identifies and examines the key strategies for retailers to develop and further optimise their private label offer.

Scope

This report provides accurate insights into key trends and future developments of retailers' private label propositions.
In-depth discussion and analysis of the strategies of major retailers and their private label offer.
Strategic analysis of the key factors driving private label development across different sectors and product categories.
Cross country and sector overview of retailers' private label. Analysis of best practice private label strategies across different industries.

Highlights

In the wake of the global financial crisis and subsequent recession there has been a resurgence of private label. With price being the overriding factor driving most consumers' purchasing decisions, for retailers, a relentless focus on value is, now more than ever, the name of the game. Private label has been at the forefront of this strategy.

Major grocery players are extending their private label proposition as a response to the discounter threat and greater uptake of own brand products. At this challenging time private label offers an array of benefits for retailers including better margins and increased brand loyalty. However the lower cost reduces retailers' top-line sales.

In the home related sectors there is a significant opportunity for private label development of eco-friendly and energy efficient products. These products will help retailers to differentiate their offer and appeal to changing consumer attitudes for more environmentally sustainable products, while at the same time producing higher margins.

Reasons to Purchase

Learn how difficult market conditions are driving private label sales and what the outlook for retailers' private label offer will be going forward.
Understand how evolving consumer behaviour is forcing retailers to develop new private label strategies to counter the discounters.
Benchmark your private label strategy against what others in the industry are doing.

Content

CHAPTER 1 EXECUTIVE SUMMARY
- Key findings
- Main conclusions
CHAPTER 2 ECONOMIC OVERVIEW
- Main messages
- GDP Top 10
- Top 10 GDP forecasts - bleak outlook
- GDP: midranking eight
- Midranking eight - GDP may fall for all after revisions
- GDP: smaller nine
- Smaller nine - GDP reductions bad for Baltics
- Consumer expenditure
- Structure
- Inflation falls rapidly
- HICP annual averages
- Savings rate to increase sharply
- Euro interest rate turns downwards
- Other interest rates
- Unemployment - lagging indicator
CHAPTER 3 EU RETAIL SPEND
- Latest expenditure trends
CHAPTER 4 EU PRIVATE LABEL MARKET
- Private label market share by volume - on the rise
- Switzerland has top private label penetration due to Migros
- Discounter Denner now part of Migros
- Private label market share by value - not far behind
- Loi Galland makes France a private label anomaly
- But discounter threat prompts refocus on private label
- Crisis triggered enhancement of private label offer
CHAPTER 5 KEY ISSUES
- Deflation the major threat
- Reaction to hard discounters depresses prices further
- Threat of deflation in wider economy
CHAPTER 6 OUTLOOK
- Organics
- Managing the supplier relationship
- Opportunity in non-food
CHAPTER 7 GROCERY DISCOUNTERS PROSPER
- Strategy differences in the private label offer
- Green retailing - a private label opportunity
- Non-food a common problem area
CHAPTER 8 OTHER GROCERS REACT
- Private label range innovation, extension and relaunch
- Evaluation
CHAPTER 9 GROCERY CASE STUDIES
- Carrefour
- Europe's leading grocer
- Carrefour private label ranges have been built over 25 years
- Carrefour launches discount range
- Carrefour's private label has been extended abroad
- Casino
- The original discounter range
- Casino's discount private label - the first relaunch
- Coles
- Private label downunder inspired by the old world
- Delhaize
- Revamps US private label
- US provides template for Belgium
- Eroski and Mercadona
- Eroski lowers price of its own brands
- Mercadona rationalises private label offer and lowers prices
- Metro Group
- Caught on the defensive
- Real adopts good-better-best after many years
- Sainsbury
- The Switch and Save campaign
- Going Back to Basics
- Non-food an integral part of private label offer
- Tesco
- Adds fourth tier to traditional three-tier private label system
- Discount brand is fourth tier
- Tesco's private label offer abroad
- Waitrose
- Even upmarket Waitrose follows rivals into value essentials
- US cases: Wal-Mart and Target
- Catching up
- US retailers have revamped existing private label offers
- Wal-Mart upgrades its private label brand
- Target replaces bull's eye logo with a big arrow
- DIY CASE STUDIES
- DIY outlook
- Energy efficiency will be key driver
- Eco-friendly product ranges become increasingly common
- Kingfisher
- Europe's largest DIY retailer
- B&Q sets example
- Praktiker
- Private label rationalisation
- Bauhaus
CHAPTER 10 ELECTRICALS CASE STUDIES
- Energy efficiency - future focus
- Best Buy
- The world's leading eletricals retailer
- Metro Group
- Much to do in private label arena
CHAPTER 11 GLOSSARY
- Definitions
- Abbreviations
- Table 1: Monthly HICP rates y-o-y Nov 2008-Apr 2009
- Table 2: Monthly unemployment rates y-o-y Oct 2008-Mar 2009
- Table 3: Monthly y-o-y change % in retail spend Oct 2008-Mar 2009
List of Figures
- Figure 1: GDP for Top 10 countries in EU 2008e
- Figure 2: GDP forecast change % for Top 10 EU countries 2008 & 2009
- Figure 3: GDP for midsize eight (???100bn+) countries in EU 2008e
- Figure 4: GDP forecast change % for middle eight (???100bn+) 2008 & 2009
- Figure 5: GDP for smaller nine (???100bn-) countries in EU 2008e
- Figure 6: GDP forecast change % for smaller nine (???100bn-) 2008 & 2009
- Figure 7: Consumer expenditure of Top 10 EU countries 2007
- Figure 8: Countries among other 17 in EU with consumer expenditure of ???18bn+ 2007
- Figure 9: Countries among other 17 in EU with consumer expenditure of ???18bn- 2007
- Figure 10: Consumer expenditure as % of GDP 2007
- Figure 11: Harmonised Index of Consumer Prices - annual average growth of Top 10 EU countries 2007 & 2008
- Figure 12: Harmonised Index of Consumer Prices - countries among other 17 in EU with annual averages over 4.5% 2007 & 2008
- Figure 13: Harmonised Index of Consumer Prices - countries among other 17 in EU with annual averages under 4.5% 2007 & 2008
- Figure 14: Gross household saving % of gross household disposable income (latest data) 2007
- Figure 15: ECB interest rates 2005-2009
- Figure 16: Central banks key reference interest rate averages for 2008
- Figure 17: Grocery private label volume share May 2009e *
- Figure 18: Grocery private label volume share in selected states May 2009
- Figure 19: Migros three-tier private label offer 2009
- Figure 20: Denner private label, Geneva 2009
- Figure 21: Grocery private label value share May 2009e
- Figure 22: Grocery private label value share in selected EU states May 2009
- Figure 23: EU monthly food price change (HICP y-o-y) May 2008-Apr 2009
- Figure 24: Oil spot price FOB weighted by estimated export volume ($/barrel) - monthly Mar 2008-May 2009
- Figure 25: Downward spiral of grocery prices in 2009
- Figure 26: El Corte Ingl?(C)s low cost Aliada range 2009
- Figure 27: Leader Price's Le Prix Gagnant value line 2008
- Figure 28: Leader Price's Le Prix Gagnant brand revamped in 2009
- Figure 29: Carrefour private label, Calais, 2008
- Figure 30: Carrefour own brand portfolio 2009
- Figure 31: Carrefour Discount product examples 2009
- Figure 32: Carrefour private labels cater for customer segments 2009
- Figure 33: Carrefour own brand bath & shower products, Thailand 2009
- Figure 34: Carrefour own brand electronic digital safe, Thailand 2009
- Figure 35: Casino private label examples 2009
- Figure 36: Casino Gratos private label promotional campaign 2009
- Figure 37: Casino own brand portfolio 2009
- Figure 38: Casino D?(C)lices 2009
- Figure 39: Casino Terre et Saveur 2009
- Figure 40: Casino Ysiance 2009
- Figure 41: Casino non-food private label offer 2009
- Figure 42: Leader Price private labels 2009
- Figure 43: Delhaize private labels 2009
- Figure 44: Delhaize private labels 2009
- Figure 45: Eroski el m??s barato (the cheapest) campaign 2009
- Figure 46: Metro private label proposition 2009
- Figure 47: Real Selection, Real Bio, Real Quality & Tip 2009
- Figure 48: Sainsbury's three-tier own brands 2009
- Figure 49: Sainsbury's private label sub brands 2009
- Figure 50: Sainsbury's TU clothing 2009
- Figure 51: Sainsbury Basics homewares 2009
- Figure 52: Sainbury TU homewares 2009
- Figure 53: Sainsbury Different by Design homewares 2009
- Figure 54: Tesco's three-tier own brands 2009
- Figure 55: Tesco private label sub brands 2009
- Figure 56: Tesco's Discount brand 2008
- Figure 57: Tesco's Discount brand 2008
- Figure 58: Tesco Discounter brands in Poland 2009
- Figure 59: Tesco Value brand international examples 2009
- Figure 60: Essential Waitrose 2009
- Figure 61: Wal-Mart's Great Value revamp 2009
- Figure 62: Target private label revamp 2009
- Figure 63: Homebase Flawless paint 2009
- Figure 64: Kingfisher's Colours range 2009
- Figure 65: Kingfisher Performance Power range 2009
- Figure 66: B&Q runner bean Scarlet Emperor 2009
- Figure 67: B&Q loft insulation 2009
- Figure 68: Praktiker's Faust private label range 2009
- Figure 69: Max Bahr private label 2009
- Figure 70: Best Buy - private label 2009
- Figure 71: Sungoo LCD TV, Metro's private label brand 2009