Frozen Vegetables and Fruit: Eastern European Countries Go for Private Labels

Private label frozen products are becoming increasingly innovative and are turning to design as a differentiating factor for competitive advantage and stand-out appeal, especially in Eastern European countries, such as Poland, according to research by Mintel. Added to this, consumer perception towards frozen food in Eastern Europe is slowly improving, with the help of producers’ initiatives, such as the Hungarian company Agrosprint, which are beginning to launch more health-conscious product lines.

Cheaper value retailers, discounters in particular, are enjoying increased footfall in Poland as consumers are becoming more and more price-savvy. Mintel’s research demonstrates that a significant proportion of Poles, when surveyed in the fourth quarter of 2014, had shifted to cheaper value retailers, with two in 10 reporting to having switched all of their grocery shopping and over three in 10 (34%) admitting to having switched some of their grocery shopping. This is more than what was stated by consumers from the other main continental European markets, i.e. France, Germany Italy and Spain.

Consequently, demand for private label groceries is on the rise. As well as the discounters, other major grocery retailers are also gradually expanding their own brand ranges at various price points. Tesco and Carrefour labels have been recognized as the most popular and most frequently purchased own brands in Poland, as reported in trade press. According to PLMA (the Private Label Manufacture...

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