Private Label: Own Brands Go Premium

Private Label

Fruit and vegetables have proved fertile ground for new product development in private label frozen food over the past three years, while drives towards premiumization and greater product diversity indicate a sector in pursuit of consumers with more adventurous and discerning palates, the latest research from Gama reveals.

By Tom Warden

Across the board, private label continues to be a significant force in the frozen food sector, as borne out by the latest data and insights from Gama Compass ™, Gama’s leading platform for innovation. Since 2014, own brand products have accounted for just over 20% of all frozen launches reported on Gama Compass™ in the food space, well ahead of ambient foods – where private label penetration in NPD was recorded at only 12.3% – and only slightly less than the 22.7% of launches in the chilled aisles that were determined to be own brands.

As with products in both the chilled and ambient aisles, mid-range products continue to form the greater proportion of all new product activity in frozen food, with a combined total of only 18% of new own brand launches represented by economy and premium brands. Nevertheless – and even within retailers’ ‘standard’ or mid-range offerings – supermarket chains in Europe and elsewhere are continuing to adopt a diversified strategy of brand launches to target a multitude of occasions, consumer groups and product trends.

Fruit and vegetables in rude health

While private label NPD has been well represented in many of t...

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