Private Label Evolution in Europe Remains Stable

The value share of retail brands in Europe is stable, according to Jean-Jacques Vandenheede, Retail Insights Director Europe, The Nielsen Company.

“Frozen Food retail brands are among the top performers in Europe at present and overall, these brands have a low correlation with the economic context,” Vandenheede said.

Among the details he provided during the PLMA Seminar being held today are the fact that retail brands are growing more out of supply than of demand and the primary consumer is the middle and higher income families with children. Moreover, retail brands only marginally contribute to the uniqueness and differentiation of retails and they are mostly depended on specific category conditions.


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