Private Brand Grows at the "World of Private Label"

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Foodanddrinkeurope.com reported on the success of the PLMA’s annual “World of Private Label” held this past month in Amsterdam.

Private label goes from strength to strength
The share of private label products on supermarket shelves around the world continues to grow, as visitors to last month’s World of Private Label exhibition discovered.

The show, organized by the Private Label Manufacturers’ Association (PLMA ), attracted around 5,000 visitors as well as exhibitors representing manufacturers from more than 60 countries.

The growing appeal of private label was documented in the market share gains reported at the show by Jean-Jacques Vandenheede, vice president of global marketing at AC Nielsen.

He said that private label products, both food and non-food, increased their market share in most of the seven countries surveyed, and now accounted for at least one of every four products sold in Belgium, France, Germany, Spain and the UK.

Retailers and wholesalers in Spain and Germany made the biggest increases last year, Vandenheede said. In Spain, volume share climbed nearly 3 points to more than 27 per cent, a record high, while overall volume share in Germany advanced more than 2 points to 33 per cent.

Arjan van WeeleAlso speaking at the show was Arjan van Weele, Professor of Purchasing and Supply Chain Management at Nyenrode University in the Netherlands, who discussed how strategic changes in supply chain operation are transforming the buyer/seller relationships throughout the industry.

The Private Label Manufacturers’ Association is the only international organization dedicated to private label. It represents about 3,000 manufacturers and suppliers worldwide, ranging from companies that specialize in private label to those that produce private label in addition to their own manufacturer brands.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.