PLMA Predicts Continued Private Brand growth In Europe

European shopper frontPrivate Brand can expect still greater market share growth in the year ahead based on a new study of more than 11,000 consumers in 14 countries, predicts PLMA this week at its annual “World of Private Label” International Trade Show in Amsterdam.

Two-thirds of shoppers interviewed said that recent economic conditions had forced them to make changes in how they shop. Moreover, 80% of consumers said that they expect the economy to either stay the same or get worse in the year ahead.

The results came in a presentation by Professor Kitty Koelemeijer of Nyenrode Business Universiteit, who served as a contributing editor of the study.

The survey itself was developed by PLMA, working with SurveyLab of Great Britain. Countries included in the survey were Belgium, Czech Republic, Denmark, Finland, France, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Spain, Sweden and Great Britain. Answers were weighted for pan-European tabulation.

PLMA president Brian Sharoff says: “the study shows that private label plays a fundamental role in the lives of shoppers across Europe and market share will continue to expand”. 46% purchase them “frequently.” In the year ahead, one in four believe that they will buy a larger amount of own brands than currently. Even when the economy gets better, consumers say that they will stick with private label: eight in ten said that after the economy improves they would not stop purchasing Private Brands.

Consumers say that there are certain important factors, which will encourage them to buy a larger number of own brands in the year ahead. These include overall satisfaction with own brand products in the past (cited by 57%), better quality (49%), more special offers on Private Brands (46%) and more variety (43%).



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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.