Driving Loyalty with SPAR Private Brand in Russia

Heading into its 20th anniversary in 2020, grocer SPAR Russia has grown rapidly in the past five years. 2018 saw the retailer record retail sales of €2.0 billion, up from 2017’s €1.7 billion. With this comes great potential for an ever-increasing range of SPAR private brand products across Russia’s 534 stores.

Capitalizing on the SPAR local but global philosophy, SPAR Russia has built up a significant range of over 2,000 SKU’s in the past few years; growing local producers’ market share and complementing internationally sourced products. SPAR Russia remains dedicated to offering a strong portfolio of brands across all categories, endeavoring to go above and beyond shoppers’ expectations.

SPAR Russia is in some regions outpacing the market, with growth of SPAR private brand having recently been recorded at 7.6% year to date overall, whilst some of the partners are achieving even better results. SPAR Middle Volga, for example, recorded own brand share growth of 14%, well above the industry average.

SPAR Russia has set itself the goal of adding a further 230 SKUs this year across a variety of categories including grocery, dairy, frozen and non-food, to name just a few. This follows positive customer feedback to the recently launched ranges – SPAR Kids and SPAR Natural – targeting specific shopper missions.

Focused on babies and toddlers up to the age of three, the SPAR Kids range features a dinosaur on all packaging, and the range has been well received with the target market. The unique design and the quality of the products comprising the SPAR Kids range, spanning drinks, pasta, breakfast cereals, diapers, wet wipes and more, has seen sales already growing beyond expectations.

Over the past five years, there has also been increased demand from people either looking for healthier options or products to meet lifestyle choices. The SPAR Natural range which uses simple, natural, ingredients and includes options such as gluten-free, lactose-free or sugar-free, not only meets their needs but also caters to vegans, vegetarians, and diabetics. This new range of products is diverse and will grow over the coming months.

SPAR Russia continues to support the partners across the country, building on the SPAR private brand portfolio, complementing locally sourced products and building greater loyalty for the brand through all stores nationwide.

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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.