Distribution brand already accounts for 42% of household spending

Spending on private label increased 3.5 points Half of consumers admit to increasing their consumption of private label products in the last three years. The main reasons for the increase in the purchase of own brands in recent years are three: the most reasonable price (58% of choices), best value for money (51%) and offer increase in supermarket (40%).

consumption of products own brand The number of supermarkets has accelerated in recent years, and especially this year 2022. Specifically, the increase recorded in this 53.1% share is the highest level in the last four years.

this own brand growth accelerated in the last year and represents 4 out of every 10 Euros of the industry turnover in packaged products. The report also reveals that 1 out of every 2 Spanish consumers (51%) increased their private label product consumption in the last 3 years, and 41% plan to continue to increase it in the coming years. 12 months. Currently, Spanish households allocate an average of €990.4 per year to self-brand products (from May 2021 to April 2022), representing a slight decrease of 2% compared to 1,007.91 in 2021 (May 2020 – April period) 2021), a year marked by partial incarceration. Spending on other brands by Spaniards also fell notably by 9% during the same period.

Looking at the consumer profile, it is seen that all age groups increase the consumption of their own brands in 2022. However, the group under 34 stands out, where 58% of the purchasing volume is made up of its own brand. fresh), two points more than the previous year. As age increases, the consumption of these products decreases, reaching 49% in people over 65, but this figure has grown by one point compared to 2021.

reasons increase in the purchase of their own brands in recent years these are all about price and more presence in the store, but in 37% of cases their own brands have become reference brands for consumers in some products. The fact that they were made by well-known manufacturers in 31% of cases was an important factor in encouraging their consumption. 77% of consumers say that when they try a private label product they like, they stop buying the manufacturer’s brand.

Its origin is also relevant, 72% of Spanish consumers states that they give priority to the purchase of private label products if they confirm that they come from national or local suppliers. Also, more than half (57%) consider their own branded products to be local, an impression that increases as such products are consumed. Sustainability is one of the elements most valued by consumers in their regular purchases. Nearly 4 out of 5 consumers value the reduction of plastic in packaging very or highly, and for 1 in 2 consumers it is a determining factor in whether or not to buy their own supermarket brand.

Aldi customers increased their own brand purchases above average. According to data from consultant Kantar Worldpanel, Aldi includes rising prices in the workplaces as distribution fell 26% below the average. strengthen your presence white brand In the market, it contributes 9% to the overall volume growth experienced by its own brand in the first four months of this 2022 compared to the same period of 2019. In particular, 61% of families purchasing from Aldi increased their private label product consumption by 10 points above the Spanish average in the last 3 years; and they are also the most likely to increase their own brand consumption by 47% next year, six percentage points above average. According to the company’s own data, approximately 80% of its customers’ purchasing volume is self-branded products. ALDI currently has around 2,000 products on its shelves, with its own brand representing 86% of the total offer and complemented by first-tier manufacturer brands.