market
Private labels in Poland
In 2014, the value of sales of private label products in Poland reached PLN 50 billion, accounting for a share of above 17% in the sales of FMCG. For several years, the annual dynamics of sales of private labels has been 18-22%. IN RECENT YEARS, TRADING ENTERPRISES HAVE BEEN SHOWING MUCH ACTIVITY IN THE DEVELOPMENT OF PRIVATE LABELS, AS EVIDENCED BY THE FOLLOWING ACTIVITIES:
This is a result of changes in consumers'
chains which, encouraged by the succes-
shopping behaviour; dynamic integration
ses of foreign retail chains, are introducing
processes in retail trade; as well as activities
private labels to their own stores. The lar-
undertaken by retail enterprises, aimed at
gest share of private label products in total
quality improvement of private label pro-
sales has been recorded by discount sto-
ducts; as well as manufacturers' activities
res (54.3% in 2014), and the lowest one
who see benefits to their company in private
(3%) – by traditional stores, with a distinct
label production. The consumers' approach
upward trend, since private labels are also
sortment of private labels. Currently, most cha-
to shopping is changing - price is not the sole
created by wholesale enterprises, not only
ins offer private label products on at least two
product choice factor anymore. Consumers
introducing them to the wholesale chain
price and quality levels: first-price products
believe that private labels are of increasingly
stores but also offering them to indepen-
and premium products. The former have quali-
better quality and regard them as a possibili-
dent outlets. Examples include Bać-Pol
ty corresponding to brand products but are less
ty of “smart shopping”.
1.
Enhancement and deepening of the as-
wholesalers as well as Piotr i Paweł super-
expensive and ensure higher margins for the
The development of private labels in
markets, who have jointly created the “Lu-
enterprise. Premium private label products are
Poland is fostered by the dynamic growth
bię” brand products available in traditional
often used to change the image of a store into
of discount stores and integrated domestic
distribution channels.
one offering products characterized by a favo-
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