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Supermarket Own Labels Market Assessment 2003
Key Note Publications Ltd, April 2003
TABLE OF CONTENTS:
Executive Summary 8
1. Introduction 10
BACKGROUND 10
REPORT COVERAGE 10
DEFINITION 10
Food 10
Drink 11
Non-Food 11
2. Strategic Overview 12
EVOLUTION OF OWN LABELS 12
KEY ISSUES 12
Own Labels — Product or Retailer Brands? 12
Own-Label Sub-Brands 14
Greater Concentration Among Retailers 15
Table 1: Market Share of Grocery Sales Taken by the Top Six Grocery Chains by Selected European Country by Value (%), 1998 and 2002 15
Figure 1: Market Share of Grocery Sales Taken by the Top Six Grocery Chains by Selected European Country by Value (%), 1998 and 2002 16
Table 2: UK Grocery Sales in the UK by Type of Outlet by Value (%), 1998-2002 16
Figure 2: UK Grocery Sales in the UK by Type of Outlet by Value (%), 1998-2002 17
Declining Importance in Retailer Sales Mix 17
Table 3: Own Labels' Share of Packaged Groceries† Sold by Individual Retailer by Value (%), 1998 and 2002 18
MARKET DYNAMICS 18
Table 4: The UK Grocery Market by Value (£m at rsp and %), 1998-2002 19
COMPETITIVE STRUCTURE 19
Table 5: Market Share of UK Packaged Grocery Sales by Major Grocery Outlet by Value (%), 1998 and 2002 20
Own-Label Suppliers 21
PROMOTIONAL ACTIVITY 22
Table 6: Main Media Advertising Expenditure on Food, Household Goods and Drinks Brands (£000), Years Ending September 2001 and 2002 23
THE CONSUMER 24
MARKET FORECASTS 24
3. Foods 25
CHILLED READY MEALS 25
FROZEN FOODS 27
Table 7: Market Share of Frozen Food Sales Taken by Own Labels by Value (%), 2000-2002 28
Ready Meals 28
Frozen Vegetables 29
Frozen Potato Products 29
Frozen Desserts 29
Frozen Fish 30
DAIRY PRODUCTS 30
Butters and Margarines 30
Cheese 31
YOGHURTS AND CHILLED DESSERTS 32
DRY GROCERIES 33
Bread and Morning Goods 33
Biscuits 34
Breakfast Cereals 35
Confectionery 35
Bagged Snacks 37
DELICATESSEN PRODUCTS 39
CANNED FOODS 39
Table 8: Market Share of Selected Canned Foods Taken by Own Labels by Value (%), 2000-2002 40
Figure 3: Market Share of Selected Canned Foods Taken by Own Labels by Value (%), 2000-2002 40
Vegetables 41
Fruit 41
Fish 41
Hot Meats 42
Cold Meats 42
Ready Meals 42
Pasta 43
SAUCES 43
Condiments and Sauces 43
Table 9: Market Share of Condiments and Sauces Sales Taken by Own Labels by Value (%), 2002 44
Cooking Sauces 44
SOUP 45
4. Drinks 47
SOFT DRINKS 47
ALCOHOLIC DRINKS 48
Wines and Champagne 48
Table 10: Market Share of Wine Sales Taken by Own Labels by Value (%), 1998-2002 49
Beer and Lager 51
Table 11: Market Share of Beer and Cider Sales Taken by Own Labels by Volume (%), 1998-2002 52
Figure 4: Market Share of Beer and Cider Sales Taken by Own Labels by Volume (%), 1998-2002 52
Spirits 52
Table 12: Market Share of Spirit Sales Taken by Own Labels by Volume (%), 1998-2002 54
HOT BEVERAGES 54
Table 13: Market Share of Hot Beverage Sales Taken by Own Labels by Volume (%), 1998-2002 55
5. Non-Foods 57
HOUSEHOLD CLEANING PRODUCTS 57
Laundry Aids 58
TOILETRIES 58
PAPER PRODUCTS 60
PET FOOD 61
6. An International Perspective 63
EUROPE 63
Retailer Concentration 63
Table 14: Europe's Top 30 Grocery Retailers (%), 2001/2002 63
Own-Label Share by Country 65
Table 15: Own-Label Shares by Selected European Country by Value and Volume (%), 1998-2002 66
Table 16: Market Share of Individual Product Groups Taken by Own Labels by Selected European Country by Value (%), 2001 and 2002 67
Belgium 68
France 68
Table 17: Major Grocery Retailer Market Shares in France by Value (%), 1998, 2001 and 2002 68
Table 18: Own-Label Sales by Individual Retailers in France by Sector by Value (%), 2001 69
Germany 70
Italy 70
The Netherlands 70
Spain 71
THE US 71
Table 19: Market Shares Taken by Own Labels in the US by Sector by Value and Volume (%), 2001 71
Table 20: The Leading Own-Label Product Categories in the US by Volume Sales (million units), 2001 73
7. PEST Analysis 74
POLITICAL FACTORS 74
Farming 74
Local Sourcing 74
Red Tractor Logo 74
ECONOMIC FACTORS 75
Gross Domestic Product 75
Personal Disposable Income 75
Unemployment 76
Inflation 76
SOCIAL FACTORS 77
Population 77
TECHNOLOGICAL FACTORS 77
Factory Gate Pricing 77
Open Book Costing 78
In-Store Digital Screen Networks 79
8. Consumer Dynamics 80
OVERVIEW 80
Table 21: Summary of Responses (% of adults), 2003 81
THE QUALITY OF OWN LABELS 82
'Shops' Own Brands Are Identical In Quality To Well-Known Brands' 82
'Shops' Own Brands Are Not As Good Quality As The Well-Known Brands' 82
'Shops' Own Brands Are Better Quality Than Well-Known Brands' 82
Table 22: Attitudes Towards the Quality of Own Labels (% of adults), 2003 83
REASONS WHY SHOPS SELL OWN LABELS 84
'Shops Sell Their Own Brands To Offer Lower Prices' 84
'Shops Offer Own Brands To Increase Their Margins' 85
'Shops Sell Own Brands To Increase Choice For The Consumer' 85
Table 23: Perceptions of Why Retailers Offer Own Labels (% of adults), 2003 86
'Shops Sell Their Own Brands To Gain More Customer Loyalty' 87
'Shops Sell Their Own Brands To Be Different To Other Retailers' 88
Table 24: Other Perceptions of Why Retailers Offer Own Labels (% of adults), 2003 88
OWN-LABEL PRICES 89
'Shops' Own Brands Are Lower In Price Than Well-Known Brands' 89
'Shops' Own Brands Are Either Identical Or Higher In Price Than Well-Known Brands' 90
Table 25: Perceptions of Own-Label Prices (% of adults), 2003 90
INVOLVEMENT OF RETAILERS IN CREATING OWN LABELS 91
'Shops Tend To Think Up Ideas For Their Own Brands But Do Not Usually Manufacture Them' 91
'Shops Tend To Manufacture Their Own Brands Themselves' 92
Table 26: Perceptions of Retailer Involvement in Creating Own Labels (% of adults), 2003 92
CONSUMER PURCHASING PATTERNS 94
'I Try To Buy Brands Instead Of Shops' Own Brands Where Possible' 94
'I Buy More Shop Own-Brand Products Than I Did 2 Years Ago' 94
'I Am More Likely To Opt For Shops' Own Brands For Items I Buy More Of' 94
Table 27: Consumer Purchasing Patterns for Own Labels (% of adults), 2003 95
9. Supplier Profiles 97
RETAILERS 97
ASDA Group Ltd 97
Corporate Strategy 97
Innovations 97
Own Labels 98
Profitability 98
Table 28: Key Company Data for Wal-Mart Stores Incorporated ($m and number), Years Ending 31st January 1998-2002 98
Future Company Developments 99
The Co-operative Group 100
Corporate Strategy 100
Own Labels 100
Profitability 100
Table 29: Key Company Data for The Co-operative Group (£m and number), Years Ending 12th January 1998-2002 100
Future Company Developments 101
Iceland Foods 101
Corporate Strategy 101
Own Labels 102
Profitability 102
Table 30: Key Company Data for The Big Group PLC (£m and number), Years Ending 29th March 1998-2002 102
Future Company Developments 103
Marks and Spencer PLC 103
Corporate Strategy 103
Table 31: Marks and Spencer PLC's Share of Selected High-Growth Food Categories by Value (%), 2002 103
Innovations 103
Profitability 104
Table 32: Key Company Data for Marks and Spencer PLC (£m and number), Years Ending 30th March 1998-2002 105
Future Company Developments 106
Safeway PLC 106
Corporate Strategy 106
Own Labels 107
Profitability 108
Table 33: Key Company Data for Safeway PLC (£m and number), Years Ending 30th March 1998-2002 108
Future Company Developments 108
J Sainsbury PLC 109
Corporate Strategy 109
Innovations 109
Own Labels 109
Profitability 111
Table 34: Key Company Data for J Sainsbury PLC (£m and number), Years Ending 31st March 1998-2002 111
Future Company Developments 112
Somerfield PLC 112
Corporate Strategy 112
Own Labels 112
Profitability 113
Table 35: Key Company Data for Somerfield PLC (£m and number), Years Ending 27th April 1998-2002 113
Future Company Developments 114
Tesco PLC 115
Corporate Strategy 115
Own Labels 116
Profitability 116
Table 36: Key Company Data for Tesco PLC (£m and number), Years Ending 27th February 1998-2002 116
Future Company Developments 117
Wm Morrison Supermarkets PLC 117
Corporate Strategy 117
Own Labels 118
Profitability 118
Table 37: Key Company Data for Wm Morrison Supermarkets PLC (£m and number), Years Ending 3rd February 1998-2002 118
Future Company Developments 119
Waitrose Ltd 119
Corporate Strategy 119
Own Labels 119
Profitability 119
Table 38: Key Company Data for John Lewis Partnership PLC (£m and number), Years Ending 26th January 1998-2002 120
Future Company Developments 120
SELECTED OWN-LABEL SUPPLIERS 121
Ashbury Confectionery Ltd 121
Corporate Strategy 121
Profitability 121
Future Company Developments 122
Greencore Group PLC 122
Corporate Strategy 122
Profitability 122
Table 39: Key Company Data for Greencore Group PLC (xm and number), Years Ending 28th September 1998-2001 122
Future Company Developments 123
Robert McBride Ltd 124
Corporate Strategy 124
Profitability 125
Future Company Developments 125
The Snack Factory Ltd 125
Corporate Strategy 125
Profitability 126
Future Company Developments 126
Uniq PLC 126
Corporate Strategy 126
Profitability 127
Table 40: Key Company Data for Uniq PLC (£m and number), Years Ending 31st March 1998-2002 127
Future Company Developments 127
10. The Future 128
MARKET FORECASTS 128
Table 41: The Forecast UK Grocery Market by Value (£m at rsp and %), 2003-2007 130
11. Further Sources 131
Trade Associations 131
General Sources 131
Bonnier Information Sources 131
Government Publications 132
Other Sources 133
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