Private label in Poland 2009 – Market analysis and development forecast for 2009-2011

The report tracks the growth of the expanding supply and consumer demand for private label products in Poland. This report provides a real time snapshot of current market conditions and forecasts developments to 2011 based on solid data and input received directly from producers, retailers and consumers regarding the growing variety of private label products available at discount stores, hypermarkets, supermarkets and traditional grocery shops across the country.

Special PMR studies focus on consumer preferences, attitudes and awareness. Leading private label retailers are profiled, and their private label strategies are exposed for the benefit of new entrants in this potentially prosperous, ever-expanding marketplace.

In addition there is also an informative reference tool constructed specifically for this report, in Excel format, that contains data on more than 7500 private label products. Each detailed product description is broken down to:

- category
- retail price in PLN and €
- container weight/volume
- retail chain
- private label name
- name, address and contact details of the producer with production profile.

If you are looking for:

- reliable data on private label market in Poland
- market assessment based on years of PMR analytics experience
- excel database with more than 7 500 private label product described
- market development forecast up to 2011
- the results of consumer buying behaviour and preferences research
- profiles of key players on the market in Poland SHOW LESS READ MORE >

Methodology

Executive summary

The overall state of the Polish economy

Gross domestic product
Employment
Wages
Inflation

Demographics

Income and expenditures of households
Income
Expenditures
Assessment of the current financial condition of households and of consumer optimism

Value of the Polish private label market

Current state of the market – trends and development
Development of the private label offer in modern trade
Private labels in hypermarkets
Private labels in supermarkets and discount chains
The improving position of discount chains
Wholesale distributors and traditional trade
Quality of private label products
Private label production
Consumers’ perception of private labels

PMR survey – preferences and shopping habits of Polish consumers
Methodology of the survey
Structure of the sample
Shopping habits of Polish consumers
Person responsible for buying food and articles
of everyday use
Places to shop
Expenditures
Factors influencing the choice of a shop type
Loyalty scheme
Advertising brochures
Planning the shopping
Factors influencing the choice of food products
Promotional events and techniques

Awareness and perception of private labels among Polish consumers
Awareness of shops
Awareness of private labels
Frequency with which private labels are purchased
Types of private label products
Perception of private labels
Economic climate and its impact on the shopping habits of Polish consumers

Profiles of selected retailers
Biedronka
Tesco
Carrefour
Auchan
Real/Makro Cash & Carry
Intermarche
E.Leclerc
Alma

Private labels and manufacturer’s brands – price comparison analysis
Food products
Non-food products

List of graphs
List of tables
About PMR
Contact PMR

LIST OF GRAPHS:

Value (PLN bn) and change (%) of Polish private label market, 2006-2011
Value of Polish private label market by channel of distribution (%), 2008
Real change of gross domestic product in Poland (%, y-o-y), 2000-201
GDP per capita in EU countries by purchasing power parity (100=EU-27 average), 2007-2008
Unemployment rate in Poland (end of year, %), 2006-2011
Number of employed in the Polish retail sector (thousands), April 2008-June 2009
Average monthly gross salary in Poland (PLN), 2000-H1 2009
Average monthly gross salary in Poland: total and in trade and repairs sector (PLN), Q4 2007-Q1 2009
Yearly indicators of prices of consumer goods and services in Poland (%), 2000-2011
Change in prices of consumer goods and services, including food and non-alcoholic beverages, and alcohol and tobacco in Poland (%, y-o-y), Q2 2006-Q1 2009
Polish population by place of residence, 2008
Urban population in Poland by region (%), 2008
Average monthly income and expenditures per capita in Polish households (PLN), 2000-2008
Average monthly available income per capita in Polish households (PLN) by source, and its real change (%, y-o-y), 2008
Average monthly expenditures per capita in Polish households, by main source of income (PLN), 2008
Nominal change in expenditures per capita on consumer goods and services in Polish households, by main source of income (%), 2007-2008
Structure of monthly expenditures of Polish households per capita (%), 2008
Household finance index for Poland, January 2007-September 2009
Consumer confidence index in Poland and its elements, January 2007-August 2009
Value (PLN bn) and change (%) of Polish private label market, 2006-201
Share of private labels in terms of quantity and value in selected food and non-food categories in Europe (%), 2008
Value of Polish private label market by channel of distribution (%), 2008
Value of Polish private label market by channel of distribution (%), 2009
Number of private label products in Polish hypermarkets by price segment, March 2006, March 2008 and August 2009
Number of private label products in largest Polish hypermarket chains, March 2006, March 2008 and August 2009
Number of private label products in largest Polish hypermarket chains by price segment, August 2009
Number of discount stores in Poland, 2005-2009
Gender of respondents, September 2009
Age of respondents, September 2009
Level of education of respondents, September 2009
Monthly net income of respondents’ households, September 2009
Number of respondents’ households members, September 2009
Who is responsible for buying food and products of everyday use in your household?, September 2009
Where do you generally shop for food and articles of everyday use?, September 2009
What is the name of the shop you visit most frequently?, September 2009
In which shop do you spend most per week on food and articles of everyday use?, September 2009
How much do you spend per week on food and articles of everyday use?, September 2009
Factors influencing respondents’ choice of shop type, September 2009
Percentage of respondents who have been offered a loyalty scheme, September 2009
Percentage of respondents using a loyalty scheme, September 2009
Which statement concerning shops’ advertising brochures suits you best?, September 2009
Do you plan your daily shopping?, September 2009
When shopping for food, how important are the following features of products?, September 2009
How attractive do you find the following promotional techniques?, September 2009
Did you ever made a purchase of food products and articles of everyday use on the Internet? September 2009
Why do you not buy food and articles of everyday use online?, September 2009
Which shops (self-service, supermarkets, hypermarkets) are you aware of?, September 2009
Which of the shops listed below are you aware of?, September 2009
Have you seen or heard of products of the following brands:, September 2009
Awareness of private labels, September 2009
How frequently do you purchase private label products?, September 2009
What type of private label products have you purchased in the last two weeks?, September 2009
What private label food products have you purchased in the last two weeks?, September 2009
To what extent do you agree with the following statements about private labels?, September 2009
Are your financial circumstances better than, worse than or similar to last year?, September 2009
In connection with the economic crisis described by the media, have you in any way altered your shopping habits?, September 2009
In connection with the economic crisis, in what way have your shopping habits changed?, September 2009
On what products do you economize in the first place?, September 2009
Prices of private label products as a share of brand product in Poland – selected food articles (brand product=1), September 2009
Prices of private label products as a share in prices of brand product in Poland – selected non-food articles (brand product=1), September 2009

LIST OF TABLES:

Main macroeconomic indicators for Poland, 2008-2009
Largest urban agglomerations in Poland by number of inhabitants, 2008
Top 20 categories with the highest value share of private labels in Poland, 2008
10 categories with the highest growth in value terms of the share of private labels, 2008
Selected private label ranges in modern trade retail chains in Poland positioned in the lowest price segment, March 2006, March 2008 and August 2009
Selected private label ranges in modern trade retail chains in Poland positioned in the medium price segment, March 2006, March 2008 and August 2009
Selected private label premium ranges in modern trade retail chains in Poland, March 2008 and August 2009
Private labels of Polish hypermarket chains, March 2008 and August 2009
Private labels of selected supermarket chains in Poland, March 2008 and August 2009
Private labels of discount chains in Poland, August 2009
Private labels of selected wholesale distributors in Poland, August 2009
Biedronka in Poland: sales (PLN m) and number of shops, 2007-2009
Biedronka’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Tesco in Poland: sales (PLN m) and number of shops, 2007-2009
Tesco’s acquisitions in Poland, 1995-2009
Tesco’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Carrefour in Poland: sales (PLN m) and number of shops, 2007-2009
Carrefour’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Auchan in Poland: sales (PLN m) and number of shops, 2007-2009 86bel in Poland 2009 – Market
Auchan’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Real/Makro Cash & Carry in Poland: sales (PLN m) and number of shops, 2007-2009
Real’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Makro Cash & Carry’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Intermarche in Poland: sales (PLN m) and number of shops, 2007-2009
Intermarche’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
E.Leclerc in Poland: sales (PLN m) and number of shops, 2007-2009
E.Leclerc’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Alma in Poland: sales (PLN m) and number of shops, 2007-2009
Alma’s private labels in Poland: year of launch, type, number of products, March 2006, March 2008 and August 2009
Retail price (PLN) of chocolate (100g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of strawberry jam (280g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of golabki/stuffed cabbage leaves (500g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of tea (100 teabags): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of yoghurt (150g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of ground coffee (250g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of milk (3.2%, 1l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of spaghetti pasta (500g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of energy drink (250ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of fizzy drink (2l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of canned beer (500ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of frozen pizza (300g): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of orange juice (1l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of mineral water (1.5l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of tissues (10 x 10): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of dry dog food (3kg): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of liquid soap (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of air freshener (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of toilet paper (8 rolls): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of toothpaste (125ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of washing-up liquid (1l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of fabric softener (1l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of cleaning agent (1l): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of shampoo (300ml): private labels vs. manufacturer’s brands in Poland, September 2009
Retail price (PLN) of shower gel (300ml): private labels vs. manufacturer’s brands in Poland, September 2009

- Biedronka
- Tesco
- Carrefour
- Auchan
- Real/Makro Cash & Carry
- Intermarche
- E.Leclerc
- Alma