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About this report
Own label is a hive of creativity and innovation precisely because it is under the direct control of the retailers themselves. They allow the retail giants to fine-tune their market positioning in order to achieve their corporate objectives, from low-priced budget products to sophisticated premium meals.

This report looks at this vital and dynamic sector that achieved sales in Europe of €205 billion in 2006, with a view to highlighting its significance.

Contents

Issues in the Market

Key Points
Definitions
Abbreviations
Insights and Opportunities

Reformulating own brands
Convenient food
Gourmet food
East is weak
The Market in Brief
Figure 1: European own label market sizes by country, 2006
New launches
Own label ranges
Figure 2: Total own label product launches, Jan 06-Dec 06
UK launches
A cheaper alternative
A choice for every consumer taste
High profit margins
Own label domination
Fast Forward Trends
Trend 1: Hits and Niches
What it is – general observations
Market touchpoint/implications:
Trend 2: Pimp My Language
Market touchpoint/implications:
Trend 3: Purity
Market touchpoint/implications:
Industry Insight
Key Points
Own label – been around a long time
Products perfect for own label
Segmenting the own label offer
Penetration varies considerably around Europe
Figure 3: Private label penetration by country, 2005
Figure 4: Private label penetration by country, 2005
Private label in Europe
Own label integral to powerful retail multiples
Lower prices a key aspect of own label
Figure 5: Price differential between private label and manufacturer brands by country, 2005
Own label reflects differences in consumer tastes across Europe
UK
Figure 6: Private label market share by value in UK, 2005
Germany
Figure 7: Private label market share by value in Germany, 2005
France
Figure 8: Private label market share by value in France, 2005
Spain
Figure 9: Private label market share by value in Spain, 2005
Italy
Figure 10: Private label market share by value in Italy, 2005
Comparisons across countries
Frozen foods
Figure 11: Frozen foods: Five country comparison of market shares by value, 2005
Dry grocery
Figure 12: Dry grocery: Five country comparison of market shares by value, 2005
Alcoholic beverages
Figure 13: Alcoholic beverages: Five country comparison of market shares by value, 2005
Household goods
Figure 14: Household goods: Five country comparison of market shares by value, 2005
Health and beauty
Figure 15: Health and beauty: Five country comparison of market shares by value, 2005
Strengths and Weaknesses

Who’s Innovating
Key Points
Figure 16: Some examples of own label innovation
Across Europe
Germany
Figure 17: Total own label product launches, Jan 06-Dec 06
Figure 18: Percentage of own label product launches, Jan 06-Dec 06
Figure 19: Own label product launches within bakery, Jan 06-Dec 06
Figure 20: Own label skin and haircare product launches, Jan 06-Dec 06
Figure 21: Total household goods own label product launches, Jan 06-Dec 06
Market Size and Forecast
Key points:
Own label – the dynamic sector
Figure 22: European grocery own label market sizes by country, 2006
What has caused historic growth?
Will own label continue to grow?
Future growth sectors
The Consumer – Where Consumers Shopped

Key Points
Figure 23: Propensity to buy own label products by category across countries, December 2006
Figure 24: Europe: Factors most important when choosing where to buy food, December 2006
United Kingdom
Figure 25: Store used for main grocery shop (UK), December 2006
Figure 26: Store used for secondary shop (UK), December 2006
Germany
Figure 27: Where respondents do their main shop in Germany, December 2006
France
Figure 28: Where respondents do their main shop in France, December 2006
Spain
Figure 29: Where respondents do their main shop in Spain, December 2006
Italy
Figure 30: Where respondents do their main shop (Italy), December 2006
The Consumer – What Own Label Products Consumers Bought
Figure 31: What type of own label products do you buy? (UK), December 2006
Why buying own label products
Figure 32: How important is the shop’s range of own label products in your decision to shop there (UK)?, December 2006
Figure 33: Which of these statements do you think applies to own label products? (UK), December 2006
Use of own label sub-brands
Figure 34: When you go grocery shopping at these stores, how often do you buy each of their own label ranges?, December 2006
Figure 35: Tesco: Purchase of own label sub-brands, December 2006
Figure 36: Sainsbury’s: Purchase of own label sub-brands, December 2006
Figure 37: Marks & Spencer: Purchase of own label sub-brands, December 2006
Figure 38: Asda: Purchase of own label sub-brands, December 2006
Figure 39: Morrisons: Purchase of own label sub-brands, December 2006
Figure 40: Somerfield: Purchase of own label sub-brands, December 2006
Figure 41: Co-op: Purchase of own label sub-brands, December 2006
Figure 42: Waitrose: Purchase of own label sub-brands, December 2006
Main own brand categories compared
Figure 43: Consumers purchasing main retailer own brand every time, December 2006
Figure 44: Consumers purchasing budget own brand every time, December 2006
Figure 45: Consumers purchasing premium own brand every time, December 2006
Figure 46: Where consumers shop by what items bought, December 2006
Figure 47: Where consumers shop by what items bought, December 2006
Figure 48: Importance of the shop’s range of own label products to decision to shop there, December 2006
Figure 49: Health and beauty: Five country comparison of market shares by value in 2005
Germany
Figure 50: Type of own label products bought in Germany, December 2006
France
Figure 51: Type of own label products bought in France, December 2006
Spain
Figure 52: Type of own label products bought in Spain, December 2006
Italy
Figure 53: Type of own label products bought (Italy), December 2006
The Consumer – What Consumers Think of Own Label Products
Figure 54: Attitudes to own label products by retailer, December 2006
Figure 55: Attitudes to own label products by retailer, December 2006
Figure 56: Number of own label products purchased per shopping trip, December 2006
Figure 57: Own label purchasing quantities by retailer, December 2006
Figure 58: Own label purchasing quantities by product group, December 2006
Detailed Consumer Demographics
Figure 59: Where respondents shop, by gender, age and socio-demographic factors, December 2006
Figure 60: Types of own label products bought by socio-demographic factors, December 2006
Figure 61: Types of own label products bought by socio-demographic factors, December 2006
Figure 62: Where own label products bought, by gender, age and socio-demographic factors, December 2006
Figure 63: Reasons for buying own label, by gender, age and socio-demographic factors, December 2006
Figure 64: Reasons for buying own label, by gender, age and socio-demographic factors, December 2006
Share of the Market
Leading specialists
Figure 65: Leading European grocers’ own brand importance, 2006
Recommendations
Figure 66: Summary of leading European grocery retailers, 2005/06
UK – Grocery Own Label Advertising Spend
Figure 67: Major UK retailers’ own brand advertising spending, 2001/02-2005/06
Figure 68: Tesco own brand advertising spending, 2001/02-2005/06
Figure 69: Sainsbury’s own brand advertising spending, 2001/02-2005/06
Figure 70: Asda own brand advertising spending, 2001/02-2005/06
Figure 71: Morrisons own brand advertising spending, 2001/02-2005/06
Figure 72: Somerfield own brand advertising spending, 2001/02-2005/06
Figure 73: Comparative advertising spending on premium sub-brands, 2001/02-2005/06
Figure 74: Comparative advertising spending on healthy eating sub-brands, 2001/02-2005/06
Brand Elements

Brand analysis and recommendations
Aldi – Only price to recommend it
Figure 75: Words associated with Aldi
In terms of emotional territory Aldi posts:
Recommendations
Asda – Living up to its lowest price reputation
Figure 76: Words associated with Asda
In terms of emotional territory Asda posts:
Recommendations
The Co-op – Convenient and worthy
Figure 77: Words associated with the Co-op
In terms of emotional territory the Co-op posts:
Recommendations
Marks & Spencer Food – Reassuringly expensive
Figure 78: Words associated with Marks & Spencer
In terms of emotional territory M&S posts:
Recommendations
Morrisons – Good value but not rated for much else
Figure 79: Words associated with Morrisons
In terms of emotional territory Morrisons posts:
Recommendations
Sainsbury’s – Healthily reliable
Figure 80: Words associated with Sainsbury’s
In terms of emotional territory Sainsbury’s posts:
Recommendations
Tesco – Market leader pushes all the right buttons
Figure 81: Words associated with Tesco
In terms of emotional territory Tesco posts:
Recommendations
Waitrose – Unashamedly upmarket
Figure 82: Words associated with Waitrose
In terms of emotional territory Waitrose posts:
Recommendations
Usage of grocery retailers
Tesco is the leader of the pack
Figure 83: Consumer usage of grocery retail brands
Attitudes towards grocery retailers
M&S top for recommendations
Figure 84: Consumer attitudes towards grocery retail brands
Brand satisfaction and performance
Figure 85: Consumer rating of experience of grocery retailers
Brand commitment
Figure 86: Degree of customer commitment to grocery retailers
Retail Analysis
Key Points
Retailer profiles
Carrefour
Tesco
Edeka Group
Schwarz Group
Aldi
E.Leclerc
Figure 87: E.Leclerc: Own-brands, 2006
Auchan
Sainsbury’s
Asda
Casino
Wm Morrison
Système U
Ahold
Tengelmann (Plus & Kaiser’s Tengelmann)
Co-op Norden
Coop Italia
Real (Metro)
Mercadona
Conad
Somerfield
ICA
Dansk Supermarked
Figure 88: Dansk Supermarked: Own brands, 2005/06
Coop Schweiz
Spar Österreich
Grupo Eroski
Delhaize
Marks & Spencer
Waitrose
Appendix:
Research methodology