In Poland in 2017, own brands reached 19.6% of value shares (the total food and chemical basket). Since 2008, they have grown by over 10%. Their development took place with the development of network outlets, including discount ones.
Over the past three years, own brands holdings have been stable. The largest share of private labels is found in basic products. For example milk and cream, where the brand is not the main purchase criterion for the consumer. Among milk products, for example yoghurts, the customer chooses more frequently recognized products.
According to a recent survey, 88% of customers are aware of private labels of food chains. Nearly 77% of Polish consumers are buying them. Almost 11%. knows, but does not buy and 12% are not aware of their presence.
57% of adult Poles consciously buy their own Biedronka brand chains. For Lidl this percentage among Polish consumers is nearly 25%, for Tesco around 20%, for Auchan – almost 15%, for Kaufland nearly 11% As regards the share of buyers among customers of a given network, the percentage distribution is as follows: 67% of Biedronka’s clients buy their own brands in this network.
For comparison, the percentage of customers owning the brand network among Lidl clients – 48%, Tesco – 56%, Auchan – 50%, Net – 28% and Aldi 24%. 72% of respondents think that it is profitable to buy them and they are cheap. 62% think that their composition and taste is similar to branded products. 66% think that they are getting better. For 59% of respondents, it is important that they are manufactured by well-known producers. 53% think that they are as good as brand products, and 43% perceive them as high quality products. However, 27% of respondents believe that their packaging is attractive.