(Sometimes) better and cheaper: these are the main reasons why supermarket own brand products have more and more fans. In 2023, the Portuguese spent 8 billion on these products.
Currently, sales of private label products already represent more than 45% of the totalin a number that has been growing slowly in recent years.
Data from the National Statistics Institute (INE) were analyzed and detailed by (CM), in this Monday’s edition.
The big conclusion from these studies is that private label products have gained a lot of space in Portuguese people’s shopping carts.
Last year, global sales of this type of product approached eight billion euros in terms of turnover – representing 45.2% of the total 17.5 billion.
On average, consumers spend just over R$19 each time they go shopping.
Still according to INE data, between 2011 and 2023, sales of food products own brands more than doubled (+128.0%)growing more than twice the increase in sales in food retail (+59.9% in this period) – details the CM.
Private label ≠ White label
It should be noted that, although often confused, “own brand” and “white label” are distinct concepts.
Private label products are developed and marketed by a company or retailer, which has a specific brand identity and are intended to compete directly with well-known brands. It is the example of the brand “Continent” of Continente and the brand “trip” of the Miniprice.
In turn, white label products are manufactured by third parties and sold under the generic label from a retailer.
