News
Mintel: Europe leads on private label launches
27 Apr 2018Europe accounted for over half (57%) of all private label launches with premium claims globally in 2017, according to new research from Mintel Global New Products Database (GNPD).
![Mintel: Europe leads on private label launches](/img/ingnet-logo.png)
Europe accounted for over half (57%) of all private label launches with premium claims globally in 2017, according to new research from Mintel Global New Products Database (GNPD). This was followed by North America and Asia Pacific with a 22% and 16% share, respectively. Overall, only 11% of all global private label food and drink launches carried a premium claim in 2017, showcasing the importance of premium positioning in Europe compared to other regions, Mintel said.
Katya Witham, Senior Global Food and Drink Analyst at Mintel, said: “Private label has reached a new stage in evolution as consumers expect these products to be on a par with, or even surpass, the quality of national brands. With shoppers’ attitudes continuing to evolve, retailers are looking to upgrade their private label ranges as consumers shift from a purely low price approach to weighing a product's overall value proposition.”Germany and France seem to be the most accepting of premium private label food and drink ranges: 41% of German and 37% of French consumers have purchased these products in the three months before the survey was conducted in early 2018. In France and Poland, more consumers have purchased a premium private label product (37% in France, 35% in Poland) than a value private label product (29% and 28%, respectively).Even though price is no longer the only reason for consumers to purchase private label, it is still an important consideration for many. Over seven in ten consumers in key European markets (80% of German, Italian and Spanish, 77% of French and 76% of Polish consumers) state that they compare prices between branded and own label products.Europeans also overwhelmingly agree that the quality of private label products has improved over the last few years, with 80% of Spaniards stating that this is the case. The rest of Europe is not far behind, with Italian (75%), German (73%) and French (72%) consumers also showing strong support for this statement. Half of those in France (51%), Poland (51%) and Germany (50%) also say that buying own label products is ‘something a smart shopper would do’.“Private label is one of the main areas where retailers can create a point of differentiation and stand out in an increasingly competitive retail market. There are ample opportunities for retailers to use premiumisation to capitalise on shoppers’ increasingly sophisticated tastes and to redefine consumer retail brand expectations. With conscious consumption going mainstream, premium private labels with provenance, heritage ingredients, and craft credentials can justify a higher price tag for many consumers.” Witham concluded.Related news
![Could Mexico’s salt-cutting measures extend to reformulation?](/47/pdcnewsitem/12/47/45/th124745.png)
Could Mexico’s salt-cutting measures extend to reformulation?
25 Jun 2024
Mexico’s consumer watchdog has called on food industry to reduce salt in processed products available in the country to reduce cardiovascular diseases.
Read more![Will ASEAN harmonise food marketing rules for children?](/47/pdcnewsitem/12/47/17/th124717.png)
Will ASEAN harmonise food marketing rules for children?
21 Jun 2024
ASEAN Health Ministries and UNICEF release new guidelines on how food and beverage brands should market their products to children to protect them from harm.
Read more![Food scientists uncover new way to preserve nutrient and flavour quality](/47/pdcnewsitem/12/45/35/th124535.png)
Food scientists uncover new way to preserve nutrient and flavour quality
29 May 2024
Researchers have developed a method that guarantees food safety for low-moisture products, such as dried milk, while maximising quality by retaining vitamins, minerals, and flavours, they say.
Read more![Gatorade turns on the tap, introducing alkaline water to its latest product offerings](/47/pdcnewsitem/12/43/14/th124314.png)
Gatorade turns on the tap, introducing alkaline water to its latest product offerings
10 May 2024
PepsiCo’s Gatorade has diversified its product portfolio, launching unflavoured alkaline water and energy drink mixes.
Read more![Plant-based marketing 101: How to create a standout plant-based dairy product](/47/pdcnewsitem/12/42/32/th124232.png)
Plant-based marketing 101: How to create a standout plant-based dairy product
30 Apr 2024
Aurore de Monclin from HMT, the marketing firm that helped rebrand Oatly, shares her tips to create a plant-based dairy brand that stands out from the crowd.
Read more![Balenti adds the benefits of baobab to functional nut butters](/47/pdcnewsitem/12/41/94/th124194.png)
Balenti adds the benefits of baobab to functional nut butters
19 Apr 2024
French startup Balenti uses sustainably sourced, wild-harvested baobab fruit to make its healthy nut butters with functional benefits.
Read more![US legislative push to ban 7 food additives in schools](/47/pdcnewsitem/12/42/04/th124204.png)
US legislative push to ban 7 food additives in schools
17 Apr 2024
Proposed legislation would prohibit the use of seven additives – six artificial colours and titanium dioxide – in food and drink served in US state schools.
Read more![Portugal officially adopts NutriScore](/47/pdcnewsitem/12/41/57/th124157.png)
Portugal officially adopts NutriScore
10 Apr 2024
Portugal has adopted the NutriScore as its official – but voluntary – front-of-pack nutrition label to promote healthy eating, with researchers calling this “a great victory for science and public health”.
Read more![R3PACK Consortium backs BPA ban](/47/pdcnewsitem/12/41/14/th124114.png)
R3PACK Consortium backs BPA ban
9 Apr 2024
The EU-funded research project, R3PACK, urges a ban on Bisphenol A (BPA) and calls for rigorous rules, promoting transparency and prioritising health and the environment.
Read more![Ultra-processed food intake in South Africa at concerning levels, study suggests](/47/pdcnewsitem/12/39/42/th123942.png)
Ultra-processed food intake in South Africa at concerning levels, study suggests
19 Mar 2024
As South Africa considers introducing front-of-pack warning labels and strict marketing limits for unhealthy foods, research has found that low-income South Africans get around half of their calories from ultra-processed foods (UPFs) – “a cause for con...
Read more