Private label share may reach 25% in food at Real

Real overhauled its retailer brands last year, eliminating a number of smaller ones and introducing 850 items under the Real Quality brand.

 Real aims to increase private label’s
market share to 25% of food sales, up from 15%, in the next few
years. The sales growth could be driven by two key factors—the
consumer’s desire for greater value and the retailer’s new
private label programme.
The move to a more unified branding
structure helps the retailer as it moves outside Germany. “We’re
internationalising now,” according to a senior executive. “In
Poland and Turkey we’re competing against Carrefour and Tesco, in
Russia and Romania against Carrefour – that has forced us to focus
on true own-brand as a way of building our presence.”