GfK: every fourth purchased item is private labeled

The market share value of private labeled products decreased slightly in 2012, compared to 2011 reaching an annual average of 25 percent.

First, the B brands could strengthen at the expense of commercial brands. The  share of A brands remained virtually unchanged: these products gave nearly the half of the total FMCG sales in 2012 – shows GfK Hungária’s recent household panel study.

The private label sales decreased during 2012. The consumers spent the previous spendings on so called B brands ie. smaller manufacturer brands without marketing support.