Higher-income families are more intense private label buyers

According to the Private Labels Analysis report of GfK, the share of private label products in total FMCG sales grew by 1 percentage point to 25 percent last year, primarily to the detriment of so-called ‘B’ brands. Private label (PL) products are the most popular in the frozen food and pet food categories, and among wet wipes and cotton wool products. In 2016 every Hungarian household purchased a PL product at least once, on average 119 times a year, for HUF 1,119.

Within the group of PL product buyers there is a layer which shows a more intense demand for these products than the average. They represent 24 percent of Hungarian households and they are responsible for half of the total PL spending. It is also them who spend 45 percent of their FMCG budget in the discount supermarket channel (the channel’s share in total FMCG spending is 30 percent). The typical intense PL buyer household has children and lives in a city in the North West of the country. Their income is higher than the average.

The 40-49 age group is overrepresented among intense private label buyers and the proportion of households with members older than 60 years is low. Among the customers of discount supermarkets we can see that there are more and more households with members below the age of 40. What is more, they also spend more per buying occasion than before. They tend to visit these stores to buy sweets, snacks and fresh product categories. //

_{Krisztina Bakonyi-Kovács
senior product consultant
GfK}