The turnover of retail chains’ private label products amounts to 165 billion forints in six months

In six months the private label products of food retailers generated a HUF 165 billion turnover – 2 percent less than in the first six months of 2009. Private labels had the biggest value share in the pet food category (48 percent), frozen products and household paper products (43-43 percent). Where manufacturer brands are strong, private labels perform below the average.

From spirit, coffee, tea and sweets sales private labels only carved out a 14-17 percent share. The main reason for PL products’ popularity is that consumers think they represent the same quality as manufacturer brands. The majority of shoppers also say the same thing is true for their packaging.