Private labels on the offensive

Retail sales of praline show dynamic growth. Sales have expanded by 10 per cent in the July 2006 – June 2007 period, exceeding HUF 15 billion, according to the Retail Index of Nielsen. Praline is sold mainly in modern store types, with 75 per cent of sales concentrated in over 400 square meter stores. The expanding private label assortment of discount chains has played a key role in this change, with their market share reaching 21 per cent in April-May. In terms of value, praline accounts for the same percentage of sales in the chocolate category as chocolate bars. Consumer prices show diversity. The price of the most popular, alcohol-free mono-praline has fallen, while that of mixed and alcoholic pralines show a slight increase.