Creative new packaging played a big role in building private label at Monoprix. Pascale Cartier, food and beauty Director, said in the past its packaging was old-fashioned and often closely resembled the graphics of the A-brands. The retailer now has bold new packaging, often with humorous taglines to attract shoppers. The new approach has resulted in much media coverage and increased sales.
Expanding product assortments has succeeded at Sonae MC, Portugal’s biggest food retailer. Patricia Lagarinhos, private label Director, told the audience how it is adding products in different categories at its Continente hypermarkets, Continente Modelo supermarkets and Continente Bom Dia convenience stores. Private label market share has climbed to more than 30%, not including fresh items. Market share is expected to grow as the retailer keeps investing in new product development. It is currently working on creating a line of healthy snacks.
Making sure private label has an important place on the retailer’s strategic agenda has worked for Axfood Sweden. Johnan Neuman, general manager private label, said that private label sales have climbed steadily and have reached a value market share of 28%. Eldorado is the retailer’s price fighting brand while the Garant brand is used for medium and added-value products, such as Garant Eko for organic food.
