The 18th edition of the report on private label food products in Italy has been presented during the 2022 edition of Marca by Bologna Fiere trade show and brought good news. In the first quarter of 2022, sales of private label food products returned to growth, and at a higher rate than the total market (+2.7% vs +1.6% in value). And this is despite higher inflation (2.3%).
This was explained by Gianmaria Marzoli, Retail solutions Vice president Iri-Information Resources, who talked about the trend of the F&B sector in 2021. As for the tensions in the market, Marzoli pointed out, “The sector’s response to the price increase was to cut promotions by -1.8%, however, without affecting volumes which grew by +1%.”
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OWN BRANDS FOCUS MORE AND MORE ON PREMIUM
In 2020, private label sales had exceeded 20% of total food sales in Italy for a value of 11.8 billion euros. Last year was instead characterized by a physiological downturn. Market share fell to 19.8%, for a turnover of 11.7 billion euros. Nevertheless, this result exceeds that of 2019 by +9%. Considering the omnichannel market, own brands reached a share of 27% in 2021, mainly thanks to the performance in discount stores. The assortment share reached 15%, up +0.3% in 2019.
Specialty and high value-added lines confirmed excellent performance: premium +13.6%, functional +6%. The organic segment, after a growth by +6.8% in 2020, increased +1.5%.
PRIVATE LABELS IN EUROPE
In major European markets, F&B private label sales exceeded €250 billion in FMCG. The share of total food sales in the first quarter of 2022 was 24% in the UK, 22% in Germany, and 18% in France.