Private label trends in Europe

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1 Private label trends in Europe Matthias Queck Discount Analyst, Planet Retail Planet Retail Ltd - All rights reserved

2 Private Label Trends in Europe Albert Heijn, Netherlands Müller, Germany 2 Planet Retail Ltd - All rights reserved

3 Overview Private Label Trends Where Private Labels Are Growing Why Private Labels Are Growing Future Challenges 3 Planet Retail Ltd - All rights reserved

4 Where Private Labels Are Growing Europe has the highest PL penetration and the highest growth rate worldwide North America 16% Europe 23% (+0.7%) Emerging Markets 6% Latin America 2% Asia Pacific 4% Source: ACNielsen, Sept Global 17% (+0.4%) 4 Planet Retail Ltd - All rights reserved

5 Where Private Labels Are Growing PL Share of Sales in Major European Markets (%), Switzerland UK Germany Spain Netherlands France Belgium Austria Italy Source: GfK/Europanel 5 Planet Retail Ltd - All rights reserved

6 Where Private Labels Are Growing Private Label Share of Retailers Sales (%) Aldi Schwarz Tesco Casino ITM Carrefour Rewe Auchan Ahold Metro Group Private label share of Europe s leading grocers (%), 2004 vs. 2003, estimated Source: Planet Retail Edeka 6 Planet Retail Ltd - All rights reserved

7 Where Private Labels Are Growing Shares by product area (%) Globally 2004, based on value sales Manufacturer Brands (-3) (-1) 75 (-1) (-0.1) (-0.4) (-0.2) Retailer Brands Refrigerated Food Paper, Plastic, Wraps Frozen Food Personal Care Cosmetics Baby Food Source: ACNielsen, Planet Retail 7 Planet Retail Ltd - All rights reserved

8 Private Label Trends in Europe Full-Range Retailers Discount Retailers Pushing PL shares by Extending lines Launching new lines: special interest premium Revamping lines Pushing PL shares by launching new lines: premium special interest 8 Planet Retail Ltd - All rights reserved

9 Private Label Trends in Europe Migros, Switzerland Rewe Group, Germany Boots, UK Colruyt, Belgium 9 Planet Retail Ltd - All rights reserved

10 Private Label Trends in Europe Discount Retailers Aldi, UK Plus, Germany 10 Planet Retail Ltd - All rights reserved

11 Private Label Trends in Europe Full-Range Retailers Discount Retailers Pushing PL shares by - Extending lines - Revamping lines - Launching new lines (special interest, premium) - reducing floor space for branded products Pushing PL shares by launching premium and special interest lines Pushing brand shares by listing more branded top products 11 Planet Retail Ltd - All rights reserved

12 Private Label Trends in Europe Discount Retailers Lidl, UK Lidl, Scandinavia 12 Planet Retail Ltd - All rights reserved

13 Why Private Labels Are Growing Why Private Labels Are Growing As always, it s all about Power and Profit 13 Planet Retail Ltd - All rights reserved

14 Why Private Labels Are Growing Shift in balance of power factors driving PL growth CONSUMERS Well informed and accustomed to PL RETAIL ENVIRONMENT Concentrated market with fierce competition RETAILER RETAIL BRANDING MANUFACTURERS Overcapacities and dependence 14 Planet Retail Ltd - All rights reserved

15 Why Private Labels Are Growing Price Differential Private Labels Versus Brands Average price of PL product compared with leading brand Brand = 100% 52% 54% 56% 57% 60% 64% 66% 73% 74% 74% Greece Germany Spain Hungary France UK Norway Switzerland Italy Netherlands BRAND 15 Planet Retail Ltd - All rights reserved

16 Future Private Label Challenges Future Private Label Challenges Accelerated growth in new categories Blurring dividing lines - Increasingly professional PL marketing - More manufacturing know-how 16 Planet Retail Ltd - All rights reserved

17 Future Private Label Challenges Accelerated growth in new categories New economy private label range for cosmetics, offered in Norma discount stores in Austria 17 Planet Retail Ltd - All rights reserved

18 Future Private Label Challenges Blurring dividing lines Private Label, or Manufacturer s Brand? 18 Planet Retail Ltd - All rights reserved

19 Future Private Label Challenges Planet Retail Ltd Benchmark Private Label: Tesco Finest (left) and Coop Fine Food (right) 19 Planet Retail Ltd - All rights reserved

20 Future Private Label Challenges Future Private Label Challenges Accelerated growth in new categories Blurring dividing lines - Increasing professional PL marketing - Better manufacturing know-how Co-operations - Between PL suppliers and retailers - between brand suppliers and retailers Suppliers becoming service providers 20 Planet Retail Ltd - All rights reserved

21 Future Private Label Challenges Co-operations Planet Retail Ltd French brand manufacturer Fromagerie Bel sells its Babybel cheese with the Aldi label "Be light" on it. 21 Planet Retail Ltd - All rights reserved

22 Future Private Label Challenges Co-operation or confrontation! Asda marketing and brand director Richard Hodgson described it as his job to 'undo' the marketing of brands sold in Asda stores and to drive consumers to the retailer s private label offering instead. Planet Retail News, 11 May Planet Retail Ltd - All rights reserved

23 Future Private Label Challenges Co-operation or confrontation! Planet Retail Ltd ASDA Essentials, UK 23 Planet Retail Ltd - All rights reserved

24 Summary Where Private Labels Are Growing Europe: highest penetration and growth rate Growth seen in strong and weak PL categories some discounters are extending the brand ranges Why Private Labels Are Growing Shift in balance of power: Control over supply chain Retail branding Higher margin contribution Future PL Challenges Blurring dividing lines Co-operation or confrontation 24 Planet Retail Ltd - All rights reserved

25 Summary 25 Planet Retail Ltd - All rights reserved

26 Our comprehensive report Private Label Trends Worldwide, 2006 is available from

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