At the sixth International Conference on National Brand & Private Label Marketing Research, recently held in Barcelona, more than 40 experts analyzed the new marketing strategies in the food sector.
One of the first conclusions when it comes to current trends is that "supermarkets in Spain are increasingly betting on organic private label."
Spain is the EU country with the second largest expenditure on private label products, which account for 42% of consumer spending. Only in the United Kingdom is this percentage higher, as revealed by the Open University of Catalonia (UOC) in a statement. Also, according to figures from the 2017 Distribution and FMCG balance report, Spain's consumption of products marketed under an organic label has also increased by 14%. Four out of ten Spanish households are already purchasing this type of foods.
Given this simultaneous growth in the demand for organic products and private label products, large supermarket chains have "chosen to create their own organic private labels." Examples of this are Carrefour, with Carrefour Bio; Lidl, with Luipilu and Bio Organic, and Aldi, with Gutbio.
Furthermore, major brands are showing their commitment to reducing their environmental impact. An example of this is the use of 100% compostable and biodegradable packaging for fruit and vegetables, recently announced by Aldi. Such actions are the result of the knowledge that "today's consumers will punish those who don't work in a socially responsible manner."
Source: Efe/lavanguardia.com
