Posted by Filipa Silverio on Jan 26, 2021
This week we look at: how a brand’s profile amongst Eco segments is critical to marketing strategy; developing the theme on the Premium sector to look at categories; and how and why Private Label is still gaining share in Eastern Europe.
- For Brand 1 this is to share an Eco-Active mindset. For Brand 2 it is to play on the pro-social considerations. For Brand 3 it means changes that make no difference to the consumer such as don’t increase price. What does your brand look like?
- Supporting growth for the segment from 2013 to 2019,, there was a 21% increase in the number of premium brands overall. This added competition was especially in Beverages (+37%) and Foods (+25%).
- Discounters have a much higher than average Private Label share and their growth in E Europe accounts for the share development for Private Label. In turn, store number increases have helped to drive the Discounter shares.