How a brand’s Eco profile is critical to marketing strategy

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.


  1. 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?
  2. 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%).
  3. 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.