How manufacturers with a single category brand have expanded their portfolios

Posted by Filipa Silverio on Aug 31, 2021

Our first two articles look at brand portfolios: manufacturers with a single category brand are increasingly building multi-brand portfolios and this type of portfolio is especially the case where the manufacturer leads the category.
Also this week, we look at Private Label: the past 18 months has led to many people having monetary hardship but also many who have been able to save money – this remains a balance as we see no increase in Private Label shares on average across Western Europe.

  1. Over the 5 years to 2019, manufacturers with a single category brand have expanded their portfolio – 16% of large single brands (Apex) and 13% of small single brands (Solo) have been joined by other small brands.
  2. If a manufacturer has the highest share in a category, two-thirds of the cases are via a multi-brand portfolio with one in two also having the largest brand.
  3. Despite the continued effects of the pandemic and although PL shares are up in Italy and Spain, the overall average is stable and has been for nearly 5 years.