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.
- 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.
- 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.
- 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.