The supermarkets don’t just want to sell groceries. They also want to sell the groceries as their own. A recent analysis from the Nielsen Company shows a large increase in the number of private labels in the grocery sector, which is something Superfos has experienced too. The packaging supplier recently delivered two million plastic containers for private label shrimps in Italy.

Food products with private labels are becoming more and more visible in supermarkets all over the world. This is mainly due to the recession – consumers want to save money where they can and private labeling enables the supermarkets to sell the products cheaper.

In the end, this is a new trend that everyone benefits from; the customers, the supermarket chains and the packaging suppliers.

An analysis made by the Danish Nielsen Company in May 2009 shows that private labels make up 21 per cent of the total food sale world-wide and it is expected to increase to 30 per cent before 2015. Switzerland is the country with the highest number of private labels in the grocery sector, where 37 per cent of their grocery sales are private labels, compared to only 13 per cent in Denmark and Italy.

Private labels popping up in Italy
Italy will soon leave Denmark behind though, if it keeps its current pace where private labels are popping up everywhere.

Superfos in Italy recently delivered two million UniPak containers for private label shrimps under the COOP brand. This is one of the examples of how the recession sometimes has certain advantages for the leading packaging supplier. Torben Nielsen Area Sales Manager says:

“It’s a trend on the rise for supermarkets in Italy to sell products as their own brand. We welcome this trend because for us it means that we can be sure of delivering large volumes of the containers, which allows for an optimisation of the production, transport, etc.”

Apart from the financial advantage, the supermarket chains also benefit in other ways:
“Private labels make it possible to create coherence between the name of the shop and the products. The supermarket is able to make more decisions themselves as e.g. marketing strategy and not least the choice of packaging,” Torben Nielsen ends.