PLMAs Presentation to

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• PLMAs Presentation to
• BBPG 3rd International Business Forum
• Private Label Director 2008
• From Private Label to retailers brand and
  successful categories
• Jean-Pierre BONVALLET
• International Business Development Representative
• Moscow 25-27 March 2008

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STAGES AND FACTORS OF PRIVATE LABEL
DEVELOPMENT
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Private Label development stages

• Generics stage
• Me too stage
• Assortment and quality stage
• Dynamic stage
• Maturity stage
• source B. SHAROFF

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PL SPLITS UP IN EUROPE ACCORDING TO the
TENDENCIES OF CONSUMPTION

• According to consumers quality/price
  expectations
• Heart of range (quality/price)
• Economic
• Premium
• Per consumers profile groups
• Babies
• Children
• Mothers
• Seniors
• Themes
• Health (nutriceuticals)
• Well-being coolness
• Bio
• Low calories /without fat / without sugar
• Gourmand / Gourmet
• Rise of ethical values, respectful toward
  environment
• Variety seeking in food Ethnic, Exotic, Region,
  Traditional

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Heart of range
Economic
Regional Traditional
Bio Organic
Exotic
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In the USA the tendencies of PL reflect the new
population trends

• Greater ethnic varieties
• Population of increasing age
• Increasing awareness of the health aspect
• Greater need for practicity

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Greater importance of the value-added PL

• Trader Joe

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SUCCESSFUL CATEGORIES

• FACTS AND FIGURES IN EUROPE AND USA

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Market share of PL EUROPE in 2006 per categories
and per country in VALUE ()
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Market share of PL EUROPE in 2006 per categories
and per country in VOLUME ()
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MEASURE THE GROWTH PER CATEGORIES
Increase of 5 and Increase of 2 to
5 Increase of 0.1 to 1.9 Stagnation Decrease
of 0.1 à 1.9 Decrease of 2 à 5 Not measured
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COMPARISON OF THE CATEGORIES OF PRODUCTS IN the
NORTHERN EUROPE IN VOLUME ( 2005 )
Source AC NIELSEN, PLMA
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COMPARISON OF THE CATEGORIES OF PRODUCTS IN the
SOUTHERN EUROPE IN VOLUME ( 2005 )
Source AC NIELSEN, PLMA
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Comparison of the categories of products in
Scandinavia (volume)
Source AC NIELSEN, PLMA
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YOGHOURT
Volume Value
D 61.5 46.5 A 43.3 34.1 E 42.7
28.6 B 37.7 13.6 F 33.7 22.8 GB 23
21.8 PT 32 21.1
Source AC NIELSEN, PLMA
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FRUIT JUICE
Volume Value
B 69.9 58.2 D 65 56 F 66.6 53.8 E
52.7 42.3 DK 46.4 30.6 I 43.3 38.4 SK
35.5 24
Source AC NIELSEN, PLMA
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FROZEN PIZZA
Volume Value
GB 33.7 35.1 B 32.9 21.4 D
36.6 34.7 CZ 54.1 40.2 PL 43.3 30.6 H
42.5 29.9 I 25.9 24.1
Source AC NIELSEN, PLMA
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LIQUID WASH
Volume Valeur
B 49 23.9 D 45.3 34.3 F
44.7 31.8 CZ 37.2 17.8 SP 40.8 26.7 PT
40 24.2 A 33.5 24.7
Source AC NIELSEN, PLMA
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TISSUES
Volume Valeur
B 72.3 50.1 F 72.2 58.3 GB
48.5 52.7 SK 38.9 31.9 E 64.6 58.9 D
59.8 49.3 S 58.7 60
Source AC NIELSEN, PLMA
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LEADING USA CATEGORIES IN VALUE (1)

• annual sales (in billion
  dollars)
• Milk 8
• Bread/bakery 4
• Cheese 3.5
• Paper products 2.9
• Medicines 1.9
• Fresh fruits and vrgetables 1.9
• Prepacked meat 1.5
• Frozen meat and seafoods 1.5
• Pet food 1.5
• Caterer /fresh 1.3

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LEADING USA CATEGORIES IN GROWTH RATE

• of increase in PL
  sales all circuits
• Gardening 32
• Non-alcoholic beverages 24
• Pet care 20
• Babies care 19
• Dairy products and cheese makers 17
• Caterer /fresh 15
• Sugar and substitutes 13
• Bags and packaging 13
• Kitchen equipment 13
• Meals 12

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THANK YOU FOR YOUR ATTENTIONJean-Pierre
Bonvalletjpbonvallet_at_promoexpos.comTél 33
(0)1 56 79 01 01Fax [phone]