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1、THERISEANDRISEAGAINOFPRIVATELABELCopyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Thereisanewretailrevolutionunderway,andit’sgoingtoaffectthefoodindustryacrosstheglobeoverthenextfiveyearsinwayswehaveneverseenbefore.We’retalkingaboutt
2、hedevelopmentofprivate-labelproductsandthenewchallengesthatthiswillpresentforbrandsandmanufacturersacrosstheglobe,asretailersdevelopandmarkettheirownproductsrathermultinationalnamebrandstomeetchangingconsumerneeds.Nielseninformationacrossmorethan60countriesshowsthatp
3、rivate-labelproductscontinuetogainshareacrossallmajorgeographies.Therelentlessstoreexpansionbyretailersoverthepastdecadehasgivenshoppersmoreaccesstoprivatelabelandtobrands.Inrecentyears,e-commercehasgivenbrandsanotherwaytoreachtheconsumer.However,private-labelgrowthi
4、salsobeingdrivenbythewiderchoicethatthedigitaleconomyofferstoconsumersandtheglobalizationofshoppingtrends(media,technology,e-commerce).Thisgrowthisalsoacceleratingwhereverdisruptionispresentinthetradestructure.Forexample,weseethiswiththemarketsharegrowthofdiscounters
5、inthedevelopedmarketsofWesternEurope.GLOBALPRIVATELABELValueShareGrowth2015-201630.5%31.4%16.3%16.7%17.6%17.7%8.1%8.3%3.9%4.2%GLOBALEUNALATAMAPAC20152016EU—Europe;NA—NorthAmerica;LATAM—LatinAmerica;APAC—Asia-PacificSource:NielsenRetailMeasurementServicesDisruptionint
6、hetradestructure,however,isonlythetipofthisiceberg.Consumerstodayareconnectedatalltimesandhaveaccesstoendlessinformation.Asaresult,theirexpectationsarechangingandthey’reshoppingdifferently.Manynowseeprivate-labelbrandsasbeingCopyright©2018TheNielsenCompany(US),LLC.Co
7、nfidentialandproprietary.Donotdistribute.2equivalenttoorsubstitutableformultinationalbrands.Whenconsumersconsiderquality,manyviewprivate-labelproductsasgoodandgettingbetter.Forexample,weseethiswiththeextensionsintopremiumprivate-labelproducts,wherequalityisverygood.E
8、xamplesincludewine,specialtygroceries,coffee,andprepared/ready-to-cookchilledmealsofrestaurantquality.IntheU.S.,naturalandorganicpr
