Private labels in Spain and the challenge of sustaining sustainable FMCG markets

Abstract

The purpose of this paper is to gain insights into the retailer´s and the private labels´ role in the growth of the sustainable Spanish FMCG market; in particular, it will describe the current situation of sustainable third-party granted labels (Organic, Fair Trade, FSC, MSC, Rainforest Alliance, Ecolabel and Leaping Bunny), based on Nielsen retailers panel Scan Track (2012- 13, Madrid region). To assess the current role of PLs in the sustainable market, it examines private labels and national brands sales (units and ), numerical distribution (percentage of retailers selling the product), prices and sales in promotion (units and ). The findings show that national brands are still leading the sustainable market, but there is room for the development of growing and high-value niche markets by retailers.

The purpose of this paper is to gain insights into the retailer´s and the private labels´ role in the growth of the sustainable Spanish FMCG market; in particular, it will describe the current situation of sustainable third-party granted labels (Organic, Fair Trade, FSC, MSC, Rainforest Alliance, Ecolabel and Leaping Bunny), based on Nielsen retailers panel Scan Track (2012- 13, Madrid region). To assess the current role of PLs in the sustainable market, it examines private labels and national brands sales (units and ), numerical distribution (percentage of retailers selling the product), prices and sales in promotion (units and ). The findings show that national brands are still leading the sustainable market, but there is room for the development of growing and high-value niche markets by retailers.