The PLs role in Spanish FMCG sustainable markets: an (almost and so far) missed opportunity?
Abstract
The purpose of this paper is to gain insights into the retailer´s and the PLs´ 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 PLs´ 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.