With its obvious appeal to downgrading consumers, and its higher margins for retailers, the private label is a key tool of the times. In Europe and the US, private label products have gained ground across all major categories as retailers have sought to modify strategies to keep pace with the needs – and limitations – of consumers.
First World retailers have demonstrated, with great agility, impressive leeway for private label manoeuvreability. Some retailers, like Tesco, have invested in more complex own label positioning that satisfy consumers at both ends of the market. Another private label development has seen greater collaboration between retailers and manufacturers with a view to enjoying the cost-saving benefits of co-branded, customised solutions. And, in certain instances, the foodservice industry has claimed its share of the private label pie by taking its goods to the retail market.
But the recession has also demonstrated the power of the familiar, the established, the tried-and-trusted embodied in the national brand. So confirms Britain’s 100 Biggest Brands 2010 report. Compiled by The Nielsen Company, this annual report ranks the UK’s 100 top selling grocery brands.
Retaining the number 1 spot this year is the larger-than-life Coca Cola. The 110 year-old brand grew sales 4.9% in 2009. Other centenarian brands featured in the top 20 are Cadbury Dairy Milk and Heinz. The oldest brand in the popularity league is Twinings. At 304 years of age, the tea brand continues its upward movement.
The 2009 sales value of the top 100 brands accounted for £16.7 billion (12.9%) of the total £130 billion grocery market, and reflected a 4.5% a year-on-year increase – ahead of the 3.8% total market growth for the year.
Click here to view Britain’s top 25 brands.
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