ISBN 1-85765-652-0

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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Estimated Own-Brand Share of Total Retail Sales by Value ( percent), 1991-1996

Table 2: Trends in Own-Brand Share of the Top Five Supermarket Chains by Value ( percent), 1991-1996

Market Size

THE TOTAL MARKET

MARKET SECTORS

GLOBAL AND EUROPEAN PERSPECTIVE

Table 3: UK Sales of Own-Brand Products (£bn at rsp and 1991=100), 1991-1996

Table 4: Own-Brand Sales in the Grocery Sector by Product Category (£000 and percent), 1995

Table 5: Own-Label Share in the Health and Beauty Market by Product Category (£000), 1995

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 6: Estimated Own-Brand Sales by Major Retailers ( percent of total sales), 1994 and 1995

Table 7: Main Media Advertising Expenditure on Own Brands by Selected Leading Retailers and Distributors (£000), Year to September 1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PREFERENCES

Table 8: Respondents Who Regularly Buy Own-Label Products ( percent), November 1996

Table 9: Own Label Buying Preferences by Age ( percent), November 1996

Table 10: Own Label Buying Preferences by Social Class ( percent), November 1996

Table 11: Own Label Buying Preferences by Region ( percent), November 1996

Outside Suppliers to the Industry

INTRODUCTION

NATIONAL BRAND MANUFACTURERS SUPPLYING OWN BRANDS

Current Issues

THE DECLINE OF GREEN OWN BRANDS

OWN-BRAND LOSS LEADERS

CHANGES IN PET FOOD

OWN BRANDS' GROWTH IN SAVOURY SNACKS

THE DECLINE OF SUBBRANDS

KWIK SAVE TO INTRODUCE OWN-BRAND RANGE

VEGETARIAN OWN-BRAND MARKET

NEW OWN-BRAND MARKET SECTORS

OWN-BRAND BABY CARE

OWN-BRAND POWER TOOLS

CONSUMER SOPHISTICATION AND LESS TIME

EUROPE AND GLOBALISATION

Forecasts

FACTORS INFLUENCING DEMAND

FORECASTS 1997 TO 2001

Table 12: Forecast Own-Brand Sales (£bn), 1997-2001

Table 13: Forecast Own-Brand Share of Total Retail Sales ( percent), 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

This report covers the development and direction of the own-brand concept in the 1990s. The report deals mainly with the grocery sector, the original developer of own brands, but also covers the emergent own-brand sectors including do-it-yourself (DIY) retailing, chemist retailing and wholesale cash and carry. However, at present, these remain minor sectors in both value and volume terms and are, therefore, treated in less detail. However, their inclusion indicates that the own-brand market in the UK is rapidly diversifying.

Key Note estimates that in 1996, total sales of own brands were worth £48.4bn. This represents a 35.2 percent increase over the 1991 level. The main reason for the growth in own-brand sales has been the intense competition between the grocery multiples in 1995/1996, which has seen severe discounting of popular own-brand items in order to stimulate customer loyalty in conjunction with the spate of loyalty card offers launched.

The grocery retailers have purposefully chosen the most popular items -- baked beans, sauces, foil and tinned fruit -- in order to promote generic own brands, and an overall reduction of the cost of a typical shopping basket. Naturally, the multiples have looked to increase sales of more expensive branded items at the same time. Therefore, in effect, own brands were used extensively as loss leaders in 1995. However, the overall range of own-brand products has grown, as has their variety and level of quality. Own brands have been instrumental in introducing new products in many sectors including pet foods, salads, cooked meats and coffee.

With the growing diversity in own-brand ranges, there has been a casualty, namely subbrands, which have been largely removed from sale following the discovery that consumers were confused by these products. Additionally, there has also been a growth in the number of legal cases brought by branded goods manufacturers against the multiples concerning lookalikes.

In 1994, own brands appeared on the brink of decline, but have grown due to heavy discounting and large volume sales. With this intense competition has come the news that few branded manufacturers feel able to remain outside the own-brand market, and the proponents of own-brand goods loudly applauded the decision of HJ Heinz to enter private label manufacture in 1996 for the first time. Growth of 21.5 percent in own-brand sales is forecast between 1997 and 2001.

Text © 1997 Key Note

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