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The PLs role in Spanish FMCG sustainable markets: an (almost and so far) missed opportunity?

V. Labajo, C. Martínez de Ibarreta Zorita, C. Valor

2nd International Conference on Advances in National Brand and Private Label Marketing - NB&PL 2015, 12 junio 2015


Summary:

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 (2012–2013, 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.


Keywords: Sustainable labels; FMCG; Private labels; Retailer strategy; Spain


DOI: DOI icon https://doi.org/10.1007/978-3-319-20182-5_16

Publication date: June 2015.



Citation:
Labajo, V., Martínez de Ibarreta Zorita, C., Valor, C., The PLs role in Spanish FMCG sustainable markets: an (almost and so far) missed opportunity?, 2nd International Conference on Advances in National Brand and Private Label Marketing - NB&PL 2015, 12 June 2015.

IIT-15-225C

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