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市場調査レポート

ポーランドのプライベートブランド市場:市場分析と今後の発展予測

Private label in Poland 2015-Market analysis and development forecasts for 2015-2020

発行 PMR 商品コード 223203
出版日 ページ情報 英文 96 Pages
納期: 即日から翌営業日
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ポーランドのプライベートブランド市場:市場分析と今後の発展予測 Private label in Poland 2015-Market analysis and development forecasts for 2015-2020
出版日: 2015年11月01日 ページ情報: 英文 96 Pages
概要

ポーランド国内のプライベートブランドのシェアは、最先端技術を用いていない製品カテゴリーや、ブランドが重要視されていない生鮮食料で最大となっています。プライベートブランドを選択する理由としては、価格や品質のほか、プライベートブランドに対する消費者の関心も挙げられます。スーパーマーケットでは自社のプライベートブランドの品目数を拡充して、ディスカウントストアに対抗しようとしています今後も市場成長の余地は残されていますが、成長率は徐々に低下する見通しです。

当レポートでは、ポーランドにおけるプライベートブランド(プライベートラベル)市場について分析し、ポーランドの経済的状況や、小売業の市場規模・構造、小売業に占めるプライベートブランドの比率、消費者のプライベートブランドの購入行動・動機、店舗・流通形態、最新の市場動向、主要企業のプロファイル、今後の市場規模の動向見通しなどを調査しております。

目次

分析手法

エグゼクティブ・サマリー

マクロ経済概況

  • 現状分析
  • 短期的予測
  • 中期的見通し(今後5年間分)

プライベートブランドの領域での購入慣習の分析

  • 分析手法
  • サマリー
  • 調査回答者サンプルの構成
  • プライベートブランドの認知度
  • プライベートブランドを購入する/しない動悸
  • プライベートブランドのイメージ

市場の概要

  • 市場規模と成長率
  • 製品カテゴリー
  • 流通チャネル
    • ディスカウントストア
    • スーパーマーケット
    • 小型店舗
    • ハイパーマーケット
  • 代表的企業

主要企業のプロファイル

  • Jeronimo Martins
  • Lidl
  • Tesco
  • Carrefour
  • Intermarche
  • Kaufland
  • Polomarket
  • Auchan
  • Netto
  • E.Leclerc
  • Stokrotka
  • Alma

プライベートブランド・データベースの分析

  • 基礎製品バスケットの内部(購入金額)の比較
  • プライベートブランド製品の中での各製品カテゴリーのシェアの比較

データベース:ポーランド国内の小売業者のプライベートブランド展開状況

図表一覧

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目次

This innovative publication provides the latest details on the trends, value and structure of the market for private label retail products sold by major grocery retailers across Poland. It is a reliable source for recent sales data , analysis of important market trends and strategic updates on the key producers and retailers of private label product lines.

The report also includes forecasts for overall development in the private label market in Poland and enables readers to compare best selling private label products in a variety of categories.

Benefit from in-depth, professional analysis of...

  • Expansion possibilities in the private label sector of Polish grocery retail
  • Value and structure of today's private label market in Poland
  • The private label product lines available from key Polish grocery retailers
  • Grocery retailer plans to add new products to their current selections
  • A group of select private label products offered by key grocery retailers and produced by various manufacturers.

This report answers key questions about important issues...

  • What are the sales totals for the private label products market in Poland?
  • How much of the total sales achieved by grocery retailers in Poland can be attributed to private label products?
  • How are market and external trends expected to affect growth?
  • Which Polish grocery retailers have plans to add new products and new categories to their private label lines?
  • What does the PMR team of experienced analysts predict for this market in terms of development during the period 2015-2020?

Did you know...

  • Private-label goods represent the highest share in products categories which are less technologically advanced products and in unprocessed foods where the specific brand has no significant relevance and products do not differ much one from another.
  • The segment of discount stores is the largest distribution channel for private-label products where they represent over 50% of sales. However, discount stores' shares has begun to shrink due to the slowing growth of the channel in the wake of rising demand for various products, e.g. fresh products and new launches of producer-owned brands.
  • Most respondents who know the notion of private label report that they buy private-label products (83%).
  • Respondents usually decide to buy private-label goods when they shop for toiletries, e.g. toilet paper (42%) and hand soap (37%).
  • Sales of private labels by small stores grow at the fastest pace as new brands and products are introduced to stores run by fast-growing franchise networks.

Review our extensive product database, which enables...

  • Comparison of specific private label products according to the size and weight of each package
  • Examination of the private label products contained in the lines offered by Poland's grocery retail outlets
  • Evaluation of a broad range of private label products sold by ten of Poland's top grocery retailers.

Users turn to this report for assistance with...

  • Plans for new private label retail operations
  • Comparison of the product lines offered by Poland's leading grocery retailers
  • Key business issues associated with the manufacture and sale of private label products in Poland
  • Estimating potential earnings from the sale of private label products
  • Strategic planning for production and sales operations on the private label market in Poland.

Extract from this report

  • Biedronka is the undisputed leader of the private-label market with estimated sales of PLN 18.4bn (€4.3bn) in 2015.
  • The expansion of the market in the coming years will be the result of further development of the market offer in volume terms, but, most of all, it will be fuelled by greater demand for better quality, and therefore slightly more expensive, products, including premium products and healthy/organic food.
  • Private label sales rise the fastest in the channel of small stores. Their fast-paced growth is driven by the fact that all the major wholesale distributors, which specialise in food or chemical products, launch and develop the offer of private-labels products. Moreover, convenience stores, e.g. Zabka and Carrefour Express, also deserve a mention, as being on a fast-track growth path, they also contribute to boosting sales of private-label products by small stores.
  • The slowest pace of growth has been observed in the channel of hypermarkets, which lose customers to discount stores and shops located the shortest distance from consumers' home where consumer can spend less time shopping. Hypermarket sales are expected to accelerate slightly in the coming years as part of the customers should return to large-format retail facilities, though their market share will continue to shrink.

Market commentary by expert

"The private label market in Poland is an expanding market and it still offers prospects for growth, though the pace at which it develops gradually starts to slow down.

The sluggish growth of the market is driven by the slower growth of sales of private label products through discount stores, which currently represent 66% of the market as a whole. This applies in particular to Biedronka, the market leader, whose private labels' share in total sales steadily decreases from year to year (it currently stands at around 50%, compared to 58% in 2009). A similar trend can be observed in Lidl, which has recently significantly expanded the range of branded products.

Moreover, it should be noted that all the major retail chains already sell private label goods in the fastest-moving categories, so new products to be added will not generate so spectacular growth across the entire market. The development of the offer in terms of volume will be slowed down at least by the floor area of retail outlets. Accordingly, the growth of the market in the coming years will be primarily driven by increased demand for private label products, whose popularity increases from year to year, and, secondly, by the growth of the offer in terms of volume.

However, this does not mean that number of private labels offered by chains will not increase. Other retailers and wholesalers introduce private-label products to their offer, while chains which already carry them add new brands, categories and products and they also refine the existing ones by improving their quality."

Paulina Walewska , Retail Analyst, PMR

Table of Contents

Methodology

Executive summary

Macroeconomic overview

  • Assessment of 2014
  • Forecast for 2015
  • Mid-term outlook for 2015-2019

Survey on shopping habits in the area of private labels

  • Methodology
    • Survey organisation
    • Survey structure
    • Survey focus
    • Interpretation of tables and graphs
  • Summary
  • Demographics of the respondent sample
  • Awareness of private labels
  • Motivation for buying or not buying private labels
  • Image of private labels

Overview of the market

  • Value and growth of the market
  • Product categories
  • Channels of distribution
    • Discount stores
    • Supermarkets
    • Small-format stores
    • Hypermarkets
  • Leading players

Profiles of selected retailers

  • Jeronimo Martins
  • Lidl
  • Tesco
  • Carrefour
  • Intermarche
  • Kaufland
  • Polomarket
  • Auchan
  • Netto
  • E.Leclerc
  • Stokrotka
  • Alma

Analysis of the private label database

  • Comparison of the value of the basic product basket
  • Comparison of the share of individual categories in the private label product offer

Database of private labels in Poland 2015

Graphs

  • Structure of respondents in Poland, by gender (%), Q3 2015
  • Structure of respondents in Poland, by level of education (%), Q3 2015
  • Structure of respondents in Poland, by age (%), Q3 2015
  • Structure of respondents in Poland, by place of residence (%), Q3 2015
  • Structure of respondents in Poland, by net income per person (%), Q3 2015
  • Names of stores where respondents shop for groceries most frequently in Poland (%), Q3 2015
  • Private label definitions given by respondents in Poland (%), Q3 2015
  • Respondents who buy private label products in Poland (%), Q3 2015
  • Selection criteria for private labels in Poland (%), Q3 2015
  • Reasons for not buying private labels in Poland (%), Q3 2015
  • Assessment of quality of private labels in Poland (%), Q3 2015
  • Propensity to buying unfamiliar brands in Poland (%), Q3 2015
  • Buying private labels at the same price as brand products in Poland (%) Q3 2014
  • Buying private labels at the same price as brand products in Poland (%) Q3 2015
  • Reasons for interest in private labels priced the same as brand-name products in Poland (%), Q3 2015
  • Reasons for lack of interest in private labels priced the same as brand-name products in Poland (%), Q3 2015
  • Value (PLN bn) and growth (%) of the private label market in Poland, 2011-2020
  • Volume and value share of private labels on selected European markets (%), 2014
  • Volume and value share of private labels in food and non-food categories in Poland (%), 2013-2014
  • Private label market in Poland, by distribution channel (%), 2011-2020
  • Growth of private label sales in Poland, by distribution channel (%), 2011-2020
  • Value (PLN bn) and growth (%) of private label sales at discount stores in Poland, 2011-2020
  • Value (PLN bn) and growth (%) of private label sales in supermarkets in Poland, 2011-2020
  • Value (PLN bn) and growth (%) of private label sales in small-format stores in Poland, 2011-2020
  • Value (PLN bn) and growth (%) of private label sales in hypermarkets in Poland, 2011-2020

Tables

  • Selected statistics for the private label market in Poland, 2011-2015
  • Macroeconomic indices for Poland based on the fixed mid-year exchange €/PLN rate from 2014 for the years 2015-2020, 2011-2020
  • Declared awareness of private labels by demographic features in Poland (%), Q3 2015
  • Awareness of private labels of grocery products in Poland (%), Q3 2015
  • Frequency of buying private label products compared with brand name products in Poland (%), Q3 2015
  • Propensity to buy products from selected categories of private labels in Poland (%), Q3 2015
  • Overview of situation of the private label market in Poland, 2011-2020
  • Factors affecting growth of the private label market in Poland, 2014-2020
  • Examples of private labels in grocery stores in Poland, 2012 -2015
  • 20 categories with the highest value share of private labels in Poland (%), 2014
  • 10 categories with fastest growing private label share by value in Poland (%), 2014
  • Private label market in Poland, by distribution channel (PLN bn), 2011-2020
  • Share of private labels in total sales in Poland, by distribution channel (%), 2011-2015
  • Private labels in discount chains in Poland, September 2015
  • Private labels in selected supermarket chains in Poland, July 2012, November 2013, September 2014, September 2015
  • Selected private label lines in small-format chains in Poland, July 2012, November 2013, September 2014, September 2015
  • Private labels of wholesale distributors in Poland, November 2013, September 2014 and September 2015
  • Private labels in hypermarket chains in Poland, July 2012, November 2013, September 2014, September 2015
  • Leading retailers by estimated private label sales in Poland (PLN m), 2015
  • Leading retailers by estimated share in the private label market in Poland (%), 2011-2015
  • Leading retailers by estimated private label sales in Poland (PLN m), 2011-2015
  • Leading retailers by estimated growth of private label sales in Poland (%), 2011-2015
  • Revenues from sales, private label sales value (PLN m) and number of discount stores of Biedronka in Poland, 2011-2015
  • Revenues from sales, private label sales value (PLN m) and number of discount stores of Lidl in Poland, 2011-2015
  • Revenues from sales, private label sales value (PLN m) and number of Tesco chain stores in Poland, 2011-2015
  • Private labels of the Tesco chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Carrefour chain stores in Poland, 2011-2015
  • Private labels of the Carrefour chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Intermarche chain stores in Poland, 2011-2015
  • Private labels of the Intermarche chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Kaufland hypermarkets in Poland, 2011-2015
  • Revenues from sales, private label sales value (PLN m) and number of Polomarket chain stores in Poland, 2011-2015
  • Private labels of the Polomarket chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Auchan hypermarkets in Poland, 2011-2015
  • Private labels of the Auchan chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Netto discount stores in Poland, 2011-2015
  • Revenues from sales, private label sales value (PLN m) and number of E.Leclerc stores in Poland, 2011-2015
  • Private labels of the E.Leclerc chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Stokrotka chain stores in Poland, 2011-2015
  • Private labels of the Stokrotka chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Revenues from sales, private label sales value (PLN m) and number of Alma stores in Poland, 2011-2015
  • Private labels of the Alma chain in Poland: year launched, brand type, number of positions, July 2012, November 2013, September 2014, September 2015
  • Comparison of value of basic FMCG product baskets from retail chains in Poland (PLN), August 2015
  • Share of product categories in private label offer of retail chains in Poland, August 2015
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