Post on 11-Sep-2019
BUILDING A HUMAN FACEBUILDING A HUMAN FACE THROUGH PRIVATE LABELStewart Samuel, Program Director, IGD Canada
This morning’s presentation
Building a brand identify
Finding the balance for CPGs
The changing role of private label
© IGD 2013Source: IGD Research
One of our five key trends to watch
1. Living better for less 3. Digitising the store2. Backing winning formats
5 Retail brands4 Fl ibl f lfil t
© IGD 2013Source: IGD Research
5. Retail brands building a human
face
4. Flexible fulfilment
The scope is widening
Super Premium
Free FromH&B Veggie
Venture Brands
ValuePremium
Premium
Free FromOrganicsFree From Organic
C b d
Speciality
KidsPet
BabyHealthy Eating
Co‐brand
ValueCore
Value + Discount
© IGD 2013Source: IGD Research
Value
Momentum is accelerating
Generation 6:
Generation 4: From private
Generation 5: Leveraging brand equity
Towards total transparency and interactivity
Generation 2:
Generation 3: Growing differentiation
From private label to retailer brand
Generation 1:
Developing category approach
Limited retailer power
© IGD 2013Source: IGD Research
Generation 6 moving away from generics to being “unique”
Re‐stating value unique
Signature core brands
Make premium specialp p
Interact with shoppers
Tailorisation
Eco warrior
© IGD 2013Source: IGD Research
Building brands
Re‐modelled to add more individuality and charactercharacter
© IGD 2013Source: IGD Research, Retailers’ images
Guaranteed Value, Stop & Shop, Ahold, US
M Savers, Morrisons, UK 365, Delhaize, Belgium
Core ranges developing their own personality
Th S k A i S f USThe Snack Artist, Safeway, US Tesco, UK
Gott Liv, ICA, Sweden
Albert Heijn, Netherlands
© IGD 2013Source: IGD Research, Retailers’ images
Sweden
‘Me‐too’ belongs in the past
ICA, Sweden Eroski, Spain
SafewayWoolworths
© IGD 2013
Safeway, USA
Woolworths, Australia
Source: IGD Research, Retailers‘ images
Mirroring shopper sentiments and trends
Diet & weight loss Vegetarian
Sport and Wellness
Functional foods Regional
’You Count‘Waitrose,
UK‘Veggie‘
Spar, Austria‘Super Pasta‘Wegmans, US
‘Fit&Active ‘Aldi, USA
‘Regional’ Rewe, Germany
EcologicalNaturalFree From SustainableChildrens‘
‘G Såkl ’ ‘AH & lijk ’
© IGD 2013Source: IGD Research, Retailers’ images
‘Garant Såklart’ Axfood, Sweden
‘Delhaize Kids’ Delhaize, Belgium
’Free From’ Sainsbury’s, UK
‘AH puur&eerlijk ’ Albert Heijn, Netherlands
‘Balea Nature’ dm, Germany
Format and mission‐specific ranges
Migrolino, Migros, Switzerland ‘Good to Go’, Waitrose, UK
© IGD 2013Source: IGD Research, Retailers’ images
Investment continuing in top‐tier ranges
Tesco Finest, Tesco, UK
© IGD 2013Source: IGD Research, Retailers’ images, The Grocer (UK)
PC Black Label, Loblaw, Canada
This morning’s presentation
Building a brand identify
Finding the balance for CPGs
The changing role of private label
© IGD 2013Source: IGD Research
Low‐cost buzz creation!
Building a community
Driving word of mouth
recommendationsrecommendations
Reviews turnReviews turn social media into
gift guides
© IGD 2013Source: IGD Research, Lidl Ireland
Finding innovative ways to capture feedback
www.migipedia.ch/de/Migros, Switzerland
© IGD 2013Source: IGD Research, Retailers’ images
www.waitrosekitchentable.co.ukThe Kitchen Table, Waitrose, UK
Marketing becoming more personal and accessibleaccessible
Jumbo, Netherlands
© IGD 2013Source: IGD Research, Retailers
Weis, USA Aldi, UK
Designing your own packaging
© IGD 2013Source: IGD Research, DM
DM, Germany
Creating a unique experience
© IGD 2013Source: IGD Research, The Co‐operative Group
Tweet For A Table, The Co‐operative, UK
Engaging shoppers with range development
© IGD 2013Source: IGD Research, Asda
Asda‐Walmart, UK
Local sourcing and transparency
Woolworths, Australia
© IGD 2013Source: IGD Research, Retailers’ images
Meijer, USA
Ethics, transparency and trust
© IGD 2013Source: IGD Research, Aldi UK
Aldi, UK
Vertical integration adds dimension
The Co‐operative, UKThe Co operative, UK
Morrisons UK
© IGD 2013Source: IGD Research, Retailers’ images
Morrisons, UK
Embodying broader corporate responsibility goals
© IGD 2013Source: IGD Research, Retailers’ images
Waitrose, UK Sainsbury’s, UK
Venture brands – a new frontier?
© IGD 2013Source: IGD Research, Retailers’ images
Tesco, UK Carrefour, France
This morning’s presentation
Building a brand identify
Finding the balance for CPGs
The changing role of private label
© IGD 2013Source: IGD Research
Value remains significant driver of sales volume
Re‐engineering products to create new value ranges
Creative, eye‐catching statements highlighting value as a part of packaging
design
© IGD 2013Source: P&G, Danone, Mars
Exploiting tiered ranging and brand strength to capture spend at all levelscapture spend at all levelsSource: IGD Resesarch, Barilla
Standard Whole GrainPremium
RegionalTraditional Egg Pasta
Family Vegetable Pasta
© IGD 2013Source: IGD Research, Barilla
Egg Pasta Vegetable Pasta
Packaging and technological innovation to drive differentiationdifferentiation
‘Rice Fusions‘, Iglo Group, UK Podravka-Lagris, Czech Republic
© IGD 2013Source: IGD Resesarch, Iglo Group, Lagris
Unlocking new shopper segments
Targeting male shoppers Fonterra
© IGD 2013
Targeting male shoppers, Fonterra, New Zealand
Source: IGD Research, Fonterra
‘Big’ Really Can Mean Better!
First these…..….then these
….and now this!….and now this!
© IGD 2013
….plus these
Source: IGD Research, Heinz
Enhancing environmental credentials
Heinz, US Mondelez, UK
© IGD 2013Source: IGD Research, Heinz, Mondelez, Method
, ,
Exploiting heritage and provenance
© IGD 2013Source: Visit4Info
And shopper interest for regional products
© IGD 2013Source: Visit4Info
This morning’s presentation
Building a brand identify
Finding the balance for CPGs
The changing role of private label
© IGD 2013Source: IGD Research
Some of our 800 members
© IGD 2013
Get in touch!
Stewart Samuel, Program Director, IGD Canadae: stewart.samuel@igd.com t: + 1 604 721 7064
www ra igd com
© IGD 2013
www.ra.igd.com
Further information
To find out if your company already subscribes to Retail Analysis, or for a ‘lunch and learn’ version of this deck to stimulate furtheror for a lunch and learn version of this deck to stimulate further thinking back within your business, please contact me:
Stewart SamuelProgram Director, IGD
e: stewart.samuel@igd.com
t: 1‐604‐721‐7064@Stewart IGD
© IGD 2013
@Stewart_IGD