Private Label Trends, 2012 By Natalie Berg, Matthias Queck and Denise Klug Planet Retail Ltd | November 2011 The year of the consumer Sponsored by

2 Daymon Worldwide is the only full-service, global retail branding and sourcing partner. Daymon works directly with the world’s leading suppliers and retailers to drive sales and profitable growth through customised brand-building and sourcing solutions. The company’s expertise includes branding & strategy, insights & measurement, private brand development, and shopper marketing. Daymon has 22,000 associates worldwide, with offices in over 20 countries on six continents. About Planet Retail is the leading provider of global retailing information, from news and analysis to market research and digital media. Covering more than 9,000 retail and foodservice operations across 211 markets around the world, many of the world’s leading companies turn to Planet Retail as a definitive source of business intelligence. For more information please visit

3 Private Label Trends, 2012 Though still value-driven, many shoppers in 2012 will be looking to treat themselves in the grocery department. Private labels are rapidly shedding their “generic, low-quality” perception and, through a combination of technology, social media and marketing innovation, private labels are beating brands to the chase by getting consumers to endorse their products. In this report, we look at six key trends that will shape the world of private labelling in 2012 and beyond. This report builds on Planet Retail’s publication Private Label: The brands of the future.Private Label: The brands of the future All images ©Planet Retail Ltd unless otherwise stated.

4 Contents 1.Introduction 2.Customer endorsement 3.Cherry picking the tiers 4.Technology 5.Brand emulation 6.From exclusivity to ubiquity 7.Globalisation 8.Conclusions

5 Driven by both consumers and retailers, private label has a healthy future in stores across the world.  For most top grocers globally, private labels are poised to extend their share of food sales in the next couple of years.  The biggest change in the past 12 months has been the rise of customer endorsement. Spurred on by advances in technology and social media, consumers today are empowered and retailers must involve them in the decision-making process.  The traditional three tiered model has been enhanced to create emotive, shopper-centric offerings tailored to the consumers’ lifestyles – particularly on the premium end, to serve today’s cherry picking customer.  On their way to become real brands, private labels are moving from exclusivity to ubiquity.  Planet Retail believes there is potential to create more targeted private label ranges, particularly catering to specific ethnic and age demographics. Introduction1