building a human face - grocery manufacturers association · building a human face through private...

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

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

5. Retail brands building a human

4. Flexible fulfilment

The scope is widening

Super Premium

Free FromH&B Veggie

Venture Brands

ValuePremium

Premium

Free FromOrganicsFree From Organic

Speciality

KidsPet

BabyHealthy Eating

Co‐brand

ValueCore

Value + Discount

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

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

Building brands

Re‐modelled to add more individuality and charactercharacter

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

Sweden

‘Me‐too’ belongs in the past

ICA, Sweden Eroski, Spain

SafewayWoolworths

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 ’

‘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

Investment continuing in top‐tier ranges

Tesco Finest, Tesco, UK

PC Black Label, Loblaw, Canada

Low‐cost buzz creation!

Building a community

Driving word of mouth

recommendationsrecommendations

Reviews turnReviews turn social media into

gift guides

Finding innovative ways to capture feedback

www.migipedia.ch/de/Migros, Switzerland

www.waitrosekitchentable.co.ukThe Kitchen Table, Waitrose, UK

Marketing becoming more personal and accessibleaccessible

Jumbo, Netherlands

Weis, USA Aldi, UK

Designing your own packaging

DM, Germany

Creating a unique experience

Tweet For A Table, The Co‐operative, UK

Engaging shoppers with range development

Asda‐Walmart, UK

Local sourcing and transparency

Woolworths, Australia

Meijer, USA

Ethics, transparency and trust

Aldi, UK

Vertical integration adds dimension

The Co‐operative, UKThe Co operative, UK

Morrisons UK

Morrisons, UK

Embodying broader corporate responsibility goals

Waitrose, UK Sainsbury’s, UK

Venture brands – a new frontier?

Tesco, UK Carrefour, France

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

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

Egg Pasta Vegetable Pasta

Packaging and technological innovation to drive differentiationdifferentiation

‘Rice Fusions‘, Iglo Group, UK Podravka-Lagris, Czech Republic

Unlocking new shopper segments

Targeting male shoppers Fonterra

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!

….plus these

Source: IGD Research, Heinz

Enhancing environmental credentials

Heinz, US Mondelez, UK

Exploiting heritage and provenance

And shopper interest for regional products

Some of our 800 members

Get in touch!

Stewart Samuel, Program Director, IGD Canadae: stewart.samuel@igd.com t: + 1 604 721 7064

www ra igd com

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

@Stewart_IGD

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