Our main market differentiator and the foundation of our competitive advantage remains an exceptionally wide range of private label brands – an assortment that is significantly more extensive in many categories and often unavailable at discount stores. We do not aspire for our private labels to replace well-known brands. We treat them as a valuable addition to the shopping basket, offering customers a choice between a branded product and our alternative with a good value-for-money ratio. It is precisely this balance between quality, price, and trust in the product that increasingly influences consumers’ purchasing decisions today.
Drawing on extensive international experience, including from the German and Czech markets, where private label share has historically been very high, we also know that the Polish consumer has unique characteristics and highly values diversity. Therefore, even though our private labels already account for 95% of sales in categories such as meat and poultry, in other aisles we focus on the coexistence of strong manufacturer brands alongside our K-Classic, K-Stąd Takie Dobre, and K-BIO lines.
Importantly, we are also observing a shift in how private label brands themselves are perceived. Products refined in terms of quality and visual appeal are increasingly viewed by customers as branded products. This demonstrates how significant communication and packaging are today, alongside the product’s composition and quality.
We are meeting local expectations. For approximately 600 items, we are changing the product names on our private label packaging to Polish, which, combined with a wide range of national brands, builds complete trust among shoppers.
Our experience in other markets teaches us that success lies in balance. We offer innovations within our private labels, such as the rapidly growing convenience segment, which addresses the need for convenience and time savings, unique skyr flavors, or carefully selected holiday cakes that customers won’t find at the competition. We always do this alongside a rich array of products from recognized manufacturers.
In this way, private label at Kaufland becomes a tool for personalizing shopping and a response to specific needs – from basic products, through protein products, all the way to the premium K-Gold Edition segment. However, it is always part of a broader, multi-brand strategy, which is the hallmark of our chain.
Grzegorz Bajtała
Director of the Purchasing Department Kaufland Poland
Drawing on extensive international experience, including from the German and Czech markets, where private label share has historically been very high, we also know that the Polish consumer has unique characteristics and highly values diversity. Therefore, even though our private labels already account for 95% of sales in categories such as meat and poultry, in other aisles we focus on the coexistence of strong manufacturer brands alongside our K-Classic, K-Stąd Takie Dobre, and K-BIO lines.
Importantly, we are also observing a shift in how private label brands themselves are perceived. Products refined in terms of quality and visual appeal are increasingly viewed by customers as branded products. This demonstrates how significant communication and packaging are today, alongside the product’s composition and quality.
We are meeting local expectations. For approximately 600 items, we are changing the product names on our private label packaging to Polish, which, combined with a wide range of national brands, builds complete trust among shoppers.
Our experience in other markets teaches us that success lies in balance. We offer innovations within our private labels, such as the rapidly growing convenience segment, which addresses the need for convenience and time savings, unique skyr flavors, or carefully selected holiday cakes that customers won’t find at the competition. We always do this alongside a rich array of products from recognized manufacturers.
In this way, private label at Kaufland becomes a tool for personalizing shopping and a response to specific needs – from basic products, through protein products, all the way to the premium K-Gold Edition segment. However, it is always part of a broader, multi-brand strategy, which is the hallmark of our chain.
Grzegorz Bajtała
Director of the Purchasing Department Kaufland Poland
