In Poland, private labels are the domain of discount stores, where they account for over 50% of sales. The share of private labels in the “supermarket” segment is approximately 8–9% (varying by chain). At Intermarché, it is higher, at 12%. At the same time, our strategy calls for the continuous development of our product portfolio and further growth in the share of private labels to 25% by 2030.
The private label market will continue to grow, though this applies more to large market players. A significant challenge for small organizations is production capacity and the minimum volume requirements that must be met for production to be profitable.
For manufacturers, working with retailers guarantees high volumes and a steady, long-term partnership that does not require their own investments in distribution or marketing costs.
Significant shifts in trends regarding the planning of retail chain brand architectures are also evident (in the Polish market). The market is moving away from umbrella brands bearing the chain’s name, which group together products from various categories. Intermarché’s architecture combines different approaches. For all fresh offerings, we build brands based on the product’s origin. These are category-based brands with a similar verbal and graphic structure. In this way, we introduce brands such as “From Orchards and Fields,” “Straight from the Sausage Shop,” “From Lakes and Seas,” “From the Milky Way,” etc. For dry goods, we have introduced the umbrella brand O la la!, and for pet food products, we are developing the Canaillou brand. The category brand strategy also covers non-food products. What sets Intermarché apart is the ability to purchase the chain’s private-label products manufactured in other European countries where our chain operates. Thanks to mutual cooperation, we can offer private-label products available in France, Belgium, or Portugal in our stores.
Tomasz Walczak
Marketing Director Intermarché
The private label market will continue to grow, though this applies more to large market players. A significant challenge for small organizations is production capacity and the minimum volume requirements that must be met for production to be profitable.
For manufacturers, working with retailers guarantees high volumes and a steady, long-term partnership that does not require their own investments in distribution or marketing costs.
Significant shifts in trends regarding the planning of retail chain brand architectures are also evident (in the Polish market). The market is moving away from umbrella brands bearing the chain’s name, which group together products from various categories. Intermarché’s architecture combines different approaches. For all fresh offerings, we build brands based on the product’s origin. These are category-based brands with a similar verbal and graphic structure. In this way, we introduce brands such as “From Orchards and Fields,” “Straight from the Sausage Shop,” “From Lakes and Seas,” “From the Milky Way,” etc. For dry goods, we have introduced the umbrella brand O la la!, and for pet food products, we are developing the Canaillou brand. The category brand strategy also covers non-food products. What sets Intermarché apart is the ability to purchase the chain’s private-label products manufactured in other European countries where our chain operates. Thanks to mutual cooperation, we can offer private-label products available in France, Belgium, or Portugal in our stores.
Tomasz Walczak
Marketing Director Intermarché
