Market Opportunities and Business Strategies in Private Label Branding in Brazil

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May 29, 2012, 06:31 ET

NEW YORK, May 29, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Market Opportunities and Business Strategies in Private Label Branding in Brazil

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Synopsis

The report provides top-level market analysis, information and insights into the Brazilian private label products market, including:• Current, historic and forecast share of the Brazilian private label market• Comprehensive, country-specific analysis of market attractiveness covering key macroeconomic trends plus benchmarking with other key global and Latin American private label markets• Detailed analysis of the key drivers for private label in Brazil • Detailed analysis of the challenges affecting the private label market in Brazil• Detailed analysis of retailer strategies by product categories and by retail format • Case studies of the top private label retailers in Brazil

Summary

Private labels accounted for a market share of XX% in Brazil in 2007. This figure grew by XX% during the review period to reach a market share of XX% in 2011. The global financial crisis led to consumers becoming more value-conscious. Brazilian consumers have become more willing to try private label products at the expense of branded products in order to save on their grocery expenditure.

The growing share of organised retail in Brazil meant that retailers continued to improve on the quality of their private label products and started marketing them between the leading and discounted brands. While the low cost of private labels continued to be the key driving factor, manufacturers started entering the premium market by offering high value products. Over the forecast period, private labels are expected to record positive growth and be driven by consumer demand for high-value products.

There is an increasing trend of collaborative product development in the Brazilian market. As a part of this trend, companies are involving consumers in product development activity. Some of Brazil's key private label product categories include paper napkins, paper towels, alcoholic drinks, carpet cleaner and disinfectant.

Scope

• This report provides a comprehensive analysis of the private label market within the consumer packaged goods industry in Brazil• It provides an overview of key global markets for private label • It provides comparison of private label market share in Brazil with Latin American countries and with the key global markets• It provides historical shares for the Brazilian private label market for the report's 2007–2011 review period and forecast figures for the 2012–2016 forecast period • It highlights the consumer, business and economic factors driving the private label market in Brazil• It covers a summary on the key challenges facing the private label market in Brazil• It details the business strategies of private label brands by retail store formats• It discusses the key emerging product strategies in the Brazilian private label market• It compares the pricing strategy adopted for private label products in key categories• It outlines the purchasing habits of Brazilian consumers by age-group across branded and private label products• It outlines the future outlook for the Brazilian private label market• It profiles the major retailers in the private label market in Brazil

Reasons To Buy

• Make strategic business decisions using top-level historic and forecast market data related to the Brazilian private label market• Understand the key consumer, business and economic trends within the Brazilian private label market• Gain insights into the strategies adopted by retailers in different product categories and also across different retail formats• Gain insights into the challenges facing the Brazilian private label market• Gain insights into the trends in the Brazilian private label market

Key Highlights

• The private label market in Brazil grew by XX% during the review period (2007–2011) to reach a market share of XX% in 2011.• Brazilian consumers have become more willing to try private label products at the expense of branded products in order to save on their grocery expenditure. • Private label products in Brazil are, on average, XX% cheaper than branded products. However this range can vary significantly depending on the specific product type and the retail outlets in which the product is being sold. • Some of Brazil's key private label product categories include paper napkins, paper towels, alcoholic drinks, carpet cleaner and disinfectant.• There is an increasing trend of collaborative product development in the Brazilian market. As a part of this trend, companies are involving consumers in product development activity. • Having made inroads into the Brazilian retail market, retailers have adopted a new strategy with regards to the positioning of their private labels. Operators are now introducing more sophisticated products under their private label brands to directly compete in the premium market alongside national brands. Table of Contents1 Executive Summary2 Market Size and Forecast2.1 Private Label – Global Scenario and Benchmarking2.2 Private Label in Latin America2.3 Evolution of Private Labels in Brazil2.4 Brazilian Private Labels – Market Size and Forecast3 Key Trends and Drivers3.1 Macroeconomic Environment3.1.1 Per capita annual disposable income3.1.2 GDP at constant prices3.1.3 Demographic split by age3.1.4 Urbanization3.2 Organized Retail Industry Dynamics3.3 Key Drivers3.3.1 Consumer drivers3.3.2 Business drivers3.3.3 Economic drivers4 Brand Positioning and Target Segment – Strategies and Initiatives4.1 Emerging Business Strategies in Key Private Label Categories4.1.1 Personal care4.1.2 Wine4.1.3 Cereal bars4.2 Business Strategy by Store Format4.3 Pricing Strategy4.4 Target Segment by Age Group5 Future of Private Label in Brazil6 Challenges7 Case Studies7.1 Carrefour7.1.1 Price leadership strategy7.1.2 Health and wellness products – Viver7.1.3 Products targeting premium product categories – Carrefour selection7.1.4 Targeting different consumer demographics7.2 Walmart7.2.1 "Everyday Low Prices" strategy launched in Brazil7.2.2 Healthy and sustainable products – Sentir Bem7.2.3 Unified brand strategy across multiple store format – Bom Preco8 Appendix8.1 About BRICdata8.1.1 Areas of expertise8.2 Methodology8.3 DisclaimerList of TablesTable 1: Private Label Market Share – Top 10 Countries (% Value), 2011Table 2: Brazil Private Label Market Share (% Value), 2007–2016Table 3: Brazilian Private Labels – Key CategoriesTable 4: Snapshot of Retailers Strategy Across Different Product CategoriesTable 5: Cereal Bar – Price ComparisonTable 6: Brazilian Private Label – Business Strategies by RetailersTable 7: Brazilian Private Label – Pricing StrategyTable 8: Brazil Private Label Target Segment, by Age Group – 2011Table 9: Carrefour Brazil – SalesTable 10: Carrefour – Viver Range of Health Food ProductsTable 11: Walmart – Range of Private Label ProductsList of FiguresFigure 1: Private Label Market Share – Top 10 Countries (% Value), 2011Figure 2: Private Label Market Share – Comparison Global vs BRICFigure 3: Private Label Market Share in Latin America (% Value), 2008–2011Figure 4: Evolution of Private Label in BrazilFigure 5: Brazil Private Label Market Share (% Value), 2007–2016Figure 6: Brazil Per Capita Annual Disposable Income (US$), 2007–2016Figure 7: GDP of Brazil at Constant Prices (US$ Billion), 2007–2016Figure 8: Age Distribution of Total Population in Brazil, 2007–2016Figure 9: Urban and Rural Population Split in Brazil, 2007–2016Figure 10: Brazil Organized Retail Share, 2007–2016Figure 11: Brazil Private Label – Key DriversFigure 12: Pluii – Premium Range of Private LabelFigure 13: Taeq – Cereal barsFigure 14: Private Label Penetration in Brazil, by Type of StoresFigure 15: Brazil Price Comparison – National Brands vs Private LabelFigure 16: Brazil Private Target Segment, by Age Group – 2011Figure 17: Private Label – Strategy Going ForwardFigure 18: Brazil Private Label – Key ChallengesFigure 19: Carrefour Range of Private Label ProductsFigure 20: Carrefour – Viver Range of Healthy Foods ProductsFigure 21: Carrefour Private Label Product RangeFigure 22: Walmart – Sentir Bem Private Label Product RangeFigure 23: Carrefour Private Label Product Range