Editorial PL towards a new identity

PL towards a new identity

PLs are undoubtedly becoming more and more important and have a clear identity in the large-scale distribution market, involving strategies and investments of the most prestigious industrial brands. In Italy, innovative lines with high added-value such as - only to mention some of them - Terre d’Italia or Il Viaggiator Goloso or Crescendo or Naturama were able to be the choices and conquer the hearth of consumers, building loyalty with their old customers and attracting new ones. PLs are not an accessory anymore in the retail supply; they are a distinguishing feature for the label and this is thanks to a precise strategy: providing the customer with a high quality product at a fair price. This goal can be achieved through constant research of current and Premium products, together with strict protocols of chemical-physical and organoleptic analysis, R&D investments, market research etc. The result is a value that sometimes does not depend on price alone. In fact, in some cases, it is even higher than the traditional industrial brands. So, why do consumers prefer PL products when they could buy a branded product at a lower price? The reason lies in the strong relationship of trust and shared values built overtime, which now bears its fruits. A significant sign of this change in trends is the great PL development such as of the wine industry, which was considered an untouchable market due to the labels of the most prestigious vineyards. According to the research by Iri in the recent show "Vinitaly Special Edition", the PL bottles of 0.75 lt of wine and sparkingling wine grew by 3% in volume and 6% in value in 2020, compared to the stability of the traditional brand of the main wine companies. However, this growth with great premium references and at high added-value could be in difficulty because of prices. The increase in costs (raw materials, energy, logistics) that affects PL producers and labels distribution, and on the other hand, the purchase power of consumers that doesn’t grow could stop the race and affect trust building. Will the different distribution chains be able to keep an ideal balance between all these contrasting factors not to lose these consolidated and loyal consumers?

Maria Teresa Manuelli Editorial director