PLM - ON-THE-FIELD EXPERIENCES
PL, high added value:
The European
Context Similar to branded products in quality, PL has always competed, at a price around 20% lower, with the leading brand in terms of volume. However, in recent years, PL has also become a benchmark for measuring retailer competitiveness against discounters, and, to do so, it sacrifices part of its marginality.
T
he research, Opportunities in the Value-Added Private Label Market (IPLC 2018), carried out in 9 European countries among 25 retailers assessed how vast and well-structured PL architecture is, in order to meet buyers’ expectations when it comes to points of sale. The largest European retailers have, on average, around 3,000 SKUs of Mainstream PL (table 1).
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