CARREFOUR: private label for export

But also for import: if our Italian supply chain excellencies are sold overseas, the wide network they’re part of facilitates the entry of international specialties.

At the end of summer, Carrefour Italia ranked first for PLs in the ranking by Altroconsumo. .

What’s the opinion of the management?

We’re very satisfied with this important acknowledgement, because PL development is essential in our strategy and business model. Of course, we always try to protect the consumer purchasing power, working together with our manufacturers on different aspects to maximize our supply, such as, the new price positioning in the last year, which is particularly relevant in the current market situation.

You’re a multinational company. So, what PL products do you export from Italy to other Carrefour countries? And, on the other hand, what do you import?

Considering its strong surrounding network, Carrefour Italia promotes local excellencies in the geographical markets where it is not present. The most exported market categories concern the wide assortment of fruit and vegetables, wine and grapes (for example the Italian Grapes, certified Fqc - First Quality Certification). In the traditional FMCG industry, the most popular requests come from pasta, extra-virgin olive oil, bread substitutes (such as breadstick and taralli) and cookies (especially cantucci and chocolate cream cookies).

We’ll continue to invest also in export, especially in our local excellencies, which are represented by Filiera qualità Carrefour and Terre d’Italia, which will widen their supply also abroad. As far as import is concerned, among others, we can find - for example, Carrefour sensation, which make up the product selection from around the world and give clients the chance to taste food specialties from Mexico, China and from many other countries .

Let’s talk about figures. What’s the PL share today on sales?

In 2022, the PL share was about 30% for food products (traditional FCGM and fresh produce), a growing trend compared to 2021. Private labels are, in fact, more and more essential also for the Group, within which we hope they can reach 40% of our 2026 sales. In Italy, we launched over 200 products in 2022 in the PL assortments - which include more than 3,000 references today. Together with mainstream Carrefour products, which meet all the needs of our assortment, there is also a premium reference. Terre d’Italia enhances regional Italian excellencies, while Carrefour Bio comprises agricultural food certified by organic farming. Carrefour Bio also boasts more than 400 products and dedicated corners in a number of our pos. Last, but not least, there’s Filiera qualità Carrefour, the line with fresh produce, products controlled from beginning to end, in full respect for the environment, animals and humans.

Where’s your PL innovation heading?

PL is growing and it’ll be so in the next year as well, with some new launches and the consolidation of some lines, among which our Simpl brand. Today, it represents a basket of 140 products and we expect to reach 200 products in the first months of 2023.