Market Opportunities and Business Strategies in Private Label Branding in Brazil

• Publication date: March 2012

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...

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.

Marketing Industry in Brazil

Table of Contents
1 Executive Summary
2 Market Size and Forecast
2.1 Private Label – Global Scenario and Benchmarking
2.2 Private Label in Latin America
2.3 Evolution of Private Labels in Brazil
2.4 Brazilian Private Labels – Market Size and Forecast
3 Key Trends and Drivers
3.1 Macroeconomic Environment
3.1.1 Per capita annual disposable income
3.1.2 GDP at constant prices
3.1.3 Demographic split by age
3.1.4 Urbanization
3.2 Organized Retail Industry Dynamics
3.3 Key Drivers
3.3.1 Consumer drivers
3.3.2 Business drivers
3.3.3 Economic drivers
4 Brand Positioning and Target Segment – Strategies and Initiatives
4.1 Emerging Business Strategies in Key Private Label Categories
4.1.1 Personal care
4.1.2 Wine
4.1.3 Cereal bars
4.2 Business Strategy by Store Format
4.3 Pricing Strategy
4.4 Target Segment by Age Group
5 Future of Private Label in Brazil
6 Challenges
7 Case Studies
7.1 Carrefour
7.1.1 Price leadership strategy
7.1.2 Health and wellness products – Viver
7.1.3 Products targeting premium product categories – Carrefour selection
7.1.4 Targeting different consumer demographics
7.2 Walmart
7.2.1 “Everyday Low Prices” strategy launched in Brazil
7.2.2 Healthy and sustainable products – Sentir Bem
7.2.3 Unified brand strategy across multiple store format – Bom Preco
8 Appendix
8.1 About BRICdata
8.1.1 Areas of expertise
8.2 Methodology
8.3 Disclaimer


List of Tables
Table 1: Private Label Market Share – Top 10 Countries (% Value), 2011
Table 2: Brazil Private Label Market Share (% Value), 2007–2016
Table 3: Brazilian Private Labels – Key Categories
Table 4: Snapshot of Retailers Strategy Across Different Product Categories
Table 5: Cereal Bar – Price Comparison
Table 6: Brazilian Private Label – Business Strategies by Retailers
Table 7: Brazilian Private Label – Pricing Strategy
Table 8: Brazil Private Label Target Segment, by Age Group – 2011
Table 9: Carrefour Brazil – Sales
Table 10: Carrefour – Viver Range of Health Food Products
Table 11: Walmart – Range of Private Label Products


List of Figures
Figure 1: Private Label Market Share – Top 10 Countries (% Value), 2011
Figure 2: Private Label Market Share – Comparison Global vs BRIC
Figure 3: Private Label Market Share in Latin America (% Value), 2008–2011
Figure 4: Evolution of Private Label in Brazil
Figure 5: Brazil Private Label Market Share (% Value), 2007–2016
Figure 6: Brazil Per Capita Annual Disposable Income (US$), 2007–2016
Figure 7: GDP of Brazil at Constant Prices (US$ Billion), 2007–2016
Figure 8: Age Distribution of Total Population in Brazil, 2007–2016
Figure 9: Urban and Rural Population Split in Brazil, 2007–2016
Figure 10: Brazil Organized Retail Share, 2007–2016
Figure 11: Brazil Private Label – Key Drivers
Figure 12: Pluii – Premium Range of Private Label
Figure 13: Taeq – Cereal bars
Figure 14: Private Label Penetration in Brazil, by Type of Stores
Figure 15: Brazil Price Comparison – National Brands vs Private Label
Figure 16: Brazil Private Target Segment, by Age Group – 2011
Figure 17: Private Label – Strategy Going Forward
Figure 18: Brazil Private Label – Key Challenges
Figure 19: Carrefour Range of Private Label Products
Figure 20: Carrefour – Viver Range of Healthy Foods Products
Figure 21: Carrefour Private Label Product Range
Figure 22: Walmart – Sentir Bem Private Label Product Range
Figure 23: Carrefour Private Label Product Range