Private Label Innovations in Bakery Products at PLMA 2018

Spain, the UK, Germany, Switzerland, Austria, Belgium, and Portugal are the leading European countries for private label brands, having the highest market share, by volume, according to PLMA figures.

However, private label brands continue to garner market share at a global level, according to the most recent Nielsen report. Worldwide, the European Union leads with a level of penetration of private labels of 31.5% market share in 2017, followed by the USA, with 18.1%, and Latin America, with 5.5%. For the Asian continent, the evolution is not as promising, as here the market share of private label brands has been reduced from 4.1% in 2016 to 3.7% market share in 2017.

Tom Pennincks, Nielsen analyst, who held a presentation at PLMA 2018 show, releaved that private labels will continue the growing trend. “Based on the results seen in Europe, we can conclude that retails brands will continue the rising trend at a global level. At the moment, the global market share of this category is 16.6%, on the rise comparing to last year,” Pennincks says.

As every year, an attractive area for the PLMA visitors was the Idea Supermarket, which presented innovative products for packaging, marketing ideas, concept, and ingredients. Over 120 private label products were presented as winners in the PLMA Salute to Excellence competition.

Among the winners this year, in the bakery and confectionery segment: Sweden Coop presented “Gluten Free Crunchy Toastbread”, while the same supermarket chain presented from its Italian division D’osa Coop, an organic baking mix, described as “soft wheat flour, spelled, buckwheat, quinoa, and amaranth, from organic farming, for preparing soft and rich in flavor bread”. From Dunnes Stores in Ireland, Simply Better, handmade red berry granola, was described as “granola, handmade using premium Irish oats which are gently toasted with a hint of vanilla for a natural sweetness boost and blended with a mix of tangy red berries”.

Also from Ireland, but in SuperValu stores: White Chocolate Sicilian Lemon Shortbread Biscuits are “crispy buttery lemon biscuits hand dipped in the finest Belgian white chocolate and flavored with natural Sicilian oils. Expertly baked in Co Dublin.”

Sonae MC (Portugal) presented at PLMA Seleção Fácil & Bom – Chaves Pastry with Cocoa and Hazelnuts, “a delicious dessert that combines the crispness of the puff pastry with the authentic taste of cocoa and hazelnuts. A new concept of dessert, which allows the consumer to finish baking at home and still be able to taste its warmth, thus ensuring a pastry with extremely crispy texture, combined with the excellency and creaminess of the filling.”

Intermaché (France) showed this time a Veggie Marché ‐ Veggie Burger. “A response to consumer demand for reducing their meat consumption. A source of vegetable protein, labeled by the European Vegetarian Union. Its nutritional values are lower than the great veggie of Mc Donald’s (Burger Veggie),” its creators say.

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