Abstract
The purpose of this paper is to gain insights into the retailer’s and the PLs’ role in the growth of the sustainable Spanish FMCG market; in particular, it will describe the current situation of sustainable third-party granted labels (Organic, Fair Trade, FSC, MSC, Rainforest Alliance, Ecolabel and Leaping Bunny), based on Nielsen retailers’ panel Scan Track (2012–2013, Madrid region). To assess the current role of PLs in the sustainable market, it examines private labels and national brands’ sales (units and €), numerical distribution (percentage of retailers selling the product), prices and sales in promotion (units and €). The findings show that national brands are still leading the sustainable market, but there is room for the development of growing and high‐value niche markets by retailers.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Leaping Bunny label has a very limited penetration in categories related to body care; its market share is marginal if calculated over the sustainable market (0.23 %) or over total market (0.01 %). Moreover, Leaping Bunny certification in Spain has lost relevance since a full ban by European Commission on cosmetics that have been tested on animals entered into force since March 2013. The ban, announced by the European Commission, extends previous restrictions and now outlaws the sale of products tested on animals outside Europe.
References
Ailawadi, K. L., & Keller, K. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(Winter), 331–342.
BCG. (2009). Capturing the green advantage for consumer companies, January.
Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance. Journal of Marketing, 77(1), 31–51.
Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890.
Canavari, M., Nocella, G., & Scarpa, R. (2005). Stated willingness-to-pay for organic fruit and pesticide ban. An evaluation using both web-based and face-to-face interviewing. Journal of Food Products Marketing, 11, 107–134.
Carrero, I., & Valor, C. (2012). CSR-labelled products in retailers’ assortment: A comparative study of British and Spanish retailers. International Journal of Retail and Distribution Management, 40(8), 629–652.
CECU. (2010). RSE 2010, La opinión de los consumidores sobre la responsabilidad Social de la Empresa en España.
Cliquet, G. (2009). Las MDD en Francia: evolución en el pasado, situación actual y perspectivas. Distribución y Consumo, 107, 24–29.
De Pelsmaker, P., Driesen, L., & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair-trade coffee. Journal of Consumer Affairs, 39, 363–385.
Deloitte and Fundación Entorno. (2013). El dilema del consumidor en España. Los motores del cambio hacia un nuevo modelo de producción y consumo.
Dupupet, A., Valor, C., & Labajo, V. (2010). Comercialización minorista de productos biológicos ¿Está el marketing respondiendo a las necesidades de los consumidores? Distribución y Consumo, 112, 1–10.
FIBL-IFOAM. (2014). The world of organic agriculture. Statistics and emerging trends 2014.
Gil, J. M., Gracia, A., & Sánchez, M. (2001). Market segmentation and willingness to pay for organic products in Spain. International Food and Agribusiness Management Review, 3, 207–226.
Gottschalk, J., & Leistner, T. (2012). Consumer reactions to the availability of organic food in discount supermarkets. International Journal of Consumer Studies, 37, 136–142.
Grunert, K. G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177–189.
Guptill, A., & Wilkins, J. (2002). Buying into the food system: Trends in food retailing in the US and implications for local foods. Agriculture and Human Values, 19, 39–51.
Hammarlund, R. (2002). A study of marketing issues with organic milk. Agricultural Marketing Resource Center, USDA.
Jaenicke, E. C., Dimitri, C., & Oberholtzer, L. (2011). Retailer decisions about organic imports and organic private labels. American Journal of Agricultural Economics, 93, 597–603.
Jolly, D. A. (1991). Determinants of organic horticultural products consumption based on a sample of California consumers. Acta Horticulturae, 295, 141–148.
Jonas, A., & Roosen, J. (2005). Private labels for premium products - The example of organic food. International Journal of Retail and Distribution Management, 33, 636–653.
Laaksonen, H., & Reynolds, J. (1994). Own brands in food retailing across Europe. The Journal of Brand Management, 2(1), 37–47.
Magrama. (2012). Caracterización del mercado de productos ecológicos en los canales especialistas de venta. Febrero.
Morschett, D. (2009). Marcas de distribuidor en Suiza y Alemania. Estado actual y cambios recientes. Distribución y Consumo, 107, 38–50.
Ngobo, P. V. (2011). What drives household choice of organic products in grocery stores? Journal of Retailing, 87(1), 90–100.
Ngobo, P. V. (2012). Does store image influence demand for organic store brands? Journal of Retailing and Consumer Services, 19(6), 621–628.
Nielsen. (2010). U.S. healthy eating trends part 4: Store brands expand healthy offerings. News. Consumer 02-02-2010.
Nielsen. (2014). The Nielsen global survey on corporate social responsibility. June.
Organic Monitor. (2010a). The global market for organic food & drink: Business opportunities & future outlook.
Organic Monitor. (2010b). The future of organic products: Brands or retailer PLs? Researchnews.
Picazos, J. (2002). Productos biológicos: un mercado en importante expansión. Vida Rural, June, 34–36.
PLMA. (2014). Popularity of private label keeps growing. Private Label Today. http://www.plmainternational.com/industry-news/private-label-today. Accessed December 23, 2014.
Puelles, M., Briz, T. and Labajo, V. (2008). Marcas de distribuidor ecológicas en productos alimentarios. Iniciativas empresariales más novedosas en mercados europeos y EEUU. Best Papers Proceedings IV Congreso Internacional de Ingenieros Agrónomos y Profesionales de la Agronomía, Madrid (Spain), October, 28–30.
Puelles, M., Labajo, V., & Valor, C. (2011). Could private labels drive the organic market? The Spanish case. In XVI Conference EAERCD. Parma (Italy), July. (Best Papers Proceedings).
Reynolds, J. (2009). Evolución y situación actual de las Marcas de Distribuidor en Reino Unido”. Distribución y Consumo, 107, 29–38.
Rivera, L. M., & Sánchez, M. (2002). Marketing de productos ecológicos. Mediterráneo Económico, 2, 159–176.
Royne, M. B., Levy, M., & Martinez, J. (2011). The public health implications of consumers’ environmental concern and their willingness to pay for an eco-friendly product. The Journal of Consumer Affairs, 45(2), 329–343.
Sánchez, M., Gil, J. M., & Gracia, A. (2000). Segmentación del consumidor respecto al alimento ecológico: diferencias interregionales”. Revista de Estudios Regionales, 56, 171–188.
Sánchez, M., Grande, I., Gil, J. M., & Gracia, A. (2001). Diferencias entre los segmentos del mercado en la disposición a pagar por un alimento ecológico. Estudios Agrosociales y Pesqueros, 190, 141–163.
Schmid, O., Fontguyon, G., & Sans, P. (2007). Desarrollo del mercado de productos de la agricultura ecológica en Europa. Revista Española de Estudios Agrosociales y Pesqueros, 214, 15–45.
Semeijn, J., van Riel, A. C. R., & Ambrosini, A. B. (2004). Consumer evaluations of store brands: Effects of store image and product attributes. Journal of Retailing and Consumer Services, 11(4), 247–258.
Urbano, B., & Temprano, V. (2004). Distribución y Consumo de productos ecológicos en Castilla y León. Revista de investigación económica y social de Castilla y León, 7, 1–135.
vanHerpen, E., van Nierop, E., & Sloot, L. (2012). The relationship between in-store marketing and observed sales for organic versus fair trade products. Marketing Letters, 23(1), 293–308.
Vega, M., Parras, M., & Torres, F. J. (2007). El comportamiento del consumidor de alimentos ecológicos en España. In J. C. Ayala (coord.), Conocimiento, innovación y emprendedores: camino al futuro (pp. 2414–2426). Logroño: Universidad de La Rioja.
Vicente, A., Izaguirre, J., & Tamayo, U. (2007). Análisis de precios de alimentos ecológicos en distintos formatos comerciales: el caso de Vizcaya. In J. C. Ayala (Eds.), Conocimiento, innovación y emprendedores: camino al futuro (pp. 2427–2443). Logroño: Universidad de La Rioja.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this paper
Cite this paper
Labajo, V., de Ibarreta, C.M., Valor, C. (2015). The PLs Role in Spanish FMCG Sustainable Markets: An (Almost and So Far) Missed Opportunity?. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_16
Download citation
DOI: https://doi.org/10.1007/978-3-319-20182-5_16
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-20181-8
Online ISBN: 978-3-319-20182-5
eBook Packages: Business and EconomicsBusiness and Management (R0)