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The PLs Role in Spanish FMCG Sustainable Markets: An (Almost and So Far) Missed Opportunity?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Victoria Labajo

    (Pontifical Comillas University)

  • Carlos Martínez Ibarreta

    (Pontifical Comillas University)

  • Carmen Valor

    (Pontifical Comillas University)

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.

Suggested Citation

  • Victoria Labajo & Carlos Martínez Ibarreta & Carmen Valor, 2015. "The PLs Role in Spanish FMCG Sustainable Markets: An (Almost and So Far) Missed Opportunity?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 155-164, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_16
    DOI: 10.1007/978-3-319-20182-5_16
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