Private labels in Spain and the challenge of sustaining sustainable FMCG markets

The purpose of this paper is to gain insights into the retailer and PLs role on sustainable Spanish FMCG market; in particular, it will describe the current situation of sustainable third party granted labels (Organic, Fair... [ view full abstract ]

The purpose of this paper is to gain insights into the retailer and PLs role on 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 (2012-13, Madrid region). To assess the current PL role 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 development, but there is a room and worthy implications for the development of growing and high‐value niche markets by retailers.