Private labels in Poland – selected results of the study

Private labels in Poland – selected results of the study November 2009
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PMR Research – the custom research department of PMR (www.research-pmr.com), carried out a study on a nationwide sample of Polish consumers. The study was conducted in September 2009. The survey’s objective was to gain an insight into the shopping patterns of Polish consumers and their views on private labels. We present selected results of this project below. The most popular own brands The most recognisable private labels in Poland are Tesco and Real Quality, which are recognised by 61% of respondents. At the same time 60% recognise the Carrefour brand, and 40% - another Tesco brand - Tesco Korzystny Zakup. Conversely, Wiod�ca Marka, Pierwsza Cena and ECO+ are characterised by their poor recognition. The conclusion that may be drawn from these data is that the respondents mostly point to the brands whose name they associate with the name of a retail chain, or the brands which comprise this name.

Most popular private label brands in Poland

The types of food products purchased under a private label

Among all private-labelled products purchased by the respondents, the most frequently purchased categories are food and household cleaning products. As regards food purchased under an own brand, the most frequently bought are dairy products and dry foods, such as pasta, rice, flour, tea and coffee. Meat, fish and confectioneries are also relatively popular.

Types of food products purchased under a private label in Poland

The image of private labels

Perception of own brands by Polish consumers

Nowadays the perception of own brands is changing in Poland and their traditional image of having low quality products is gradually fading. The purchase of private labels is no longer treated merely as a way to shop economically (66% of respondents think so) but rather as a clever, wise way to shop (56%). More than two-fifths of the interviewees claim that they buy private labels more often compared to a year ago and twenty-seven percent say that own brands constitute a significant part of their shopping.

Additional information

During the survey, PMR also asked where the respondents most frequently do their shopping. Four retail chains turned out to be clearly the most popular: Biedronka, Real, Tesco and Carrefour.

Information about the methodology of the survey

The study was carried out in all the administrative regions of Poland (voivodships), between 16th and 20th of September 2009. In each voivodship two cities were chosen: the capital and a town with between 10,000 and 100,000 inhabitants. Respondents were selected through random-route sampling. The sample comprised 416 consumers. The collected data was then submitted to weighting. The survey was conducted by face-to-face interview, at respondents’ homes. PMR surveyed those people responsible in their household for buying food and articles of everyday use.
The aim of the research was to examine the Polish consumers’ shopping habits, as well as their views on private label products. Identifying their preferences regarding shop formats, factors influencing the choice of each channel of distribution, and their shopping patterns was an important element of the project. Such an approach allowed for the description of the position private labels hold within the framework of PMR’s respondents’ shopping behaviour. PMR also took into account the current mood, linked with the economic crisis, and examined the relations between the consumers’ perception of the current circumstances and their shopping habits.

Full results of the study have been published in the latest PMR report, entitled "Private label in Poland 2009 - Market analysis and development forecast for 2009-2011".

PMR Research
tel.: /48/ 12 618 90 80
fax: /48/ 12 618 90 08
e-mail: [email protected]

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