Advertisement

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

  • Victoria LabajoEmail author
  • Carlos Martínez de Ibarreta
  • Carmen Valor
Part of the Springer Proceedings in Business and Economics book series (SPBE)

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.

Keywords

Sustainable labels FMCG Private labels Retailer strategy Spain 

References

  1. Ailawadi, K. L., & Keller, K. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(Winter), 331–342.CrossRefGoogle Scholar
  2. BCG. (2009). Capturing the green advantage for consumer companies, January.Google Scholar
  3. 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.CrossRefGoogle Scholar
  4. Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890.CrossRefGoogle Scholar
  5. 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.CrossRefGoogle Scholar
  6. 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.CrossRefGoogle Scholar
  7. CECU. (2010). RSE 2010, La opinión de los consumidores sobre la responsabilidad Social de la Empresa en España. Google Scholar
  8. Cliquet, G. (2009). Las MDD en Francia: evolución en el pasado, situación actual y perspectivas. Distribución y Consumo, 107, 24–29.Google Scholar
  9. 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.CrossRefGoogle Scholar
  10. Deloitte and Fundación Entorno. (2013). El dilema del consumidor en España. Los motores del cambio hacia un nuevo modelo de producción y consumo. Google Scholar
  11. 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.Google Scholar
  12. FIBL-IFOAM. (2014). The world of organic agriculture. Statistics and emerging trends 2014. Google Scholar
  13. 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.CrossRefGoogle Scholar
  14. Gottschalk, J., & Leistner, T. (2012). Consumer reactions to the availability of organic food in discount supermarkets. International Journal of Consumer Studies, 37, 136–142.CrossRefGoogle Scholar
  15. Grunert, K. G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177–189.CrossRefGoogle Scholar
  16. 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.CrossRefGoogle Scholar
  17. Hammarlund, R. (2002). A study of marketing issues with organic milk. Agricultural Marketing Resource Center, USDA.Google Scholar
  18. 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.Google Scholar
  19. Jolly, D. A. (1991). Determinants of organic horticultural products consumption based on a sample of California consumers. Acta Horticulturae, 295, 141–148.Google Scholar
  20. 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.CrossRefGoogle Scholar
  21. Laaksonen, H., & Reynolds, J. (1994). Own brands in food retailing across Europe. The Journal of Brand Management, 2(1), 37–47.CrossRefGoogle Scholar
  22. Magrama. (2012). Caracterización del mercado de productos ecológicos en los canales especialistas de venta. Febrero.Google Scholar
  23. Morschett, D. (2009). Marcas de distribuidor en Suiza y Alemania. Estado actual y cambios recientes. Distribución y Consumo, 107, 38–50.Google Scholar
  24. Ngobo, P. V. (2011). What drives household choice of organic products in grocery stores? Journal of Retailing, 87(1), 90–100.CrossRefGoogle Scholar
  25. Ngobo, P. V. (2012). Does store image influence demand for organic store brands? Journal of Retailing and Consumer Services, 19(6), 621–628.CrossRefGoogle Scholar
  26. Nielsen. (2010). U.S. healthy eating trends part 4: Store brands expand healthy offerings. News. Consumer 02-02-2010.Google Scholar
  27. Nielsen. (2014). The Nielsen global survey on corporate social responsibility. June.Google Scholar
  28. Organic Monitor. (2010a). The global market for organic food & drink: Business opportunities & future outlook. Google Scholar
  29. Organic Monitor. (2010b). The future of organic products: Brands or retailer PLs? Researchnews.Google Scholar
  30. Picazos, J. (2002). Productos biológicos: un mercado en importante expansión. Vida Rural, June, 34–36.Google Scholar
  31. PLMA. (2014). Popularity of private label keeps growing. Private Label Today. http://www.plmainternational.com/industry-news/private-label-today. Accessed December 23, 2014.
  32. 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.Google Scholar
  33. 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).Google Scholar
  34. Reynolds, J. (2009). Evolución y situación actual de las Marcas de Distribuidor en Reino Unido”. Distribución y Consumo, 107, 29–38.Google Scholar
  35. Rivera, L. M., & Sánchez, M. (2002). Marketing de productos ecológicos. Mediterráneo Económico, 2, 159–176.Google Scholar
  36. 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.CrossRefGoogle Scholar
  37. Sánchez, M., Gil, J. M., & Gracia, A. (2000). Segmentación del consumidor respecto al alimento ecológico: diferencias interregionales”. Revista de Estudios Regionales, 56, 171–188.Google Scholar
  38. 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.Google Scholar
  39. 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.Google Scholar
  40. 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.CrossRefGoogle Scholar
  41. 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.Google Scholar
  42. 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.CrossRefGoogle Scholar
  43. 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.Google Scholar
  44. 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.Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Victoria Labajo
    • 1
    Email author
  • Carlos Martínez de Ibarreta
    • 1
  • Carmen Valor
    • 1
  1. 1.Pontifical Comillas UniversityMadridSpain

Personalised recommendations