The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in Spain

Belén Derqui*, Nicoletta Occhiocupo

*Autor correspondiente de este trabajo

Producción científica: Capítulo del libroContribución a congreso/conferenciarevisión exhaustiva

1 Cita (Scopus)

Resumen

As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.

Idioma originalInglés
Título de la publicación alojadaAdvances in National Brand and Private Label Marketing - 6th International Conference 2019
EditoresFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Anne Roggeveen
EditorialSpringer Science and Business Media B.V.
Páginas19-26
Número de páginas8
ISBN (versión impresa)9783030189105
DOI
EstadoPublicada - 2019
Evento6th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2019 - Barcelona, Espana
Duración: 12 jun 201914 jun 2019

Serie de la publicación

NombreSpringer Proceedings in Business and Economics
ISSN (versión impresa)2198-7246
ISSN (versión digital)2198-7254

Conferencia

Conferencia6th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2019
País/TerritorioEspana
CiudadBarcelona
Período12/06/1914/06/19

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