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Own brands in food retailing across Europe

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Abstract

This paper reviews the issues surrounding the growth and development of own brands across Europe within the food retailing industry. Current estimates of their market share is made for each Western European country. Four generations of own brands are identified on the basis of evolving strategies of price discounting and adding value through quality and innovation. Concluding remarks discuss the contemporary issues affecting own brand development for both retailers and manufacturers, highlighting the emergence of polarisation as a threat to manufacturer brands.

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1Harri Laaksonen, MSc, is a senior manager within the Finnish SOK Group. He was seconded to the Oxford Institute of Retail Management between 1992 and 1994 as a Visiting Research Associate. He is also author of ‘Retailing in the Nordic Countries’.

2Jonathan Reynolds, MA, PhD, is Fellow in Retail Marketing at Templeton College, Oxford, and member of the Oxford Institute of Retail Management. He teaches and researches in retail marketing, retail planning and development, and marketing information systems. Most recent contributions include: ‘Retailing to 1996: Issues and Prospects’, ‘Retail Change: Contemporary Issues’ and ‘The Effects of Major Out-of-Town Retail Development’.

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Laaksonen, H., Reynolds, J. Own brands in food retailing across Europe. J Brand Manag 2, 37–46 (1994). https://doi.org/10.1057/bm.1994.30

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  • DOI: https://doi.org/10.1057/bm.1994.30

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