DECRYPTION – The rise of distributor labels has encouraged the emergence of a new ecosystem.
Refresco, Biscuit International, UCC Coffee, Europe Snacks, Laiterie Saint-Denis-de-l’Hôtel… Although these manufacturers are unknown to the general public, their products feature prominently on the shelves of food distributors, sold under the logos owned by signs.
While most of the giants of the food industry have chosen to stay away from this market to focus on their own brands, the rise of private labels has favored the emergence of a new ecosystem. 80% of French private label turnover is produced by VSEs, SMEs and ETIs, according to panelist Nielsen. 68% are by French companies.
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Among the leaders of this ecosystem, however, are major European champions, generally specialized in one product category. The Belgian hygiene giant Ontex (2 billion euros in turnover) won against the heavyweights of Huggies or Peaudouce nappies.
Some have been built through acquisitions…
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