The popularity of supermarket own-brand products has risen significantly in Romania, now accounting for a quarter (25%) of the total value of a shopping basket. The main reasons for this trend include:
Lower Prices: Own-brand products are significantly cheaper, often 30% less than established brands. This is due to reduced marketing costs, simpler packaging, and in some cases, local production.
Comparable Quality: Consumers have discovered that own-brand products offer similar quality to well-known brands, at a more attractive price point. Supermarkets invest heavily in quality control and diversifying their own-brand portfolio, offering a wide range of options, from basic staples to premium products.
Variety: The variety of own-brand products has increased significantly, encompassing a wide range of categories, from meat, dairy, and bread to organic products, plant-based food, detergents, cosmetics, and pet supplies. This diversity allows consumers to easily find convenient alternatives that meet their specific needs.
Supporting Local Producers: Some own-brand products are manufactured in Romania, contributing to the local economy and reducing the carbon footprint.
Following Trends: Own-brand products are adapting to current consumer trends, offering vegan, vegetarian, organic, and health-conscious options, rich in protein.
Accessibility: Own-brand products are easily identifiable on supermarket shelves, being actively promoted through various campaigns and informational materials.
In addition to the reasons listed above, convenience and increased trust in the quality of own-brand products contribute to their growing popularity among Romanians.
Conclusion:
The rise in popularity of own-brand products is not solely due to their lower price, but also to their comparable quality, ever-increasing variety, adaptation to current trends, and support for local producers. Romanian consumers appreciate the multiple benefits of these products and are integrating them more and more frequently into their shopping baskets.
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