Premium products are new target of own brands

While the largest contribution to the growth of MP (own brands) come from basic products, those with a focus on premium grow 3.4 times more, reveals study from Nielsen on own brands in Brazil/2016.
The MP premium are moved by launches and healthiness. The launches represent 33% of the items and 100% of the growth of these brands, and 37% of the segment''s revenue comes from brands with proposal of Healthfulness. "It is noteworthy that there is considerable space for the development of own brands premium that currently account for 4.2% of this market," says Davyancowboy, retail service Coordinator from Nielsen.
The market
In 10 years, the own brands have tripled in Self-service billing, points to research from Nielsen. Comparing with 2015 2016, almost half (48%) growth of MPs in the channel was boosted by new buyers and 40% came by the highest volume at the time of purchase.
The new homes in MP, the prominence goes to consumers of low-class, while the lost, the socioeconomic level in evidence was with the middle class. An important point for the comprehensiveness of the MP was the entry of new players and the launch of products.
According to Nielsen, 58 were launched new brands Own, being 51 regional retailers, and 2,190 products distributed in 148 categories. The total growth was 28% in the number of items in this segment in the market.