Own brand

Synonymous with lower prices until a few years ago, some of the main retailers own brands of the country change strategy to maintain the growth of the sector, which in 2012movimentou R $ 2,878 billion and recorded an increase of 8%. Walmart, Pão de Açúcar, Carrefour, Consesud and Day% represent 90% of the sales of these items in the country.
To the directors of Walmart and Pão de Açúcar group, have exclusive products is a way to retain customers. So, higher value-added items, more expensive and more prestige among consumers, as is the case for focusing on healthy lifestyle and appeal to sustainability, entered the portfolio of brands of retailers in recent years.
"There are still products focused on low price, but we note that networks are launching higher value-added items to take advantage of the growth of the purchasing power of consumers," says the Director of Nielsen's service in Brazil, Olegario Aguilar. For him, the consumer sophistication is reflected in the mix of products and the trend is that the own brands become also an attractive to consumer loyalty for that flag, since it is unique.
The development of own brands in Brazil the President of the Brazilian Association of own brands (ABMAPRO), Neide Montesan claims that some networks have already entered the market more mature phase of own brands, called by experts of value creation. This migration began in 2004, but intensified over the past four years, when these articles were split space on shelves with items that were in the third generation, called Mee Too. These third-generation products came into force in late 1990, with quality similar to the appeal of traditional brands and price policy 15% lower on average.
"To generate value, retailers brands must offer a difference that justify higher prices, as, for example, environmental or sustainability requirements healthier lines", she explains. Still, Jake makes the proviso that typical items of the third generation are still very important to the business.
The directors of own brands of supermarket groups agree with the expert. Antônio Sá, WallMart, explains that the network products will always have lower prices for the simple reason of not carrying marketing costs. Even so, it ensures that the current efforts of the Board are to retain customers, which already has results.
"There are people who come to the store only to find a unique product and our doing the rest of us," he says while highlighting the good performance of the child Parent ´ diaper line's Choice.
Andre already Svartman, grupo Pão de Açúcar, reminds us that there is a high prices of products that already existed, but the launching of new products with higher added value, that custammais. Every year, between 10% and 20% of the portfolio is changed. With this, items with new features are released. An example of this is the brand that mira Taeq in public in search of healthy alternatives. Second Svartman, last year alone, approximately one hundred new products were launched.
Despite the billing billionaire, the 18th annual industry research from Nielsen points a still small of own brands: they account for only 4.7% of total retail sales, with 70% of them are concentrated in the State of São Paulo in Brazil.
To the Director of the Research Institute, Olegario Araújo, this is due to a geographical issue, since the own brands do not reach most of the medium and small-sized cities. Other data curious says about the standard of consumer products has more than 51 years and high socioeconomic status. For Aguilar, this predominance of profile is because families with wider budget have cultivated the habit of trying out new products. "This consumer can take chances and, if you don't like it, change the brand," he says. Writing

MANUFACTURERS COME WITH GROWTH
"FabioGonçalves behind the growth of sales of own brands of the flags are manufacturers, retailers often anonymous, betting that market to devote himself to industrial activity, without worrying about the challenges and make a mark. For 93% of manufacturers, supply to the own brands is an opportunity to expand its manufacturing capacity with lower risks and have the right buyer for the production.
"In General, manufacturers with already established brands has an installed capacity to produce for own brands, which is already considered a profitable business unit, since it is used a capacity already installed and that is idle," explains Neide Montesano, President of BMAPRO.
This is the case of Dana fields, owner of Emifor, a company specialized in the production of private label foods that meets, among others, to Sugarloaf, Walmart and Carrefour, and maintains its own line of products that takes Emifor logo.
In 2012, the Emifor billing was r $ 212 million, of which 70% is derived from supply to the major networks. Today, the company has 120 employees in two industrial parks, one in the city and another in Pirapora, both in Minas Gerais, which produce, every month, 2 thousand tons/shift of food, especially powdered milk, chocolate and corn starch, among others.
For the entrepreneur, there is a relationship of interdependence between businesses like yours and major retailers and suppliers, because there are so many qualified manufacturers on the market and, in your case, most of the revenue comes from these networks. "I treat the brand as my brand is a strategic alliance that is different from a simple buying and selling. In the same way that they check the progress and quality of production, I follow the distribution and sales markets, "explains producer, responsible for producing, packing, packaging and transport everything. "Just do not have the expense of sale", summarizes.
To Antônio Sá, Director of own brands of grupo Pão de Açúcar, the supply business for the sector has great potential. "This is a business that will grow too, and this will happen because the manufacturers gain expertise. And, if in 2012 Zanoni scored 21 new products this year wants to open production lines to manufacture microwave popcorn, flour.