E-commerce retailer Rohlik Group owner of retail e-commerce platforms such as Knuspr (Deutschland) und Gurkerl (Österreich), we are still building a complete portfolio of private-label products, and therefore trends are influenced by the character of the categories in which we have already developed value-for-money private-label products.
However, we can confirm that, in all categories where we have launched new value-for-money (VFM) products, these products are penetrating very well, while they are also fulfilling the objective of being the best-selling products in the respective category.
In what product categories have you seen the highest private-label growth, and why?
The most successful categories in the VFM segment are dairy products and cold cuts, and we expect great potential from the nut and plant-based categories.
How are you seeking to adapt your private-label offering to cater to both value-hungry and premium shoppers?
We have divided our product range into three segments: top (premium farm products), mid (A-brands) and low (entry price segment).
We therefore divide our private labels in the same way, with each of the top/mid/low segments having their own private labels that target a specific group of customers – for example, the premium private label targets price-insensitive customers, and the VFM private labels target price-sensitive customers.
What new private-label product launches or campaigns have proven particularly successful over the past year?
Very successful products include the range of organic plant-based drinks or nuts under the Yutto private-label brand and smoked salmon under the Pappudia brand. These products exactly match the brand promise, i.e. A-brand quality and product design at a significantly lower retail price for the end customer.
