Private labels in Spain and the challenge of sustaining sustainable FMCG markets
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The purpose of this paper is to gain insights into the retailer´s and the private labels´ role in
the growth of the sustainable Spanish FMCG market; in particular, it will describe the current
situation of sustainable third-party granted labels (Organic, Fair Trade, FSC, MSC, Rainforest
Alliance, Ecolabel and Leaping Bunny), based on Nielsen retailers panel Scan Track (2012-
13, Madrid region). To assess the current role of PLs in the sustainable market, it examines
private labels and national brands sales (units and ), numerical distribution (percentage of
retailers selling the product), prices and sales in promotion (units and ). The findings show
that national brands are still leading the sustainable market, but there is room for the
development of growing and high-value niche markets by retailers.
The purpose of this paper is to gain insights into the retailer´s and the private labels´ role in
the growth of the sustainable Spanish FMCG market; in particular, it will describe the current
situation of sustainable third-party granted labels (Organic, Fair Trade, FSC, MSC, Rainforest
Alliance, Ecolabel and Leaping Bunny), based on Nielsen retailers panel Scan Track (2012-
13, Madrid region). To assess the current role of PLs in the sustainable market, it examines
private labels and national brands sales (units and ), numerical distribution (percentage of
retailers selling the product), prices and sales in promotion (units and ). The findings show
that national brands are still leading the sustainable market, but there is room for the
development of growing and high-value niche markets by retailers.
