Romir: the growth potential of the segment of own trademarks

Products of retailers own trademarks continue to gain popularity in Russia. According to Romir’s research, 79% of Russians are able to distinguish the goods of their own brands from other brands on the store shelves. On the average, 46 times a year the buyer chooses retail products.

Sales of goods of retailers own trademarks have grown steadily over the past three years. By the end of 2021, their share on the Russian market was 7.1% compared to 5.9% in 2020 and 5.2% in 2019.

Development of retailers own trademarks is about more than just foodstuffs. Non-product goods are also actively support the growth in sales. Over the past year, non-product goods sales have grown by 26%, while food sales have grown by 9%.

The results of the last three years showed a dynamic development of delicacies, semi-processed foods, dried fruits and beer among selected categories.

Sales of baby care goods, detergents, canned meat, chewing gum are began to decrease. One third of Russians are fully satisfied with the breadth of the range of their trademarks, 43% are partially satisfied.

For sales volume «Pyaterochka» is the leader of the year 2021. «Magnit» and «Lenta» are also in top three at products sales amount. Own trademarks goods of «VkusVill», «Perekrestok» Auchan and Spar have a considerable market share. «Goods under own brands have demonstrated a positive trend in sales and customer loyalty in recent years. This is a good signal for retailers to develop the direction. This is especially the case at the moment, when it is important for the buyer to buy goods with minimal brand mark-ups in the retail chain of company that he trust», said Ksenia Paizanskaya, senior director of Romir customer service.

*Romir Consumer Scan Panel is based on  the data from a survey of household consumption

of 40 000 consumers in more than 220 cities of Russia with the population over 10 000 people.