1 planetretail.net Private Label Trust and Transparency April 2014 Denise Klug Retail Analyst TREND REPORT © Aldi.

1planetretail.net

Private LabelTrust and Transparency

April 2014 Denise KlugRetail Analyst

TREND REPORT

© Aldi

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1. Introduction

2. Instore Production

3. Giving Suppliers a Face

4. Outlook

ContentsContents

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Savvy consumers have raised expectations. One size no longer fits all!

IntroductionIntroduction

…demand a more personal

and relevant experience

…want to know where

their food comes from –

in some categories

…ask for transparency

…call for added value in physical stores

EXTRA: Private Label Report: Gone is the 'one-fits-all' approach

Savvy Consumers

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They bring the production as close as possible to the customer – directly to the sales floor, right in front of their eyes.

Retailers have responded by introducing the next level of transparency.

IntroductionIntroduction

They promote private label manufacturers as personal as possible by unveiling their face and showing their production plants.

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In the case of private labels, it can be difficult for shoppers to find out details about production conditions.

Unveiling suppliers of own brands reduces the mystery around these items.

Instore production can be a way to answer all questions shoppers have regarding the origin of retail brands.

They have the possibility to follow the process – not via a TV screen or monitor but with their own eyes.

To be exact, they want to know of the food’s good origin to ease their conscience.

Fuelled by an increase in food scandals and investigative media coverage shoppers want to know where their food comes from.

IntroductionIntroduction

Screenshot of walmartcruelty.com – a homepage dedicated to investigations around Walmart’s meat production.

In 2007/08, prosecutors launched a criminal investigation into stores of Swedish ICA after a television documentary revealed that they had repackaged out-of-date ground meat and put it back on the shelves in ICA Maxi hypermarkets.

Mutated eggplant from the Fukushima area of Japan where radioactive exposure is evident.

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