Private label products in Brazil are, on average, 20% cheaper than branded products. However this range can vary significantly depending on the specific product type and the retail outlets in which the product is being sold.

1. Market Opportunities and Business Strategies in Private Label Branding in Brazil
Private labels accounted for a market share of 3.8% in Brazil in 2007. This figure grew by
0.7% during the review period to reach a market share of 4.5% in 2011. The global
financial crisis led to consumers becoming more value-conscious. Brazilian consumers have
become more willing to try private label products at the expense of branded products in
order to save on their grocery expenditure.
The growing share of organised retail in Brazil meant that retailers continued to improve on
the quality of their private label products and started marketing them between the leading
and discounted brands. While the low cost of private labels continued to be the key driving
factor, manufacturers started entering the premium market by offering high value products.
Over the forecast period, private labels are expected to record positive growth and be
driven by consumer demand for high-value products.
There is an increasing trend of collaborative product development in the Brazilian market.
As a part of this trend, companies are involving consumers in product development activity.
Some of Brazil’s key private label product categories include paper napkins, paper towels,
alcoholic drinks, carpet cleaner and disinfectant.
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Scope
 This report provides a comprehensive analysis of the private label market within the
consumer packaged goods industry in Brazil
 It provides an overview of key global markets for private label
 It provides comparison of private label market share in Brazil with Latin American
countries and with the key global markets
 It provides historical shares for the Brazilian private label market for the report’s
2007–2011 review period and forecast figures for the 2012–2016 forecast period
 It highlights the consumer, business and economic factors driving the private label
market in Brazil
 It covers a summary on the key challenges facing the private label market in Brazil
 It details the business strategies of private label brands by retail store formats
 It discusses the key emerging product strategies in the Brazilian private label market
 It compares the pricing strategy adopted for private label products in key categories
 It outlines the purchasing habits of Brazilian consumers by age-group across branded
and private label products
 It outlines the future outlook for the Brazilian private label market
 It profiles the major retailers in the private label market in Brazil
Major points covered in Table of Contents of this report include:
1 Executive Summary
2 Market Size and Forecast

2. 3 Key Trends and Drivers
4 Brand Positioning and Target Segment – Strategies and Initiatives
5 Future of Private Label in Brazil
6 Challenges
7 Case Studies
8 Appendix
List of Tables
List of Figures
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Report Details:
Published: March 2012
No. of Pages: 39
Price: Single User License: US$1950 Corporate User License: US$5850
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