Introduction This report on Lidl forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on Lidl's UK operations, and how the German discount retailer is capitalizing on rising demand for discounters at a time of increased economic worries.
Scope
Insightful analysis into consumer's attitudes, beliefs and motivations behind private label versus famous brand purchases
Consumer survey insight covering 15 countries. Examines attitudes to brand image, price/value and personal and household care products more generally
Detailed action points offering practical strategies for private label and famous brands based on the trends and insights analyzed in the report
Covers personal and household care sectors. Geographic coverage includes Europe, the US, Asia Pacific and the BRIC markets
Report
Highlights The adoption of a 'recessionary mindset' is already changing consumer attitudes and behaviors with regards to overall spending and their actual product choices. Any worries that consumers have about the economy only serve to strengthen private label spend because store brands are seen as an important way of achieving value for money
In the US, the overall market for private label was worth $70.4bn in 2007. Of this amount, private label personal care contributed $7.3bn in 2007 and is expected to account for $11.3bn in 2012. The market is far less developed in Asia where consumers are more brand conscious and skeptical of own label brands
Marketing fatigue potentially enhances the appeal and relevance of private label brands, especially as advertising is a key defense tactic for famous brands. Across the 15 countries surveyed by Datamonitor in August 2008, 47% of respondents 'strongly agreed' with the statement, there is too much advertising today.
Reasons
to Purchase
Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market
Table
of Contents
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