Printer Friendly

European retail trends: discounters, private labels growing, hypermarkets still dominate.

Planet Retail predicts that discounters will be the fastest-growing retail channel in Europe over the next five years, although hypermarkets will maintain the largest share.

In a presentation at Brand Licensing Europe, the company's Milos Ryba noted that the largest European discounters, Lidl and Aldi, are both adding licensing to their strategic mix. Lidl joined with Warner Bros. Consumer Products, in its first retail exclusive partnership, to carry Man of Steel products in 10,000 stores in 24 countries, while Aldi--traditionally very conservative--has started carrying licensed foods, including Smurfs products.

On the hypermarket side, conversely, retailers are developing their own characters to compete with licensed properties. Auchan is expanding its Rik and Rok characters into new product categories and territories, while Casino has developed a character Crazy-Doo for products and mobile apps. And Carrefour and Disney are parting ways, Ryba says, ending their extensive DTR partnership this year.

Ryba also points out that retailer private labels are expanding, with some going to five tiers (from superdiscount to superpremium), as opposed to three (good, better, and best). This could offer opportunities for licensors, especially on the superpremium end.

In Russia. X5 co-branded its private label products with Fox's Ice Age 3 and 4 on 50 food and nonfood products, seeing sales growth of 5% in the first half of 2013 compared to the same period in 2012, even as sales for the chain overall declined.

COPYRIGHT 2013 Plain Language Media
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2013 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Licensing Letter
Date:Nov 18, 2013
Previous Article:International contacts & connections.
Next Article:Sequential acquires Franklin Mint for 'legitimacy over many categories'.

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters