FRANCE: Private label market share continues to shrink | Progresiv
Private label products are losing market share against their branded counterparts in hypermarkets in France, as their ongoing decline since peaking in popularity in 2009 continues unabated, LeMonde.fr reports. The hold private label products have on the French market is about 28 per cent. Significantly, this has fallen two whole percentage points in the last seven years. 
The category of private label in French hypermarkets was at its zenith in 2009, when it commanded in excess of 30 per cent of the market in terms of value.
Le Monde refers to 2015 as the year when French private label experienced its most “spectacular” decline. And yet, the number of private label products on the shelves of supermarkets and hypermarkets in France has risen by 15 per cent since 2009, according to Nielsen figures.
Pascale Cartier, Monoprix’s director of food, was quoted by the French broadsheet as saying, "In the last two years, the promotions effected by national brands and price-reductions brought about by retailers have weakened the perception among consumers that there’s any real difference between private label products and branded products." (www.esmmagazine.com)
