Real Quality and Tesco are the most recognised private labels in Poland

PMR Research, the custom research department of PMR (www.research-pmr.com), carried out a study on a nationwide sample of Polish consumers. The study was conducted in September 2009. The objective of the survey was to gain an insight into the shopping patterns of Polish consumers and their views on private labels.

The most popular own brands
The most recognisable private labels in Poland are Tesco and Real Quality, which are recognised by 61% of respondents. At the same time 60% recognises the Carrefour brand, and 40% - another Tesco brand - Tesco Korzystny Zakup. Conversely, Wiodąca Marka, Pierwsza Cena and ECO+ are characterised by poor recognition. The conclusion that may be drawn from these data is that the respondents mostly point to the brands whose name they associate with the name of a retail chain, or the brands which comprise this name.

The types of food products purchased under private label
Among all private-labelled products purchased by the respondents, the most frequently purchased categories are food and household cleaning products. As regards food purchased under own brand, the most often bought are dairy products and dry food such as pasta, rice, flour, tea and coffee. Meat, fish and confectioneries are also relatively popular.

The image of private labels

Nowadays the perception of own brands is changing in Poland and their traditional image of having low quality is gradually fading. The purchasing of private labels is no longer treated merely as a way to shop economically (66% of respondents think so) but rather as a clever, wise way to shop (56%). More than two-fifths of the interviewees claim that they buy private labels more often compared to a year ago and twenty-seven percent say that own brands constitute a significant part of their shopping.

Additional information

During the survey, PMR also asked where the respondents most frequently do their shopping. Four retail chains turned out to be clearly the most popular: Biedronka, Real, Tesco and Carrefour.

Information about the methodology of the survey
The study was carried out in all the administrative regions of Poland (voivodships), between 16th and 20th of September 2009. In each voivodship two cities were chosen: the capital and a town with between 10,000 and 100,000 inhabitants. Respondents were selected through random-route sampling. The sample comprised 416 consumers. The collected data was then submitted to weighting. The survey was conducted by face-to-face interview, at respondents’ homes. PMR surveyed those people responsible in their household for buying food and articles of everyday use.

The aim of the research was to examine the Polish consumers’ shopping habits, as well as their views on private label products. Identifying their preferences concerning shop formats, factors influencing the choice of each channel of distribution, and their shopping patterns was an important element of the project. Such an approach allowed for a description of the position private labels hold within the framework of the shopping behaviour of PMR’s respondents.

This press release is based on information contained in the latest PMR report entitled "Private label in Poland 2009 - Market analysis and development forecast for 2009-2011".

PMR Publications www.pmrpublications.com is a division of PMR, a company providing market information, advice and services to international businesses interested in Central and Eastern European countries and other emerging markets. PMR key areas of operation include market research (through PMR Research), consultancy (through PMR Consulting) and business publications (through PMR Publications). With over 13 years of experience, highly skilled international staff and coverage of over 20 countries, PMR is one of the largest companies of its type in the region.