Russians began to choose more expensive private label products

Thus, the maximum sales growth rate was recorded for MEAT, sausages, hard, soft and processed cheeses, pasteurized MILK , beer, water and biscuits. That is, in 8 out of 14 categories in retail, they are the largest in terms of sales turnover. In general, such private labels account for up to 50% of grocery trade. For example, in the largest private label category - "raw meat" - sales of premium products increased by 6.3%, in the middle segment - by 11.4%, but fell in the economy by 2.3%.

In the "sausages" category, demand for premium increased by 30%, economy - only by 2%, in hard cheeses - by 53% and almost 5%, respectively. Sales of medium-level private labels in the "water" category grew by 36%, economy - fell by almost 1%. With the departure of a number of foreign brands from the Russian market, the role of private labels received a new interpretation and the process of replacing goods from the middle and high price segments with products under the brands of chains began, which now successfully competes with brands from premium niches, said Konstantin Loktev, Nielsen Retail DIRECTOR .

Every year, the line of private labels of federal chains is expanding, including due to products of medium and premium levels: such goods are in demand among consumers due to their high quality and more affordable prices , the Association of Retail Companies (AKORT) told Izvestia.

“Buyers, in search of the best offer, are ready to switch from well-known brands to high-quality private labels. This behavior fits into the logic of the trend of conscious consumption and rational shopping,” they added. Buyers are increasingly aware of the optimal choice of private labels in terms of value for money, agrees Artem Sokolov, president of the Association of Internet Trade Companies (AKIT). If in the first years of appearance on the market of own brands of chains, consumers preferred the budget segment, today affordability has ceased to be the main criterion and both of these factors remain decisive, the expert emphasized.