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Polish private label biscuit market
2011-05-27
Geographical coverage
Poland
Delivery time
12 weeks
Client's need
Our client, an important player on the Polish biscuit market, realised its growth potential by entering a new market - that of private label products. The company needed not only precise information on the structure of the market but also advice on the way to approach specific market players and to tailor its offer for successful market entry.
Our deliverables
The PMR project team carried out comprehensive research to find out more on the functioning of the private label market. Our consultants conducted numerous interviews with diverse market players, including major retailers, producers of private label biscuits, external market experts, agencies which cooperate with retailers and many others.
In addition, numerous store checks were carried out to identify private label biscuit product offers and to determine the shelf positioning and promotional tools used. All private label biscuit products on the shelves of the major retailers were purchased and analysed. A detailed product database of several hundred SKUs was prepared, with the store checks and an analysis of the products purchased used as a basis. Major retailers and key competitors (producers of private label biscuits) were profiled, and this provided the client with valuable insights into each of them.
In addition, the biscuit market and the grocery retail market were described, to provide our client with background information.
Value for the client
Due to the market intelligence research conducted by PMR consultants, our client obtained a professional analysis of the Polish private label biscuits market, including key players, market potential and development forecasts. The client also received a database of private label products present on the market. The study enabled our client to assess market power and market efficiency as well as name factors determining business success.
