Categories / Beverages

Report Says Edeka Mulls Exporting Private Label

May 3, 2013

Planet Retail reported Friday that German retailer Edeka is considering exporting its private label energy drink, Booster, to retailers.

The report, first appearing in the German publication Lebensmittel Zeitung, said that Edeka was considering the exports for other international sourcing partners, including Aldis/Agenor, Intermarche in France, and Eroski in Spain.

Edeka said its private label penetration is about 20 percent in dollar sales, Planet Retail reported, with unit sales just below 33 percent. Private label sales grew 11.8 percent in 2012, with national brands up 3.9 percent.

Planet Retail reported that national brands offered higher margins, especially when compared with value-tier private labels, but national brands often are sold at promotional prices while Edeka is developing a strong mid-tier private range. 

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