Italian market leader Coop Italia is revolutionizing its private label assortment by expanding it with over 5,000 items within the next two years. The aim is to double Coop’s own brand market share in this period from 3 billion euros to a value of 6 billion euros. It is the largest ever own brand repositioning in the country.
To secure new products, the retailer is expanding its supplier base with an additional 250 private label manufacturers, eighty percent of whom are Italian SMEs. Initially, breakfast products were launched, next are soft drinks, pasta and other product categories with a special emphasis on gluten-free, free-from and organics.
Coop says it is rolling out this operation to keep consumption afloat without putting a strain on the budget of Italians. At the same time, the project forms the basis of the retailer’s future strategy towards a convenient, innovative and affordable offer that responds to the needs of consumers.