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PRIVATE LABELS ARE ALL ABOUT INNOVATION!
INNOVATION PUTS A POSITIVE SPIN ON DISCOUNT.
VARIETY OF SENSES: SIMPLE INNOVATIONS, RISKY INNOVATIONS...
TREND: THE RETURN OF THE POTATO PEELER!
“FOOD PRODUCTS: WHEN LESS INFORMATION IS MORE DIGESTIBLE”
FEAR MARKETING AND THE HOW TO OF FOOD
THE CRISIS AND THE “NON-PURCHASING” POWER OF THE CONSUMER
TO BOLDLY GO WHERE NO FOOD HAS GONE BEFORE…
CLIENT AREA

Private Labels are all about innovation!

 Xavier Terlet, (President of  XTC world innovation), 12/2015

Alouette. In 1976, that was the code name for the most secretive master plan launched by French retail giant Carrefour’s directors, who were about to revolutionize distribution and production. At first, the Produits Libres line of discount staples, and the no-name and house-brand products, were nothing more than carbon copies of the originals, stripped of any added value. Chocolate simply called “chocolate” and coffee branded as “coffee” were immediately belittled by the big brands and instantly copied by every competitor. These products were a godsend to the few farsighted SMEs that dared to jump on the idea (Cémoi, Senoble, etc.).

In the frenzied dash to copy everyone else, the brands quickly lost sight of the whole point of Private Labels: differentiation. “No one else, anywhere, makes this product,” is a claim few brands can make these days. Yet that was exactly what made Picard the frozen foods king it is today!

Of course, the resulting added value (meaning innovation) have guided our brands for the past 20 years, though to be honest, more so in the United Kingdom than in France. That being said, it’s important to note that this added value was completely devoid of originality. Every brand has or has had its “home-grown tradition” product range, its “health/fitness” range, its “exotic,” “organic” or “snacks” product line. Today, although each one is being fine-tuned (gluten-free, vegetarian-friendly, etc.), not a single one stands out. In fact, the same suppliers are oftentimes behind all of them.

The economic downturn of 2009 slammed the brakes on growth in PL innovation. Marketing teams across the board simply shelved their innovation and differentiation plans to refocus their efforts on safe bets (popular items) and left innovation to the manufacturers, which quickly adapted to the task.

After losing too much market share, this strategy has lived long past its best-before date, given that evolving consumer demands require a permanent renewal of the offer. Today, most brands are clearly taking innovation seriously. Of course, copying the successful national brands is a strategy that lives on and will likely never die. However, Innoscope PL 2016 unveils some real house-brand positioning strategies, some new categories being pre-empted, and some breakthrough innovations that embody the notion of thinking outside the box.

There’s still a lot of work to be done in terms of innovation, especially with respect to certain consumer needs, where PL products seem more legitimate and appealing than national brands.

Because after all, Private Label products are definitely about innovation.

Events
Press room

• Marie Claire "Demain, tous flexitariens ? " 04/2017

• Food Morning #3 "L'innovation moteur du sans frontière " 04/2017

• LSA "Les aliments enrichis parient sur le naturel " 04/2017

More information

XTC database TM is the worldwide database of Innovative food products

 

Updated daily according to strict criteria, the database can be used anytime to find out about the latest innovations being offered to consumers the world over.

It allows users to conduct searches by cross-referenced criteria and keywords covering any and all areas of interest, be they R&D, marketing, packaging, design and so on.

Innovation Intelligence - Innoscope Private Label  - World Innovation Panorama - World Health Food Innovation Panorama - Ad Hoc Studies - Consulting - Product searches - Innovation Seminars -Trade Show Reports - XTC Trends Tree - XTC Genesis Method - XTC database - New products - SIAL - FMCG (Fast Moving Consumer Goods) / CPG (Consumer Packaged Goods) - new products database - monitors worldwide product innovation - new product - customized intelligence - NPD - New Products Database - trends and innovation - CPG /  FMCG industry trends & drivers - Food industry - monitoring trends and innovations - Private label innovation - Food innovation database - Food and drink new products - Global new products - food innovation - new claims - new ingredients - innovative products - product development and innovation - new product database - NPD - new product development - product launch - new product forecasts - FMCG trends - NPD process - market insight - new product ideas - ideation process -innovative ideas -new concepts - ideation sessions - category analysis - Food Innovation Lab - insight - Innoscope Private Label

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