Private label food products: Consumer perception and distribution strategies

Abstract

Food Products Private Label PL, are foods produced by the food industries on order of food distribution companies. Their characteristic is that they are similar to industrial brands but are marketed under the name of the distribution company. Over time they have spread to countries with high per capita income, so much so that today they have become an established product in the food market. Today the PL makes it possible to overcome the criticalities that small agricultural businesses have, which cannot relate to the large-scale retail trade. The PL allow the survival of the company and the permanence of the man in the rural environment. The aim of this research was to analyze the benefits of PL foods for the distribution company. To this end, we carried out a market research by analyzing a sample of families or cohabitation. The information requested was aimed at exploring the consumer's approach to PLs. The results of the research show that PLs, for various reasons including price and food safety, are now an established food product in the food market, so much so that they constitute a competitor for industrial brand products. They allow many agricultural enterprises in marginal areas to reach the market and be competitive. This allows a man to stay in the territory with positive effects on the environment.