PRIVATE LABELS У РОЗДРІБНІЙ ТОРГІВЛІ: СУТНІСТЬ, ВИДИ ТА РЕГІОНАЛЬНІ АСПЕКТИ РОЗВИТКУ

Abstract

The article provides the essence of the concept of "own trademark" (Private Label) clarification, taking into account its use as a tool of competitive struggle of both traditional trade and e-commerce subjects. The active development of e-commerce expands the possibilities of Private Label using. The number of products under Private Labels on online platforms can be measured in thousands of units. A comprehensive classification of goods under Private Labels is given. Such classification features as product type, product group (purpose), price level, connection with the name of the trade network, policy of own trademarks using, the nature of production facilities, geography of production, consumer perception of prices and quality, the place in the retailer's brand structure, prevailing elements of added value formation for the consumer were highlighted. The motivational manifestations of the retailer's behavior are formulated and the triad of his intentions to create a Private Label is defined. So the Private Label has dual character with positive (creative) and negative (destructive) manifestation. The process of managing the goods under Private Label (PL-management) by retailer has six characteristic features. They are determined as identity, universality, voluntariness, proactiveness, advisability and autonomy. The condition of Private Labels market development was considered and the features of its manifestation in the cross-section of the world's continents were determined. The turnover of private labels increased by 41% from 2013 to 2018. At the same time, the turnover of national brands increased only by 7.4%. Private labels are the most widespread in Western Europe and account for a fairly modest share of total sales in the FMCG market in Latin America, Asia-Pacific, Africa and the Middle East. The dynamics of the share of Private Labels in the total volume of goods sold in the countries of Western Europe during 2012–2021 were analyzed. Positive dynamics during this period were found in all countries of Western Europe, with the exception of Norway and the Czech Republic. In the coming years, the global market for Private Label products will be generally grow.