Dominant brand names see strong growth
Dominant brand names like Campina, Unox and Heineken saw strong growth in turnover over the past year.22 February 2008
ZALTBOMMEL – Dominant brand names like Campina, Unox and Heineken saw strong growth in turnover over the past year.
Growth in turnover of the hundred largest brand names reached 5.2 percent, even higher than the turnover growth of the supermarkets themselves. This is the first time this has happened since 2001, according to research by IRI Nederland.
Over the past years brand name turnover has come under a great deal of pressure because of the price wars at supermarkets.
Growth in the past year mainly occurred in fresh products, in which brand names barely play a role. In 2006 the 100 biggest name brands only saw growth of 2.6 percent.
Ronald Laureijsen, director at market research company IRI, says the 'health' aspect has contributed greatly to the growth in turnover for brand names. IRI says this can partly be attributed to the recommendations from diet guru Sonja Bakker.
With turnover of EUR 372 million, Campina was the largest brand name in the Netherlands for the sixth consecutive year, followed by Marlboro with EUR 270 million and Douwe Egberts with EUR 269 million.
[Copyright Expatica News + ANP 2008]
Subject: Dutch news