Senior directors from brand manufacturers, including Kraft and P&G, have given their 100% backing to the discount sector.
Steve Newiss, vice president of global customers for Kraft, told delegates the discount channel now made up 17% of the European market. “You can’t cut out swathes of customers who shop at discounters. Instead, we’re looking at appropriate ranging and sizing.”
P&G global director of customer business development, John Molter, warned he would be aggressively competing with discounters who would not stock his products, such as Aldi.
Colgate-Palmolive international director Stefan Bolsius said the glory days weren’t yet over for brands, despite the rise of private label. “You never see these labels come up with innovation, they simply follow our lead.”