Private label poised for growth in Poland

   Private label is poised for strong growth in Poland, predicts market researcher PMR. It forecasts market growth of 21% year-on-year. The Polish private label market was estimated at PLN 24.6bn in 2010, which represented an increase of 17% compared with 2009.
   The leader of the Polish private label market by sales value is Biedronka, the discount chain owned by Jeronimo Martins Dystrybucja. In 2010 the share of private label products in the company’s total revenue hit 56%, with sales worth PLN 10.8bn. The second-biggest player is Lidl, the number two discounter, followed by Tesco.
   Discount chains continue to dominate the Polish private label market. In 2010 their share in total private label sales in Poland exceeded 55% and PMR expects it to continue to rise steadily in the years ahead, fuelled by rapid expansion of the discount store network.