2025年商超自有品牌洞察报告-春雷启序，循势增长-尼尔森IQ

Core Insights - The NielsenIQ report indicates that private labels in supermarkets are entering a critical development phase, transitioning from a low-price strategy to a focus on quality and differentiation [1][2]. Industry Trends - 68% of retailers prioritize optimizing product assortments, including private labels, as their main resource investment for 2025, highlighting its strategic importance [1]. - 56% of Chinese consumers are willing to purchase more private labels, surpassing the global average of 53% [1][11]. - Private label sales in modern channels are projected to grow by 12.9% by 2025, significantly outpacing manufacturer brands at 4.8%, while still being priced 16% lower than manufacturer brands, showcasing a clear value advantage [1][19]. - Despite this growth, 77% of consumers still prefer familiar branded products, and 50% believe manufacturer brands are worth a premium, indicating challenges for private labels in overcoming quality trust and brand loyalty barriers [1][12][16]. Category Performance - Categories showing growth for private labels include yogurt, flavored milk, and packaged water, which leverage "big item" strategies and quality upgrades to attract consumers [1]. - Innovative categories like ready-to-drink tea are exploring differentiation through technological advancements [1]. - Categories experiencing declines, such as soap and skincare products, reflect high brand dependency among consumers, indicating insufficient competitiveness for private labels [1]. - Freshly baked goods and ready-to-eat meals are emerging growth areas, with short-shelf-life baked bread sales increasing significantly and ready-to-eat meal counts growing by 3.5 times, demonstrating consumer attraction to "real ingredients" [1]. Strategic Recommendations - Successful development of private labels requires a multi-faceted approach, including careful category selection based on supply chain capabilities and overcoming procurement barriers for imported goods [2]. - Retailers should enhance product development, supply chain management, and brand building to transition from a low-margin, high-volume model to a high-margin, focused sales strategy [2]. - Collaborative marketing between manufacturer brands and private labels can enhance category flow and avoid direct competition, fulfilling different consumer needs for mutual benefit [2].