If (like who writes), some cana already most likely remembers names such as Frigopie, Mikobruja, Mikopete or Colleaget, among a long list of ice cream brands that you recognized with the naked eye on the posters of the beach beach bar. Today The kingdom of Spanish ice cream It is quite different. Reigns the white brand, which monopolizes 70% of the market, and with it they gain weight in the freezing freezers almost unknown to the general public.
The best test leaves Mercadona.
The rematch of the white mark. It is nothing new. Nor exclusive to the ice cream industry. For a long time, Spain’s supermarkets see how the white brand monopolizes more and more space In its lines and is done with a larger hole in the shopping baskets. There are data that demonstrates it clearly.
Last year Kantar published A report which reveals that in just five years, between 2018 and 2023, the presence of white brand products has increased by 13% In the big supermarkets. Opposite direction have followed the goods of “brand of the manufacturer”, whose weight in the linear was reduced about 23%.
“There are no brands”. In some national chains that loss of land of the “manufacturer brands” would have even been greater. According to Kantar’s calculationsin Dia and Mercadona the assortment was reduced more than 40% during the same period, in Eroski the decrease exceeded 30% and in Carrefour and Alcampo approached 20%.
The result? In a good part of the categories of supermarkets, house brands already represent the vast majority (65%) of the assortment. “There are many in which there are no brands. It is not less, it is that there is,” summed up A year ago in the Bear Consumption Director, César Valencoso.
Goodbye Frigopie, Hello landowner. In that context surprises less Another recent report of Kantar that focuses the focus on a very concrete niche: that of ice cream. After examining sales, the consultant found that the brands associated with the distributors have imposed on others recognizable and with a long journey in the sector, such as Frigo, La Milk, Maxibon or Häagen-Dazs.
And there is a fact that demonstrates it roundingly. According to the consultant’s records, the first, the teachings of the chains themselves (landowner, eroski or auchan, to name three example) they are already monopolized 68.5% of the market value.
That growing weight of white brands responds to several reasons. The main one, the price. In many cases, the chains have been able to offer their clients white brand brands similar to those of the competition, but at more tight prices. And that is a fundamental advantage. In 2024 AECOC elaborated a survey that shows that rates remain the decisive factor for 73% of consumers.
A name: Estiu. That growing role of white brands in the refrigerator industry has led to a peculiar situation: one of the great ice cream manufacturers in Spain is unknown to most of its customers, who can consume their cakes, Mochis and sandwiches daily without ever heard its name. The reason? When they buy them in the boxes there is another brand that is recognizable for them, landowner, the food firm of Mercadona.
Last year Juan Roig’s chain remained the main supermarket operator in Spain, with a 26.6% market share in food distribution. Beyond that figure, if the company stands out for something, it is for its commitment to white brand items, including landowners.
A quick search in Your online catalog It shows however that their articles come from other manufacturers, such as Aiadhesa (Alicante), Lacrem (Barcelona) and above all Ice cream Estiua company founded in 1983 based in Ribarroja del Túria, Valencia. Their names do not appear large on the front of the boxes (there is the brand of Mercadona), but it is found on the back.
A fact: 8.8 million. The weight of Mercadona and the pull of white brands, among other factors, has allowed ice cream to close 2024 with a balance more than acceptable despite being located in an area punished by the Dana. According to The data That he has just published and that Europa Press revealed a few days ago, last year the firm sold about 45 million liters of ice cream and reached a turnover of 150 million euros. Its benefits account stood at 8.8 million.
The Mercadona supplier has also seen how its workforce increased by 8% and mobilized investments worth almost seven million euros, raising the total amount of the last five years above the 43 million. Although your case is especially interesting, it’s not The only Spanish ice cream manufacturer that has supported part of its production in the supply for white brands.
Image | Liam Shaw (UNSPLASH)
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