that of white brands

Silent but overwhelming, White marks They have been gaining weight in the Spanish purchase basket for years. Also in summer. A report Recent of Kantar reveals that the teaching linked to large distributors, such as Mercadona or Alcampo, have become more and lighter in an industry until not so much linked to large manufacturers: that of ice cream. So much so that according to Kantar, white brands almost monopolize 70% of the market value.

The big question is … How have they achieved it?

A percentage: 68.5%. White brands, those associated with distribution chains such as Mercadona, Carrefour, Aldi or Alcampo, have more and more weight in one of the most visited supermarket sections in summer: that of ice cream. It shows it clearly a Kantar report revealed by The economist which reflects that the badges of the distributors have been imposed on brands with a long journey in the sector, such as frigo, dairy, maxibon or häagen-dazs, already monopolizing 68.5% of the market value.

A key: the price. To understand the growing weight of white brands in the ice market, several keys must be handled. One of them, fundamental, is the price. A box can cost more or less depending on whether it is a brand associated with chains such as Carrefour or Mercadona or a traditional firm of the sector. For example, A tarrine Belgian chocolate Häagen-Dazs of 460 mml costs 7.29 euros while another of Carrefour Sensation with the same flavor and 500 ml is announced by 2.65.

An American manufacturer boat with 460 ml of cheese cake with strawberry syrup slope 6.29 euroswhile a similar Eroski Seleqtia option of 390 g is sold by 4.35with what the kilo comes out 2.5 euros cheaper. The article may not be exactly the same and time to decide the purchase, other factors beyond the cost, such as the quality or perception of the brand, but the price difference plays a crucial role. Last year Aecoc ShopperView conducted a study that shows that rates are still the factor that opts for purchase decisions for 73% of the interviewees.

Beyond ice cream. That white marks have gained land to large manufacturers such as Unilever, Nestlé or General Mills until almost 70% The market value is not explained only by the drift of the ice cream sector. The trend coincides with another equally important: the General expansion of the distributor brands in the shopping baskets. Other Recent reportalso of Kantar and disseminated by Expansionshows that in two decades, between 2003 and 2024, its value quota has been duplicated. Of supposing 20% ​​it has been touching 44%.

That weight gain has come accompanied by A change in role of brands such as Auchan or Landing. After years of crisis and price increase, the distributor’s badges have managed to make a hole thanks to their aggressive cost policy, winning a quota that has not yielded either with inflation or the exit of the crisis. Ice cream leave an example, but not the only one. In 2023 A ALIMARKET study He showed that white brands had made almost 82% of the volume of sales in drugstore and perfumery.

It matters what … and where. Another important factor is where we buy ice cream. The report De Kantar shows that last year 81.6% of the market value was monopolized by organized distribution chains, especially supermarkets and self -service stores. It is an overwhelming percentage and also shows a clearly ascending trend. Just four years ago that same footprint was 78.5%, several points lower. The operators specialized in discount gain ground and the hypermarkets, which monopolize 12.2% of the ice cream business.

The phenomenon is interesting because that growing weight of supermarkets coincides with an expansion within the chain sector that stands out precisely for their commitment to white brands, which is known as specialized operators in short assortment. In 2024 Mercadona was the main market share signature of the country, with A weight of 26.6% in food distribution. IFA, Carrefour, Lidl, Eroski and Dia also stand out in the sector, with a wide range of distributor brands.

The backdrop. Beyond what or where customers buy, the refrigerator industry faces a complex scenario at the doors of summer. The sector has been watching with concern months The increase of the coconut oil due to environmental factors in Southeast Asia, a challenge to which the climbing of the price of cocoa is added international A record speed In Spain.

According to The latest data of the INE, ice cream are now 3.8% more expensive than a year ago, a percentage that almost doubles the general CPI, which last month stayed at 2%. If we look further back, before the pandemic, the average price of the liter of ice cream has become more expensive 33%.

Images | Michel Stockman (UNSPLASH)

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