White marks

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Jordi Aymerich, professor in the Marketing area of the University of Barcelona, participates in the RTVE program Anem d'estiu through an interview about the White marks.

According to Jordi Aymerich, there is a change in habits that arises as a result of the crisis, where the white label begins to increase its penetration rate: both in terms of penetration and the number of consumers who buy a white label, which would be around 80% – 90% , such as share or market share, that is, what the white label represents within the total shopping basket, which would be around 40%. These data place us, today, at levels above the European average.

Aymerich comments on the keys about the private label(or, white label) and the manufacturer's mark.