The distribution brand or white label grew again among Spanish consumers in 2019. Thus, these products reached a market share of 37.7% after growing 1.5%, as can be seen from the «Balance of Distribution and the Great Consumption 2019 »of Kantar. In addition, the average expenditure on distribution brands among Spaniards has risen by 164 euros in 10 years. From the consultant they explain this new «transfer from the exclusive brands» for the greater penetration in the Mercadona market and «the growth in Spain of the Lidl and Aldi models» since they are chains that prioritize their own products over those of brands of manufacturers.
Distribution brand products are, therefore, increasingly valued among Spaniards. If we enter the food comparators of the OCU Consumer Organization we find white label products in the top positions due to their high quality and reduced price ratio. In this sense, we review the distribution brands highlighted in the last categories analyzed:
Sliced Iberian ham: From an analysis of the OCU it follows that in the category of sliced 100% Iberian acorn-fed ham is the gourmet club ham El Corte Inglés 100% Iberian acorn. On the other hand, in the category of sliced ham of acorn 50% Iberian breed the brand of El Corte Inglés occupies the second place. We also found several distribution brands in the category of sliced ham of bait 50% Iberian breed: Realvalle de Lidl (2nd), Sierra Leales (88), Auchan (4th) and La Charcutería de Mercadona (5th)
Olive oil: In the OCU comparator in this category, distribution marks from second place by score are included. Here we find white label oils such as Carrefour Virgen Extra (2nd), Gran Mercadona Selection (3rd), Auchan de Alcampo (4th) or El Corte Inglés (5th).
Strawberry yogurts: The conclusions of the analysis of the consumer organization conclude that the first four positions based on nutritional quality are occupied by white label products in this order: Eroski yogurt with strawberries, Milbona de Lidl line yogurt with strawberry, Mercadona linnea V strawberry skim yogurt with strawberry and El Corte Inglés skim yogurt with strawberry pieces.
Gazpacho and Salmorejo: The four best packaged gazpachos selected by the OCU were Traditional Chef Select from Lidl, Traditional Ally of El Corte Inglés, Hacendado Andaluz de Mercadona and El Corte Inglés Tradicional. For its part, in the list of salmorejos of better quality, the white mark is present interspersed from second place: Salmorejo hacienda in the Cordoba style of Mercadona (2nd), La Huerta de Hacendado Salmorejo Fresco de Mercadona (3rd), Eroski Salmorejo (6th), El Corte Inglés Salmorejo (6th) or Chef Select Traditional Salomorejo de Lidl (7th).
Cooked turkey slices: As with the ham, the percentage of meat percentage of each product varies between 50% and 95% and should be checked well before choosing the brand. In the OCU, the quality of some distribution shows such as Delicato de Aldi (1st) or Real Valle de Lidl (3rd) stand out.
Frozen hake fillets: The following white marks also stand out in this classification: Carrefour cape hake fillets (2nd), Eroski basic hake fillets basic (3rd) or Allied hake fillets from El Corte Inglés (5th).
Semi-skimmed milk: This category is led by a white-label milk: Hacendado (Mercadona). The first five classified according to quality also include other distribution brands such as Consum (3rd), Eroski (4th) or El Corte Inglés (6th).
Pre-cooked doughs: In this case, the white marks lead the list: Eroski pie dough (1st), Auchan rectangular pie dough from Alcampo (2nd) and Hacendado rectangular mass from Mercadona (3rd). .