Private labels - a comparison in Central and Eastern Europe

Roman Baszun
Kinoulty Research, Poland

One of the most visible effects of the transformation of Central and Eastern Europe economies in the last 15 years is the change that has occurred in the retail sector. The post-communistic countries are reducing the gap to Western Europe incredibly quickly. Anyone who had visited Hungary, Poland or the Czech Republic in the early 1990s would be amazed at the scope and pace of change that has taken place.

In the last few years Central and Eastern Europe countries have experienced an exceptionally fast spread of hypermarkets and other modern trade formats, which resulted in a fundamental change in consumer attitudes and shopping habits. Joining the European Union in 2004 created the opportunity to apply new solutions in logistics and distribution, price and product strategies: This also includes shops' private labels, which are the focal point of this document.