Supermarket chains like Supermaxi, Santa Maria, Magda and Mi Comisariato in Ecuador all have their own range of own labelled products, from cooked meats to eggs and personal hygiene products. These items are an average USD 0.20 (EUR 0.14) less expensive than similar products carrying other brands. Supermaxi's own chicken costs USD 4.6 per 2.5kg, compared to USD 5.27 that can cost a similar chicken carrying other brand.
Its own range has been so successful that the company is now considering adding new items to it. The gap between Santa Maria's own labels and other labels can reach up to USD 0.4 per product. A 12 toilet rolls pack carrying Santa Maria's own brand costs USD 0.43 (USD 3.31) less than a similar pack carrying other brand. Despite the lower costs of its own products, own labels only account for 3% of Santa Maria's sales. Magda and Mi Comisariato also have their own ranges.
Publication: Esmerk - News monitoring
Provider: Esmerk
August 27, 2009
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