Consumers are increasingly choosing to buy "white label" products, i.e. the supermarket company's own brand.
Because there is also an increasing variety of own-brand products.
Those who don't like it are the other companies, who have been used to supplying their products to the same retail chains for years or decades.
In Spain, El Economista highlights Promarca's complaint: since 2019, almost 4,000 product references from traditional manufacturers have been withdrawn - at the same time, almost 2,000 new "in-house", private label products have appeared.
Promarca is a Spanish association that brings together major companies such as Coca-Cola, Pepsico, Danone, Campofrío, Calvo, elPozo, Heineken and Pescanova, points out Executive Digest.
Kantar's figures show that the variety of products has fallen by 23% in the last five years. Among others, Mercadona has cut 45% of its manufacturer references, Dia 42% and Lidl's variety has dropped by 14%.
Other recent withdrawals confirm the trend: Pepsico products have disappeared from Carrefour stores, Bimbo has left Dia's shelves and Mercadona no longer has Leche Pascual products.
According to the president of Promarca, Ignacio Larracoechea, most supermarkets are doing this.
And the idea is to increase commercial margins by limiting consumers' access to traditional products and reducing the variety of the market.
As a result, Larracoechea warns, factories will close and more people will become unemployed.
Retailers apply margins up to three times higher for their own-brand products, according to the president of Promarca.
