LA MARCA DE DISTRIBUIDOR EN EL SECTOR ALIMENTARIO DE ESPAÑA
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2016-06-22
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Jaén: Universidad de Jaén
Resumen
[ES] La marca de distribuidor en el sector alimentario de España ha experimentado
una gran evolución desde su origen en los años setenta cuyos envases eran blancos
razón por la cual se popularizó la denominación de marcas blancas y su buena relación
calidad-precio propulsó el cambio de pensamiento del consumidor conquistando el
mercado. Suelen llevar la denominación de su canal de distribución y han producido una
intensa remodelación del mercado al sustituir el modelo tradicional por los
supermercados, que demuestran una tendencia creciente a apostar por las marcas de
distribuidor. Distinguimos cuatro tipos: marcas genéricas, imitaciones, de calidad y de
innovación en valor. Compiten en el mercado con las marcas de fabricante y por ello es
necesaria su regulación en la Ley de Competencia Desleal, Ley Defensa de
Competencia, el artículo 38 de la Constitución Española que garantiza la libertad de
empresa en el mercado así como la Ley 28/2015 que regula la defensa en calidad
alimentaria. Esta investigación analiza su concentración regional, así como competencia
y consumo de las marcas de distribuidor en el sector alimentario de España, para ello
profundizamos en las estrategias adoptadas por los distribuidores líderes en ventas
respecto al sector alimentario.
[EN] Private label in the food sector in Spain has evolved greatly since its inception in the seventies whose containers were white and because of it, the name of private label was coined and its good quality-cost relationship promoted the change of the consumer thinking conquering the market. They usually carry the name of its distribution channel and have produced an intense reorganization of the market by replacing the traditional model by supermarkets, which show a growing tendency that bets for the private labels. We distinguish four types: generic brands, trademarks imitations, quality brands and innovation brands. They compete in the market with manufacturer brands and therefore its legal regulation in the Unfair Competition Law, Antitrust Law, Article 38 of the Spanish Constitution, which guarantees freedom enterprise in the market and the Law 28/2015 which regulates food quality defense are necessary. This research analyzes its regional concentration just like its competition and consumption of private labels in the food sector in Spain. For that, we delve into the strategies adopted by the leading distributors in sales with regard to the food sector.
[EN] Private label in the food sector in Spain has evolved greatly since its inception in the seventies whose containers were white and because of it, the name of private label was coined and its good quality-cost relationship promoted the change of the consumer thinking conquering the market. They usually carry the name of its distribution channel and have produced an intense reorganization of the market by replacing the traditional model by supermarkets, which show a growing tendency that bets for the private labels. We distinguish four types: generic brands, trademarks imitations, quality brands and innovation brands. They compete in the market with manufacturer brands and therefore its legal regulation in the Unfair Competition Law, Antitrust Law, Article 38 of the Spanish Constitution, which guarantees freedom enterprise in the market and the Law 28/2015 which regulates food quality defense are necessary. This research analyzes its regional concentration just like its competition and consumption of private labels in the food sector in Spain. For that, we delve into the strategies adopted by the leading distributors in sales with regard to the food sector.