Driving shopper loyalty with SPAR Own Brand in Russia

August 13, 2019 IN THE CATEGORY: Own brand

Heading into its 20th anniversary in 2020, SPAR Russia has grown rapidly in the past five years. 2018 saw the brand record retail sales of €2.0 billion, up from 2017’s €1.7 billion. With this comes great potential for an ever increasing range of SPAR Own Brand products across Russia’s 534 stores.

Capitalising on the SPAR local but global philosophy, SPAR Russia has built up a significant range of over 2,000 SKU’s in the past few years; growing local producers’ market share and complementing internationally sourced products. SPAR Russia remains dedicated to offering   a strong portfolio of brands across all categories, endeavouring to go above and beyond shoppers’ expectations.

SPAR Russia is in some regions outpacing the market, with growth of SPAR Own Brand having recently been recorded at 7.6% year to date overall, whilst some of the partners are achieving even better results. SPAR Middle Volga, for example, recorded own brand share growth of 14%, well above the industry average.

SPAR Russia has set itself the goal of adding a further 230 SKUs this year across a variety of categories including grocery, dairy, frozen and non-food, to name just a few. This follows positive customer feedback to the recently launched ranges – SPAR Kids and SPAR Natural – targeting specific shopper missions.

Focused on babies and toddlers up to the age of three, the SPAR Kids range features a dinosaur on all packaging, and the range has been well received with the target market. The unique design and the quality of the products comprising the SPAR Kids range, spanning drinks, pasta, breakfast cereals, diapers, wet wipes and more, has seen sales already growing beyond expectations.

Over the past five years, there has also been increased demand from people either looking for healthier options or products to meet lifestyle choices. The SPAR Natural range which uses simple, natural, ingredients and includes options such as gluten-free, lactose-free or sugar-free, not only meets their needs but also caters to vegans, vegetarians and diabetics. This new range of products is diverse and will grow over the coming months.

SPAR Russia continues to support the partners across the country, building on the SPAR Own Brand portfolio, complementing locally sourced products and building greater loyalty for the brand through all stores nationwide.

Source: SPAR Russia

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About SPAR Russia

The first SPAR store in Russia was opened in August 2001, following the granting of the licence by SPAR International to a regional partner. The central office is based in Moscow –supporting regional growth and expansion of the brand.

There are now more than 530 SPAR stores across the country. The success enjoyed by SPAR in Russia is driven by the recruitment of new partners, investing in new stores, and the continued investment in refurbishing existing stores. Expansion has resulted in greater buying power and improved knowledge sharing as the number of SPAR locations increases.