The introduction of private labels in the Kenyan market has been a game changer in the way the supermarkets do their business as it has provided a unique opportunity for the national brands and the private labels to compete for the share of the wallet in an environment where shoppers are more cautious than ever and continue to look for ways to maintain and even reduce the cost of their weekly grocery shopping. For this to succeed, retail outlets will need to do more than make private labels presentable; they will need packaging solutions that align private labels with consumer trends, shopping behaviors and product needs. And that requires innovation!
At Direne Packaging and Business Advisory Services, we understand this and that is why we have gone out of our way to bring to Africa experience from the developed world coupled with an understanding of the African retail market. We promise to work with retail chains to develop private label packaging solutions that will provide shoppers with a strong value proposition.
We also recognize that price is not the single differentiator for all shoppers and cannot tempt everyone away from national brands. As a result we have invested in the development of a wider variety of competitive offerings. Multi-tiered private label offers meet consumers at the Premium, Standard and Value points often with differentiated features at the higher priced levels.