Economy

The future of supermarkets? These are the distributor brand products

Milk chocolate bunny with creamy stuffed with hazelnuts, eggs and chocolate eggs, mini -colombine, orange and fishing doves, orange and chocolate, black cherry and chocolate, stuffed with pistachio: Easter – not so far – is announced sweet and greedy In the Pam, Panorama, Pam Local and Pam City stores, or the distribution network in over 600 addresses of an Italian group of ownership (it is not part of international chains), present in almost all regions of the country.

The peculiarity is that these products, destined to accompany commemorative moments, of contentment for the customer, are all MDD. Ever heard the brand? Perhaps not, it is a abbreviation that means brand of the distributor, or the type of products marketed in the large -scale distribution that report the same brand of the tear or brands that can be referred to it.

A segment of growing success for Pam Panorama, which with 11 brand lines and 3,200 references records a 2% value increase (higher than the market average) and a turnover generated in the direct network of approximately 330 million euros in 2024 The objectives are even more ambitious: reach 3,600 references in 2025 and bring the weight of private labels to 30% of the turnover by 2026, focusing on quality and convenience to respond to the needs of an increasingly conscious clientele.

We talk about it with Gerardo Luca Sinesi, head of Mdd Pam Panorama. Who says: “The success of our brand lines is the result of a strategic vision and teamwork. It was created in a team of experts who work in close coordination to our four key areas: sales, purchases, quality and marketing. A decisive aspect is to retain the customer. When he enters one of our stores he must feel protected, as a consumer, from our choice “.

But the customer, we ask, does not approach private labels above all because it saves compared to the first brands? Sinesi replies: “The customer is not stupid, he knows how to evaluate the right ratio between quality and price, but chooses MDD products because it appreciates the intrinsic qualities. We try to make the consumer participate, with targeted actions in the stores, whether they are tastings or dedicated corners. The word is important, the customer is increasingly attentive, aware, and less than a time, especially if it belongs to the younger generations, influenced by advertising “.

“Our assets that must be underlined”, continues Sinese, “are the fresh products, meat and fish. We have fishing boats that fish for us, our meat processing centers. The consumer knows. Our Hamburger of Scottona, for example, does Part of the line The treasures of the ark produced in the Pam Quality Carni Center “.

Treasures of the Ark, a line with a suggestive name, born in the 90s, for a while disappeared from the shelves, currently reported in vogue by popular demand, with which Pam Panorama brings premium products within the daily shopping of its customers Thanks to affordable prices.

Consolidated lines such as Pam, Divine, Bio, simple and good, fresh goodness, Baby, Arkalia, Arkalia Bio, Eco and Zòa (the line for pets, a constant growth sector), each one) are accompanied by the treasures of the with products designed and for specific customer needs.

The manager Mdd Pam Panorama says: “When we launch a product it is as if it were the birth of a child. And we are very attentive to the aspects of sustainability and social. For example, with the meat sector we are official suppliers in the Italian Rugby national team that is about to participate in the Six Nations international tournament “.

How do private labels coexist with the first brands? Sinese replies: “In a virtuous way, they are both necessary. The consumer must find the best known brands and know that there are our products, which differ in the price and that are studied on purpose, such as the over 250 products of the Treasures of the Ark, including the driving semolina pasta bronze with 14 proteins and new Easter desserts which will soon be present in our Pam stores for Easter 2025 “.

The training of staff is obviously strategic, as well as the choice of Ambassador such as the well -known TV presenter Filippa Lagerback, protagonist of delicious videos on the group’s social channels. The private brand, in conclusion, is a strategic pillar of Pam Panorama and very explains about the success of a group of reference for large retailers.