Eigenmarken im Check: SO viel Geld spart man wirklich | Marktcheck SWR

Discounter oder Supermarkt: Der Boom der Eigenmarken

Marktanteil und Druck auf Markenhersteller

• Eigenmarken wie "Ja!" und "Gut und Günstig" haben fast die Hälfte des Lebensmittelmarktes erobert.

• Große Handelsketten erweitern ihr Sortiment an Eigenmarken, was den Druck auf traditionelle Markenhersteller erhöht.

Preis-Leistungs-Verhältnis von Eigenmarken

• Die Frage wird aufgeworfen, warum Verbraucher mehr für Markenprodukte zahlen sollten, wenn Eigenmarken ähnliche Qualität zu einem günstigeren Preis bieten.

• Es wird untersucht, wie viel Geld sich tatsächlich durch den Kauf von Eigenmarken sparen lässt.

Qualitätsvergleich zwischen Eigenmarken und Markenprodukten

• Ein Vergleich der Qualität von Kaffee zwischen Eigenmarken und bekannten Marken wird angestellt.

• Auch Drogeriemärkte setzen zunehmend auf eigene Produkte, beispielsweise bei Waschmitteln.

Marktforschung in einer Stuttgarter Shoppingmall

Umfrage zur Einsparung durch Eigenmarken

• In einer Umfrage wird das Publikum gefragt, wie viel Geld sie beim Kauf von Eigenmarken im Vergleich zu Markenartikeln sparen können.

• Die Schätzungen variieren stark; einige glauben an Einsparungen von bis zu 61%.

Unterstützung durch eine Familie

• Eine siebenköpfige Familie (Familie Näther) unterstützt die Untersuchung über die Preise von Lebensmitteln.

• Die Familie diskutiert ihre Erfahrungen mit Lebensmittelpreisen und dem Einfluss von Markenprodukten auf ihren Wocheneinkauf.

Einkaufsvergleiche: Markenprodukte vs. Eigenmarken

Zusammenstellung eines Warenkorbs

• Familie Näther stellt einen Warenkorb mit 20 häufig gekauften Markenprodukten zusammen, deren Gesamtpreis 54,82 Euro beträgt.

Einkaufserlebnis mit Eigenmarken

• Die Familie kauft vergleichbare Produkte als Eigenmarken bei verschiedenen Discountern (Aldi, Lidl usw.).

• Es wird erklärt, dass Handelsmarken nur bei bestimmten Händlern erhältlich sind.

Ergebnisse des Preisvergleiches

Rückkehr zum Garten für den Vergleich

• Nach dem Einkauf vergleicht die Familie die Preise ihrer Einkäufe mit denen der ursprünglichen Markenprodukte.

Überraschende Einsparungen durch Eigenmarken

Price Comparison of Store Brands vs. Name Brands

Identical Pricing Across Stores

• The surprising finding is that consumers spent the same amount, €27.34, across five different stores for identical products, indicating a significant saving of nearly €30 when opting for store brands.

Consistency in Savings

• Regardless of the shopping location, the results were consistent; this raises questions about whether the findings were merely coincidental. Sven Reuter from Smhaggle provides insights based on extensive data analysis.

Data Analysis by Smhaggle

• Smhaggle's app allows users to upload receipts and compare prices across approximately 380,000 products. The data reveals an average savings of 46% when purchasing store brands compared to name brands.

Price Increases Amid Inflation

• Despite inflation affecting prices, with name brand items increasing by 21% and store brand items by 29% from January 2022 to June 2024, store brands still offer substantial savings.

Special Offers on Name Brands

• An investigation into supermarket promotions shows that some name brand products can be cheaper than their store brand counterparts during sales events. For example, a high-protein yogurt was found at €0.88 compared to its store brand at €0.99.

Understanding Production Costs of Store Brands

Cost Efficiency in Production

• Store brands like Aldi manage to keep production costs low due to various factors such as reduced advertising expenses and streamlined logistics since they primarily serve one retailer.

Example: Aldi Coffee Pricing

• A comparison between Aldi's Barissimo coffee priced at €4.29 for 500 grams versus Tchibo's "Feine Milde" at €7.99 illustrates a significant price difference of 86%.

Quality Control in Production

• The coffee beans sourced from countries like Brazil and Vietnam undergo strict quality control before being roasted in facilities managed by NewCoffee GmbH, a subsidiary of Aldi Süd.

Simplified Logistics

• Michael Körnig explains that having only one customer (Aldi Süd) simplifies logistics and reduces costs associated with product variety changes, allowing these savings to be passed on to consumers.

Quality Assessment Through Blind Taste Tests

Evaluating Brand Quality

• A blind taste test involving coffee drinkers aims to determine if private label coffees can compete with established brands like Tchibo regarding flavor and quality despite price differences.

Methodology for Testing

• Six types of mild ground coffee are prepared using standardized methods recommended by the European Coffee Association while concealing branding from testers to avoid bias during evaluation.

This structured approach captures key insights from the transcript while providing timestamps for easy reference back to specific parts of the discussion.

Taste Test Results: Which Products Come Out on Top?

Coffee Taste Test Insights

• The speaker expresses a preference for the second coffee sample, noting it has a stronger flavor and better taste compared to others.

• A private label brand is currently leading in taste tests, while the family Näther will compare all products purchased for price comparison in a video diary.

• After testing Nutella alternatives, the Aldi brand "Nusskati" was found to be closest in taste to Nutella, with "Ja!" being the overall favorite among testers.

Sauce Comparisons

• The group begins tasting various sauces, starting with a branded product that is described as flavorful but thinner than expected.

• A stark contrast is noted between branded and store-brand sauces; the branded sauce contains chunky tomatoes while store brands add tomato juice instead.

Coffee Brand Rankings

• In a voting process involving 100 participants, Tchibo's coffee ranked last with only twelve votes.

• Store brands from Rewe, Lidl, Kaufland, and Aldi performed better than Tchibo; Edeka's "Gut und Günstig" emerged as the clear winner with more than double Tchibo's votes.

Cookie Showdown

• Family Näther concludes their cookie test by declaring Prinzenrolle as the superior product over Doppelkeks after thorough evaluation.

Ingredient Analysis by Experts

• Nutrition expert Sabine Holzäpfel analyzes ingredients of tested products; she notes significant quality differences particularly in sweet snacks like cookies.

• For example, branded cookies contain real chocolate while competitors use cocoa cream filling.

Sugar Content Comparison

• Heinz ketchup is identified as having the highest sugar content among tested products; store brands generally contain less sugar due to fewer added sweeteners.

Cereal Product Evaluation

• Kellogg's Smacks are compared against cheaper alternatives which offer more wheat and honey at a lower price point.

• The expensive brand uses high amounts of sugar and glucose syrup while store brands have higher wheat content (67% or more).

Overall Conclusions from Testing

• After trying 120 products over several weeks, Family Näther concludes they would confidently choose no-name products except for chocolate items where branded options were preferred.

• They found marked differences in taste for tomato sauce favoring branded versions but expressed willingness to switch to private labels for most other categories.

Historical Context of Private Labels

Eigenmarken im Handel: Ein Blick auf die Entwicklung

Die Entstehung und Bedeutung von Eigenmarken

• Im Jahr 2001 führte Edeka die Eigenmarke "Gut und Günstig" ein, gefolgt von Kaufland mit "K-Classic" im Jahr 2003. Eigenmarken sind heute erfolgreicher denn je.

• Rewe hatte 1982 nur 28 Eigenmarken-Produkte; heute gibt es unter der Marke "Ja!" über 1.000 Produkte, während Kaufland rund 2.000 "K-Classic"-Artikel anbietet.

Strategien zur Kundenbindung

• Hermann Sievers, ehemaliger Marketingleiter bei Edeka, erklärt, dass einige Produkte in verschiedenen Preis- und Qualitätsstufen angeboten werden, um Kunden zu halten und sie davon abzuhalten, zu Discountern wie Lidl oder Aldi zu wechseln.

• Marken wie "Edeka Originale" oder "Rewe Beste Wahl" bieten spezielle Artikel an, die sich durch Qualität abheben sollen und auch höhere Margen für den Handel generieren.

Verhandlungsstrategien mit Herstellern

• Eigenmarken dienen als Druckmittel in Preisverhandlungen mit Markenherstellern. Händler können ihre Eigenmarken als strategisches Instrument nutzen.

• Ein Beispiel ist der Streit zwischen Edeka und Heinz-Ketchup vor fünf Jahren, wo Edeka eine eigene Ketchup-Marke ("Papa Joe's") einführte, um gegen Preiserhöhungen von Heinz zu verhandeln.

Transparenz bei Herstellern von Eigenmarken

• Verbraucher bemerken oft, dass viele Eigenmarken vom gleichen Hersteller stammen wie bekannte Markenprodukte. Zum Beispiel kommt sowohl Bad-Reichenhaller-Salz als auch das entsprechende Edeka-Salz von der Südwestdeutschen Salzwerke AG.

• Der Hersteller gibt jedoch keine Auskunft darüber, ob sich Markensalz und Eigenmarke unterscheiden. Dies wirft Fragen zur Transparenz auf.

Identifikation von Produkten durch Markendetektive

• Manon und Patrick Sieber recherchieren als „Markendetektive“, welche No-Name-Produkte identisch mit Markenartikeln sind. Oft ist es schwierig für Verbraucher herauszufinden, wer hinter den Produkten steckt.

• Ihre App ermöglicht es Nutzern durch Scannen des Strichcodes Informationen über die Herkunft der Produkte zu erhalten; Unterschiede in Zutaten können dennoch bestehen.

Vergleich von Produkten im Supermarkt

• Die Markendetektive zeigen im Supermarkt auf, dass identische Produkte unterschiedliche Verpackungen haben können; beispielsweise Grillkäse aus dem gleichen Werk hat identische Nährwerte und Zutaten.

Aldi Mustard: Identical Products?

Investigation of Aldi's Own Brand Mustard

• The Aldi brand mustard, Delikato, is 43% cheaper than its competitor. The question arises whether both products are identical.

• The reporters decide to investigate the manufacturers behind these products, discovering that the Aldi mustard is produced by Haberland Marketing GmbH in Zeitlarn, while a competing product is made by Luise Händlmaier GmbH in Regensburg.

• Upon visiting the location of Haberland Marketing GmbH, it appears more like a residential building than a manufacturing site. This raises questions about where the Aldi mustard is actually produced.

• Further investigation reveals that the managing director of Haberland Marketing GmbH also oversees Luise Händlmaier GmbH, which is located just a few kilometers away.

• The proximity and shared management suggest potential concealment regarding the true origin of Aldi's mustard. Despite inquiries, there has been no response from the companies involved.

Similarities Between Private Labels and Brand Products

• Consumers note that many private label products closely resemble well-known brands; for example, bottles reminiscent of Coca-Cola and Heinz Ketchup are highlighted.

• Even personal care items like Head and Shoulders shampoo show minimal differences from their branded counterparts, primarily distinguished only by branding.

• Professor Carsten Kortum explains that private labels aim to position themselves as alternatives to major brands while adhering to legal limits on design similarities.

Consumer Perception and Choices

• Many no-name products are manufactured by established brands; sometimes they may even be identical to branded items. However, consumers often struggle to recognize this fact due to packaging similarities.

• When choosing between premium brands and private labels, consumers tend to opt for recognized brands when making an impression (e.g., gifts), while private labels serve as practical alternatives for everyday use.

Quality Check: Are Drugstore Private Labels Worth It?

Exploring Drugstore Eigenmarken

• Not only supermarkets but also drugstores like dm and Müller offer extensive ranges of no-name products. A quality check aims to evaluate these offerings against established brands.

Family Case Study on Laundry Detergents

• The Näther family engages in mountain biking activities leading to significant laundry needs. They alternate between using brand-name detergents like Ariel and store-brand options such as Denk mit from dm.

Laboratory Testing for Effectiveness

Washing Detergent Test Results and Eigenmarken Analysis

Overview of the Washing Detergent Testing Process

• The testing involved washing textiles with 20 different types of stains, including coffee and tea on white cotton, to evaluate the effectiveness of various detergents.

• Additional environmental stains such as makeup, fats, oils, pigments, and dyes were included to challenge the detergents further.

• The first detergent tested was from dm at a temperature of 40 degrees Celsius; all textiles were subsequently dried for evaluation.

History of Eigenmarken in Drugstores

• dm introduced its first private label brand, Alana for children's clothing, in 1986. Rossmann followed with several brands starting in 1997.

• Müller has since expanded its offerings to around 8,000 Eigenmarken products compared to dm's 5,500 and Rossmann's 5,000.

Results of the Washing Detergent Tests

• The Müller Eigenmarke Blink performed the worst among tested detergents. Surprisingly, premium brands Ariel and Persil did not outperform cheaper Eigenmarken from dm and Rossmann.

• Historically dominant brands like Ariel or Persil have been closely matched by these budget options in recent tests.

Comparative Analysis of Marken vs. Eigenmarken

• Over two years at "Marktcheck," Eigenmarken won against branded products in 19 out of 50 tests; branded products won 20 times with some ties.

• Stiftung Warentest conducted a comprehensive analysis over four years comparing over 1,400 food products where branded items scored an average grade of 2.8 while Eigenmarken scored slightly better at 2.7.

Quality Assessment of Bio Products

• In separate evaluations focused on organic products, both bio-brands and bio-Eigenmarken achieved similar average scores (2.8), indicating comparable quality levels.

• Retailers emphasize high-quality standards for their Eigenmarken due to consumer trust in Stiftung Warentest results; contracts stipulate that poor-performing products must be withdrawn.

Economic Perspectives on Organic Farming

• A farmer growing oats for dm-Bio expressed satisfaction with current pricing but criticized the overall economic trends affecting organic farming negatively attributed to Eigenmarken competition.

The Evolution of Organic Farming and Consumer Trends

The Economic Challenges for Farmers

• Klaus Vosseler, an organic farmer, highlights the significant price gap between conventional and organic products in the early years, which was nearly three times greater. This gap has narrowed over time.

• Due to insufficient income from organic farming alone, Vosseler works part-time at the district office, indicating a decrease in profit margins for farmers like him.

Consumer Perspective on Organic Products

• Business consultant Hermann Sievers points out that while this situation is unfavorable for farmers, it benefits consumers by making organic food more accessible.

• The introduction of private label brands has played a crucial role in democratizing organic food availability across various socio-economic groups.

Rise of Private Label Brands

• Over half of all organic food sold in Germany now consists of private label products. This shift indicates a growing acceptance and trust in these brands among consumers.

• Quality comparisons show that private labels are on par with branded products; tests reveal that some store-brand detergents outperform well-known brand alternatives.

Insights from Product Testing

• In coffee tastings, branded coffee from Tchibo did not perform as well as private label options, suggesting changing consumer preferences towards store brands.