“Private brands are becoming more and more popular every year – many buyers take advantage of the fact that behind these labels are high-quality products, which can often be purchased significantly cheaper. Their share in shopping carts is steadily growing and now accounts for about a fifth of all “Iki” sales. We believe that such products have great potential and will become favorites of an even wider circle of buyers in the future, which is why we form their assortment with great care. One of the tools used is the first particularly careful comparison of private label products on this scale,” says Gintarė Kitovė, head of communications at “Iki”.
The evaluation included thousands of products from various categories: fresh, canned and frozen food, beverages, culinary, cosmetics, household items, kitchenware and more. “Iki” analyzed what is offered in Lithuania, what the market lacks and how to better adapt the selection of private label products to the needs of Lithuanian buyers and thus be closer to our customers.
According to G. Kitovė, this research will allow “Iki” to offer even more and more diverse exclusive products, which will be simply useful to customers. Already this year, based on the results of the comparison, “Iki” buyers will receive new and never-before-seen brands.
From fresh vegetables to baked goods and pet products
The growing popularity of products in this category is due to the fact that it simply pays for buyers to choose private brands, says the “Iki” representative. Private label products are valued by customers for their wallet-friendly price and extremely strictly controlled quality.
In addition, such products help to form the exclusive assortment that “Iki” is famous for. During the evaluation, it was examined what is worth producing in Lithuania in cooperation with local producers, and what “Iki” can offer its customers from the products of its colleagues in Austria.
“The purpose of the comparison was not only to assess the strengths and weaknesses of the existing offer, but also to discover new, high-quality products. We are part of the international Rewe network, so we can offer our customers unique products that help fulfill a wide variety of expectations. Buyers will not find this product in other stores in the country, so it further strengthens our unique identity, and “Iki” buyers get a more interesting choice,” says G. Kitovė.
For example, Billa products often end up in everyday shopping baskets, and before the holidays, Billa Premium, a gourmet line at attractive prices, becomes popular. Responding to the growing attention of buyers to a healthier, organic lifestyle, “Iki” is successfully expanding the segment of such food products as well. Shoppers immediately fell in love with Bon Via’s fresh fruits and vegetables, as well as the Bon Via Bio line of organic products. These sun-ripened organic fruits and fresh vegetables come to “Iki” stores daily directly from selected, certified farms.
“Not only do we introduce new brands, but we also constantly improve the ones already loved by customers. This year, we renewed one of our most loved lines – the confectionery and bakery brand “Su meile IKI”. The exceptional taste and unmatched quality are created daily by a dedicated team who ensure that only the best and freshest ingredients go into the treats. “Su meile IKI” products stand out in stores with a new design that makes it easier for customers to notice this brand in a wide range of products,” says G. Kitovė.
In total, in “Iki” stores, customers can choose from 30 private label lines and about 2,000 products: from “Clever”, “Iki”, “Pagaminta IKI” products for everyday use, which are especially loved by customers, to traditional “IKI Ūkis” recipes, animal products “ZooRoyal” ”, home comfort goods that are not available in other retail chains.
As many as 26 steps of control for quality assurance
“The success of private label products is not just about price. After trying them once, buyers often remain loyal to these labels – they see for themselves that the quality of such goods is in no way inferior to world-famous brands. We greatly appreciate the trust of our customers, which is why we devote a lot of energy to not only maintain the bar, but also constantly raise it ourselves,” says G. Kitovė.
By choosing Iki’s private label products, customers can rest assured that they are getting not only a good price, but also good quality. For private label products, Iki has a 26-step quality control plan that requires a lot of time and extreme care.
“This means that the entire production process, from the supply of raw materials to the final product, is thoroughly controlled and supervised.” Iki fosters strong relationships and works closely with suppliers, thus ensuring strict compliance with high environmental and social requirements. Shoppers can be sure that private label products will not be treated with ionizing radiation and will be free of genetically modified organisms. We make sure that they do not contain dyes, such as E110, E104, etc. The most important priority for us is the safety of consumers,” says the communications manager of “Iki”.
“Iki” is committed to check at least 95% of quality and health effects of private label products. in 2022 this indicator reached as much as 98 percent. Such products are subject to extremely strict controls: for example, fruits and vegetables are tested for residues of as many as 320 different types of pesticides.
The “Iki” retail chain belonging to the international “Rewe” group has been operating in Lithuania since 1992. With 242 stores throughout Lithuania, Iki is one of the largest retail chains. The company, which is among the largest employers in the country, has employed about 5.5 thousand people. workers. The retail chain, together with Pixevia, has opened five independent stores with the “Iki” brand in Vilnius. The retail chain also operates home delivery startup LastMile and an own-brand e-store.
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