“We’re building our Profi dairy offering along two segments: the entry level price range under Proxi brand, and the second (upper i.e.) price range under the new brand, Laptaria Amu,” says Alina Ciobanu, dairy purchasing manager at Profi, a retailer with over 1,600 supermarket or modern proximity type stores.
Profi’s decision to launch a new private label on the market comes at a time when inflation is eroding Romanians’ purchasing power. On the dairy segment, all retailers’ private labels have already grabbed a 24% market share, according to research company RetailZoom.
(English version by Catalina Apostoiu)