Assaí expands private‑label brands to boost growth in Brazil

Retailers are moving private‑label products from a low‑price focus to a strategic role. A NielsenIQ survey across 25 countries found that 69% of consumers view own‑brand items as offering excellent cost‑benefit, 68% see them as viable alternatives to national brands, and 58% say brand is no longer the key purchase driver.

Brazilian giant Assaí has responded by launching two new private‑label lines – Assaí for end‑consumers and Assaí Chef targeting small entrepreneurs and food‑service operators – and revamping its Econobom discount range. According to Loiane Silveira, Assaí’s director of private brands, the strategy targets high‑turnover categories and includes new products such as a frozen‑vegetable line for the out‑of‑home market, aiming to deepen customer loyalty and adapt quickly to changing consumption habits.