Answer : To do this I think it is sufficient to look at international experiences and the standards achieved by several Northern European retailers. Those who have reached these standards are even accelerating the development of Mdds. That is what we also want to do. Let’s be clear: today there is no difference in value between the products of Idm, Brand Industry, and those of Mdd, our products. It all depends on how you communicate them and how you bring them to life on the shelves.
Question: Sure. But how do you go from 24% to 50%?
Answer: It is a question of will, strategic and operational. In Italy many consumers are still keen on brands, on industrial brands. But if they were to compare them with Mdd they would realise that they are essentially equal, especially in quality…
Then certainly, as both Luigi Rubinelli for private label and Mario Gasbarrino for ‘big brands’ argue, a selection should be made, with a more focused assortment. This was discussed on 18 March 2026 in Parma.
On private brand shares in Europe read here. Below is a question on LinkedIN and my response to it.
Published on 18 March, updated on 19 March 2026
