McBride Passionate about Private Label

Business model

McBride is the leading European manufacturer and supplier of Contract Manufactured and Private Label products for the Household and Personal Care markets. We offer tailored services aligned with specific customer and channel requirements, strengthening these relationships and leveraging our scale through a complete focus on improving our operational excellence and driving our cost competitiveness......

External drivers

Input costs
Chemicals and plastics are a major part of our product cost. Volatile pricing feeds into margins, with changes in customer pricing typically lagging

Discounters have seen a steady increase in sales across Europe, with their combined market share of the EU grocery market rising from 8.4% in 1999 to 15.2% by 2014. Most products offered by discounters are usually private label, as they compete on price, quality and simplicity rather than offering a wider choice of brands.

Brand owners
Brand owners often use private label suppliers to co-manufacture their products, however, recently an increase in the demand for longer-term, more structural arrangements is emerging. For McBride, this is not different from direct supply to major retail customers, while assisting in maximisation of asset utilisation.

Changing consumer habits and the battleground between discounters and retailers means that McBride must be present in many channels, including in emerging arenas of pound stores and online.

Regulatory environment
McBride embraces initiatives to improve safety for the consumer. More stringent regulations concerning the production, use and application of our type of products can drive a cost increase in the development, production, distribution and use of products

The retail markets in many of the countries in which we operate are highly concentrated with a limited number of supermarket retailers, resulting in fierce competition. Retailers will increasingly rely on sophisticated large private label manufacturers to assist them with competitive advantage.

Consumers are becoming more dynamic and mobile in their shopping habits. The desire for value and convenience are growing aspects of shopping behaviour. The response from the different channel players is diverse. With our staple products, overall demand patterns are steady and change only over extended time horizons.

Market research indicates that the European macroeconomic climate will not deliver substantial growth in our key territories in the foreseeable future. Market share of private label versus brands is relatively stable, although some markets are starting to see retailers favour private label.

McBride positioning and differentiation

Manufacturing excellence
'Manufacturing excellence' is an investment programme targeted at an optimised asset configuration supporting our market and growth ambitions. Continued investment in existing assets will further improve our operational cost and will be extended to additional investments, upgrading our five 'Anchor' sites, Middleton, eper, Estaimpuis, Foetz and Strzelce. Our strong asset base creates the opportunity to further develop manufacturing agreements with other industry players such as branders. This will give us a combined cost and efficiency leadership.

Our scale and reach across all key European markets enables McBride to provide customer oriented service propositions aligned with channel requirements. We intend to have a tailored offering aligned with respective channel characteristics, combined with supporting customer service levels and agreements clear on content and commitment. Public company reputation and standards reassures customers of long-term, sustainable supplier relationships.

Size to scale
McBride, as the largest player in the European market, can leverage its size by delivering scale benefits in purchasing, innovation, manufacturing excellence, legal know-how and customer relationship management.

We focus on the development of our people, organisational capabilities and skills. As a pan-European employer, McBride has access to a wide variety of talent so that whatever we do, whatever organisation we build, McBride can deliver upon its ambition and promises - with its people engaged, developed and positively challenged.

With visibility across all of Europe, our presence in selected products and markets, well-resourced technical teams and colleagues hungry to offer new ideas, McBride can be at the forefront of customer innovation. Whether this is in product ideas, supply chain improvements, packaging ideas or customer contract arrangements, McBride stands out as a leader in our industry.

Strategic objectives and value delivery

McBride Business Model 2017

World class products

World Class products


Annual report 2017

Mcbride Annual Report 2016 RH Panel Graphic 1