ABMAPRO and the MI7 platform have prepared the launch of the National Index of Own Brands (INMP), which will present a monthly detailed overview of the behavior of the main retail chains in relation to their own brands in e-commerce. The indicator will bring data on variety of items, price variation, basket composition and online availability.
“The launch of INMP will be a decisive step to increase the transparency and strength of Private Brands in Brazil. For the first time, the market will have a continuous, structured and comparable picture of the evolution of the sector, starting with unprecedented numbers of a sales channel hitherto not monitored as the online, but will soon be extended to physical sale with data from the most diverse sales channels where the Private Brand is present ”, says Neide Montesano, president of ABMAPRO.
“O INMP is born supported by daily monitoring technology, with more than 7 million items tracked per day. This allows you to track trends accurately and anticipate strategic moves for retailers and the” industry, says Aderson Gomes, innovation leader at MI7.
In the SIMP 2025 edition, Aderson Gomes, responsible for the development of new products and innovation at MI7, exposed the amount of Private Brand (MP) items in e-commerce for sale in the Farma channels and food and various products in Wholesale and Retail, by brand networks, in a total of 7 million items searched per day.
Among the monitored networks, Carrefour, Sugar Loaf and Angeloni present the largest offer of Private Brand items in e-commerce.
Together, they concentrate more than 4,800 MP products in stock, with a share between 8.4% and 8.9% of their total online portfolios.
NETWORK QUANTITY PRODUCTS STORES MP PRODUCTS
CARREFOUR 19.200 1755 (8,4%)
SUGAR LOAF 17.777 1642 (8,5%)
ANGELONI 14,661 1424 (8.9%)
INMP will list and detail this movement, said Aderson Gomes.
The new index will also follow the price variation between Private Brands and traditional brands. In categories such as Cleaning, the MP showed greater variation. Already in Perfumery and Grocery, it proved to be more stable, reinforcing its role as a competitive and affordable alternative.
The MI7 monitoring identified important changes in the digital behavior of the Brazilian consumer:
60% already buy food and drinks online;
75% use retail apps to buy or search for products;
31% often buy in the same online store.
Access
The INMP will be updated monthly and will be available to journalists, retailers, industry and other professionals in the sector. The objective is to strengthen market intelligence and support strategic decisions in a scenario of rapid expansion of Private Brands in Brazil.
