Growing demand for Coviran brand
There has been steady growth in demand for Coviran brand products during the pandemic, a growing range that includes over 1,400 products to meet the profiles of each consumer. Beers, waters, milk, household products and preserves were, in this order, the most sold private label items during 2021.
President of Coviran, Patro Contreras, is upbeat about the growing interest in private label products, which “are gaining more and more weight in the overall assortment of our supermarkets. We are continually adapting our assortment to consumer preferences, increasingly concerned about a healthier lifestyle and interested in the origin, composition and environmental and social impact of our products.”
Also driving the growing interest in Covirán brand products is the change in image, which seeks to strengthen Coviran’s proximity model, while differentiating the brand on the store shelves to give greater visibility to the cooperative’s products.
In recent years, Coviran has strengthened its collaboration with suppliers to have a wide range of articles of proven quality, while it has kept open lines of research to reduce sugar, salt and saturated fat content of a wide assortment of own brand items.
Added to this is the progress that has taken place in recent years to meet the nutritional needs of consumers who suffer from food allergies by offering a wide assortment of gluten- and lactose-free products with more than a thousand items.