Private brands continue to grow

Private labels are raising their market shares in almost all surveyed European countries, with only one exception, according to new figures from the association of private label manufacturers.

Switzerland in the lead

Over the past twelve months, the market share of private label products in the seventeen countries has increased by 1.7 %, to 38.1 %, the latest edition of the International Private Label Yearbook claims. Since 1998, that yearbook by PLMA (the association of private label manufacturers) and research firm NielsenIQ has been providing an overview of private label trends and figures in seventeen European countries.

In sixteen of the surveyed countries, private brands managed to increase their share again. The only exception is Switzerland, where private label share fell slightly. Nevertheless, that country still has the highest private label share: it is the only country with a sales share higher than 50 %. In eleven of the surveyed markets, private labels have a market share above 30 %, in six it is more than 40 %.

The countries with the highest growth in private label share are Portugal (+ 4.4 %), Germany (+ 2.9 %), Czechia (+ 2.8 %) and Spain (+ 2.2 %). Belgium (38.9 %) and the Netherlands (44.9 %) both saw a private label share growth of 1.5 %. Both countries saw the highest growth in paper products, home care products and shelf-stable food.