European private label sales reach 352 billion euros

Private label sales in Europe grew to 352 billion euros last year, making them the main driver behind the resurgence of the FMCG market. A change in consumer perception may be even better news for private label producers.

Increasing market share

Last year, private labels managed to increase their European market share by 0.11 percentage points last year (compared to 2023), now representing a 38.1 % share of the total FMCG market. The latter is now worth 924 billion euros, nearly 100 billion more than in 2022. Market research firm NielsenIQ points out that private level brands have increased their market share in nine of the seventeen surveyed countries, the organisation of private label manufacturers (PLMA) reports.