Try our business solution for free!

Private label in Europe - statistics & facts

Private label defines the market of consumer goods produced by a manufacturer and sold exclusively under the brand of a retailer. In contrast, national brands are established products available in different store chains and retail channels.

Market overview

The European private label grocery market is quite diverse. While Western Europe registers private label sales’ shares above 40 percent, the quotas recorded by private labels amount to 30 percent in most of Central and Eastern Europe. The United Kingdom has one of the highest penetration rates of private labels in terms of sales value and volume. Data from Italy and Germany show that most private label offerings were mid-range, leaving low-priced and high-tier products a residual portion of the market. However, since 2016, the premium range of private label products gained six percent of total turnover in Italy, at the expense of the core standard market. Likewise, the premium segment reported the highest yearly increase of sales in France, surpassed only by organic products’ sales value growth in 2020.

Consumer preferences

In terms of product categories, European consumers were mostly attracted by retailers’ fresh and processed food products brands, as confirmed by the private label turnover breakdown in Scandinavian countries. Market data from Germany indicated that paper products outranked all other categories of consumer goods, while survey results from Poland showed that beauty products were also popular. In general, the presence of good quality private labels was an important driver of supermarket shopping in the Netherlands. Store brands could benefit from the general surge of grocery shopping due to lockdown restrictions. The shortage of products’ supply in stores induced consumers to buy store brands’ products, too. A poll conducted during the first phase of the pandemic in 2020 revealed that over 60 percent of UK consumers were willing to purchase private-labeled food and other household products. Indeed, the highest percentage growth in private label sales was registered during the first wave of COVID-19 in Europe, with Italy reaching an over two-year peak of monthly sales share in March 2020.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by D. Tighe, Jul 28, 2021

Key insights

Leading private label consumer goods' market in Europe by value
Switzerland
Average share of grocery retail market value held by private labels in Europe
34.7%
Average change in private labels' share of the grocery retail market in Europe in 2021
0.7%
Get more insights

Editor’s Picks Current statistics on this topic

Market share of manufacturer's brands and private labels in Germany from 2013 to 2020

Private Label

Manufacturer's brands and private labels' market share Germany 2013-2020

Share of market value held by private labels in Germany in 2021, by product category

Private Label

Market value share held by private labels in Germany 2021, by product category

Share of private labels of the total turnover of food and non-alcoholic beverages in grocery stores in Sweden in 2021, by product category

Private Label

Private label share for food and beverages in grocery stores in Sweden 2021

Related topics

Recommended

3

Recommended statistics

Europe overview

6

Europe overview

Italy & Germany

9

Italy & Germany

France, United Kingdom & Nordics

9

France, United Kingdom & Nordics

Reports & StudiesGet the best reports to understand your industry

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Client Support Specialist– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Associate Director - LAC– Contact (Latin America)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu