Research: Europe's Own Private Label Brands keep growing

New NielsenIQ data for PLMA’s 2025 International Private Label Market Report 𝗤𝟯 𝘂𝗽𝗱𝗮𝘁𝗲 shows steady growth for private label across Europe. Private label share across 17 tracked countries has risen to 38.7 %, +0.28 % up vs. the same period last year.

• 12 of the 17 markets increased their private label share

• 12 markets now exceed 30% private label share

• 8 markets exceed 40%, with Switzerland leading more than 52.3%

Top-growing markets:

Spain (+1.1) | Austria (+0.7) | Netherlands (+0.5) | Poland (+0.5)

Category trends vary by region, but strong momentum is seen in Health Care, Confectionery & Snacks and Paper Products.

Source: PLMA / NielsenIQ Q3, 2025

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