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Research: Private label grows stronger

Private label fast moving products are becoming more and more popular. In 2021, the sales volume in three European countries exceeded 50%! For understandable reasons, in terms of value, the percentages were lower. In the country with the highest saturation, own brand accounted for over 57 percent. total FMCG sales volume.

Private labels have not been the domain of poorer economies for years. On the contrary, they dominate the markets with the highest disposable income of households. The leader of the ranking in terms of the volume of private label sales on the FMCG market is… rich Switzerland. In this country, as much as 57.6 percent in 2021. of fast moving consumer goods sold in supermarkets were private labels. In terms of value, this percentage was 51.9%.

In second place in the list published by Retail Detail, prepared by the association of private label producers PLMA and the NielsenIQ agency was affluent Belgium. In this country, private label was responsible for 54.6 percent. FMCG sales volume and 36.3 percent. sales value. This disproportion may indicate an exceptionally large price gap between branded and private label products.

Great Britain came third. In the UK, FMCG own brands took over 50.4 percent. market by volume and 42.1 percent. in terms of value. Nearly half of the sales volume also concerned Spain (49.9%), the Netherlands (49.8%), Portugal (49.6%) and Germany (48.2%).

Against the background of European leaders, Poles are still very “brand” oriented, even with one of the highest discounter penetration. They took 10th position in the ranking (39.6% of the volume and 31.0% of the total sales value). In other countries included in the list, private labels accounted for approximately one third of the market (Denmark, Hungary, Italy, Greece) or approximately one fourth (Sweden, Czech Republic, Norway).

Turkey, included in the ranking, is at the extreme extreme in this respect, where private labels account for only 5.7 percent. sales by volume and 5.6 percent value. These figures show that they are only slightly cheaper in this country than branded products, which may explain their low popularity.


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