The private label share across 17 countries in Europe is growing according to data from NielsenIQ. The value share grew to 384bn€, or 38.7% of the market based on MAT W40 2025 (+0.28%pnt versus MAT W40 2024). NielsenIQ surveyed 17 markets for PLMA’s 2025 International Private Label Market update and noticed an increase for retail brands in 12 out of the 17 countries.
European markets remain some of the biggest private label markets globally, 12 markets have a private label share position above 30%, and 8 markets are above 40% of Private Label share.
The highest growth countries in private label share are Spain (+1.1%pnt), Austria (+0.7%pnt), The Netherlands (+0.5%pnt), and Poland (+0.5%pnt). The country with the highest share across the 17 countries tracked is Switzerland. The share of Switzerland is 52.3%, which makes it the only country with a share higher than 50%.
Europe’s largest markets, Germany, United Kingdom and France, have a collective Private Label share of 40.3%, this share grew +0.2%pnt vs last year.
Spain and Portugal Private Label gained share with +1.0%pnt, the highest share growth is visible in Confectionary & Snacks which grew 1.7%pnt. In Spain and Portugal Pet Food (-1.0%pnt) is declining in share.
In Belgium and The Netherlands, the private label share increased by +0.2%pnt. The highest growing category was Health Care by 1.6%pnt. However, 6 categories continue to decline with Pet Food (-2.4%pnt), Home Care (-1.3%pnt) and Frozen Food (-0.8%pnt) taking the lead.
In Eastern Europe the private label share is growing (+0.5%pnt), the highest growth in private label share is visible in Ambient Food, Perishable Food and Home Care.
For the Scandinavian countries there is a small increase in the Private label share (+0.03%pnt). The highest decline in private label share is seen in Pet Food (-1.3%pnt), Frozen Food (-0.4%pnt), and Home Care (-0.2%pnt). Regardless, growth is still seen in 5/11 categories with Health Care (+0.3%pnt) taking the lead.
According to NielsenIQ data, Confectionery & Snacks, Health Care and Paper Products are the top 3 categories of Private Label value share with an average of 34.5%, representing in total 136 billion euro across the 17 European countries tracked. Overall, the private label sales grew with 13.8 billion euros across the 17 European countries tracked.