According to a Euromonitor report “Voice of the Consumer: Sustainability Survey”, sustainability is becoming central to product development, even amid global SKU rationalization. In 2025, 63% of private label launches included at least one sustainability claim, surpassing the 60% average across all products. This reflects consumer demand for affordable, eco-conscious options and retailers’ push to position private label as credible, value-driven competitors.
Private labels are addressing traditional barriers—higher prices, unclear labels, and distrust—by making sustainable products affordable, transparent, and credible. Between Q1 and Q4 2025, private label’s share of e-commerce sustainable launches grew from 16% to 29%, with half of the top 10 sustainable launches now being private labels.
Innovations include hybrid meat-plant products (Albert Heijn, Aldi, Lidl NL), upcycled food lines (Coop Switzerland), and affordable vegan skincare (Natural Grocers, US), proving greener options can match or undercut conventional prices. Transparency is also rising: verified labels for recyclability, local sourcing, and natural ingredients are helping build trust, exemplified by Holland & Barrett and Carrefour’s programmes.
Private label is turning sustainability into an everyday expectation—combining value, accessibility, and credible claims—reshaping the competitive landscape and driving mainstream adoption.