Private Label Share Consolidates Its Strong Position in Europe
The private label share across 17 countries in Europe is growing according to the data of NielsenIQ. The share grew to 38.8% based on MAT W52 2025 (+0.33%pnt versus MAT W52 2024). NielsenIQ surveyed 17 markets for PLMA’s 2025 Private Label Market Report 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. Twelve markets now report private label shares above 30%, while eight markets exceed 40%. The country with the highest share across the 17 countries tracked is Switzerland, with 52.3% making it is the only country with a value share above 50%, representing more than €14 billion.
Country-Level Performance
The strongest growth in private label share was recorded in:
• Spain: +1.1%pnt
• Austria: +0.9%pnt
• Portugal: +0.7%pnt
• The Netherlands: +0.5%pnt
Europe’s largest markets, Germany, United Kingdom and France, have a collective Private Label share of 40.4%, this share grew +0.3%pnt vs last year. The highest share growth for the largest markets is visible in Confectionery & Snacks (+0.6%pnt) and Perishable Food (+0.4%pnt).
Spain and Portugal gained Private Label share by +1.0%pnt. The highest share growth is visible in Confectionary & Snacks which grew +1.8%pnt and in non-food the categories Home Care and Health & Beauty grew resp. 1.7%pnt and 0.7%pnt. A decline in share was seen in Pet Food (-1.1%pnt).
In Belgium and The Netherlands, the collective private label share increased by +0.2%pnt. The highest-growing category was Health Care, up +1.0%pnt, driven mainly by the weight and muscle gain segment, reflecting consumers’ growing interest in sports nutrition. Categories that continue to decline are Pet Food (-2.1%pnt), Home Care (-1.1%pnt) and Frozen Food (-0.4%pnt).
In Eastern Europe the private label share is growing (+0.4%pnt), the highest growth in private label share is visible in Ambient Food (+1.4%pnt), Perishable Food (+0.8 %pnt), and Frozen Food (+0.7%pnt).
The Scandinavian countries increased in private label share (+0.1%pnt). The highest growing categories are Health & Beauty (+0.4%pnt.) and Confectionery & Snacks (+0.3%pnt). However, decline was seen in 7/11 categories with Pet Food (-1.3%pnt) taking the lead.
According to NielsenIQ’s data, Confectionery & Snacks, Perishable Food, and Ambient Food are the top 3 growth categories of Private Label value share with an average of 48.3% representing, in total 258 billion Euros across the 17 European countries tracked. Overall, private label sales grew with 15.3 billion.
“NielsenIQ’s research shows that Europe’s private label is now worth more than €387 billion and has really become a powerhouse in retail,” commented Peggy Davies, President of PLMA.
Private label products encompass all merchandise sold under a retailer's brand. That brand can be the retailer's own name or a name created exclusively by that retailer. In some cases, a retailer may belong to a wholesale group that owns the brands that are available to only the members of the group.
Major supermarkets, hypermarkets, drug stores and discounters offer products under the retailer's brand. Private label covers lines of fresh, canned, frozen, and dry foods; snacks, ethnic specialties, pet foods, health and beauty, over-the-counter drugs, cosmetics, household and laundry products, DIY, lawn and garden, paints, hardware, auto care.
For the consumer, private label represents the choice and opportunity to regularly purchase quality food and non-food products at savings compared to manufacturer brands, without waiting for promotional pricing.
Private label items consist of the same or better ingredients than the manufacturer brands, and because the retailer's name or symbol is on the package, the consumer is assured that the product meets the retailer's quality standards and specifications.
Manufacturers of private label products fall into three classifications:
• Large manufacturers who produce both their own brands and private label products.
• Small and medium size manufacturers that specialise in product lines and concentrate on producing private label almost exclusively.
• Major retailers and wholesalers that operate their own manufacturing plants and provide private label products for their stores.