Private Label Across Europe: 2024 Figures Show Another Successful Year
Europe's private labels: a growing force in retail
Discover the Future of Private Label – Join our free Lunch & Learn Webinar Wednesday, 26 November | 12:30–13:30 CET

Are you ready to explore the next chapter in private label growth and innovation? Join PLMA’s Lunch & Learn webinar, a one-hour online session designed especially for private label manufacturers, retailers, and wholesalers across Europe who want to stay ahead of the curve.

This session, "The rise of Private Label: How retailers are redefining value and innovation," will be led by Sneha Haria and Stephanie Leung from IGD, who will share exclusive insights from their newly released Trends 2025 report.

Gain a first-hand look at:

  • The latest global and regional private label trends shaping the market in 2025 and beyond
  • How retailers are transforming value and innovation to meet evolving consumer expectations
  • The growth opportunities and challenges facing European manufacturers and retailers
  • Key strategies to navigate change and strengthen your competitive edge

Set within the wider retail landscape, this session will provide practical knowledge and strategic inspiration to help your business thrive in a rapidly changing market.

Free for PLMA members, retailers and wholesalers.

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Global pet food sales to reach €227B by 2034, driven by premiumisation and humanisation trends

The global pet food market is projected to rise from €129 billion in 2024 to €227 billion by 2034, according to a new report by Allied Market Research. The study, Pet Food Market – Global Opportunity Analysis and Industry Forecast, 2025–2034, forecasts a compound annual growth rate of 6.1%, reflecting continued expansion fuelled by rising pet ownership, humanisation of pets, and growing demand for premium and functional nutrition products.

Dogs remain the dominant pet type, and dry food continues to lead the category due to convenience and longer shelf life. Specialised pet shops held the largest share of sales in 2024, though online channels are growing rapidly.

Market growth is underpinned by shifting household structures, higher disposable incomes, and increased focus on animal health. Around 95% of pet owners reportedly view their pets as family members, driving interest in premium, organic, and functional food options. 

However, the report also highlights key challenges, including pet obesity and product recalls. Over half of US pets are now considered overweight, while contamination incidents have underscored the need for stronger safety and traceability measures. 

Regionally, North America leads the market, supported by high pet ownership rates and strong demand for nutritious, protein-rich, and low-calorie foods. In Europe, growth is driven by smaller households and increasing investment in health-oriented and organic options, particularly in Spain, the Netherlands, and Poland.

Key players are focusing on innovation through functional ingredients, sustainable packaging, and personalised nutrition, as well as expanding through strategic mergers, partnerships, and direct-to-consumer models.

The findings point to a decade of strong growth potential shaped by evolving consumer expectations, digital transformation, and continued premiumisation across global pet food markets.

Germans demand trustworthy labels, prize those with 3d party endorsement

A study by Simon-Kucher in Germany highlights that two out of three consumers actively consider food labels when shopping – but only selected labels inspire real trust and willingness to pay more. Conducted with 1,000 participants, the research found that 71% factor certifications into their purchasing decisions, with “organic” (75%) and “fair trade” (67%) among the strongest motivators. Product claims such as “sugar-free” (75%) and “natural ingredients” (80%) also influence choices, particularly among health- and sustainability-oriented shoppers.

While consumers are open to paying a premium for products that align with their lifestyle, price tolerance remains limited. Around 70% would accept higher prices for organic products, but overall, only 46% of consumers are prepared to spend significantly more. High markups are tolerated mainly for specific religious certifications, such as halal or kosher.

However, trust is the decisive factor. One in three consumers doubts sustainability and climate-related claims, and suspicions of greenwashing sharply reduce willingness to pay. Younger shoppers, especially Gen Z, are driving demand for credible, transparent labelling but are also the most critical. 

Mercadona tops among European chains for loyal customers

Spanish supermarket giant Mercadona has reinforced its position as Europe’s most revered retailer, according to the latest NielsenIQ data. So far in 2025, Mercadona customers have spent 37% of their total FMCG budget with the chain — the highest share of wallet across Europe.

The share of wallet indicator reflects the proportion of consumer spending devoted to a retailer, offering a clear measure of customer loyalty beyond market share.

Joining Mercadona in Europe’s top ten is another Spanish retailer, Consum, which ranks tenth with a 22% share. France’s E.Leclerc follows Mercadona with 32.5%, while the UK’s Tesco sits third at 29.2%. The ranking also features Carrefour, Intermarché, Esselunga, Coopérative U, Selex and Edeka.

However, NielsenIQ warns that customer loyalty is weakening as e-commerce and discount retailers fragment the market. Only two of the top ten have grown their share since 2023.

EU Parliament to ban plant-based items from using familiar meat names

The European Parliament has voted by a large majority to define “meat” as the edible parts of animals, a move that could see familiar terms such as “burger”, “sausage”, “steak” and “escalope” reserved exclusively for animal-derived products. The proposal forms part of a wider review of EU food labelling and agricultural marketing regulations and would, if implemented, prevent plant-based or cell-cultured alternatives from using words traditionally associated with meat.

The amendment, introduced by French MEP Céline Imart, follows ongoing debate about how plant-based foods should be presented to consumers. Supporters of the measure argue that restricting meat-related terms will protect clarity for consumers and fairness for livestock farmers, ensuring that products labelled as meat are unambiguously animal-based. They say the proposal is not directed against plant-based or vegetarian foods but is instead about ensuring transparent labelling and consistent use of established food terms across the European market.

Critics, however, question whether the restriction is necessary, suggesting that consumers are already able to distinguish between plant-based and meat products. Representatives of the plant-based sector argue that banning familiar descriptors could confuse rather than inform shoppers, since terms such as “veggie burger” or “vegan sausage” have become widely understood. Industry associations have also warned that the change could hinder growth in the rapidly expanding plant-based category, adding compliance and rebranding costs at a time when manufacturers and retailers are investing heavily in sustainability and innovation.

The vote marks an important step in the legislative process, but it is not yet the final word. The proposal will now return to a parliamentary committee for clarification before being examined by the European Commission and the Council. Further negotiation with Member States will follow before any law is formally adopted. For now, existing labelling practices remain permitted.

If approved, the regulation would harmonise labelling standards across the EU. While such harmonisation is often welcomed by manufacturers as it can reduce regulatory variation between countries, in this instance it could also mean less flexibility in marketing language and brand communication. Some commentators have noted that the EU approach contrasts with markets such as the UK, where plant-based products have continued to use meat-related terms without major regulatory challenge.

For retailers and manufacturers, the issue is more than semantic. The outcome could affect packaging design, marketing strategy, product positioning, and even cross-border trade. With the plant-based category continuing to expand and consumer interest in sustainable diets still strong, many companies will be watching closely to see how the final legislation takes shape.

One view of retail's future: From transactional to experiential

Retail is entering a new era defined by emotional relevance, data intelligence, and reimagined consumption experiences. According to futurologist Theresa Schleicher in her “Future Guide Retail,” the next phase of transformation for manufacturers and retailers will extend well beyond pricing and efficiency. It will revolve around meaning, community, and well-being—where technology, lifestyle, and health merge into everyday life.

Asian platforms such as Temu and Alibaba, both also selling food in Europe, are setting new standards for speed, variety, and interactivity, transforming from simple e-commerce portals into experimental ecosystems that combine logistics, entertainment, and product development. Schleicher sees them not merely as competitors, but as future laboratories redefining the relationship between brands, consumers, and retail itself. Their promise is not “everything cheaper,” but “everything closer”—closer to desires, culture, and lived experience.

For European grocery players, this shift means developing proximity-driven models that blend personalization, sustainability, and emotional engagement. Hyper-personalized loyalty programmes and gamified experiences are emerging as viable alternatives to traditional discounting. Schleicher envisions “surprise stores” and hybrid retail spaces that inspire through themed events, community cooking, influencer collaborations, and creative product worlds—turning consumption into a continuous journey of discovery.

Health and wellness are at the core of this redefinition. The category is evolving from niche to lifestyle, transforming stores into sensory, aesthetic spaces where nutrition, beauty, and well-being intersect. Functional foods, adaptogenic drinks, and smart snacks represent the next wave of FMCG innovation—products designed not only for sustenance but for mood, performance, and pleasure.

As Schleicher notes, the successful retailers of tomorrow will not just sell goods, but design experiences rooted in values, sustainability, and connection. In this landscape, the fusion of purpose, technology, and everyday emotion will determine who thrives in the marketplace of 2026 and beyond.

E.Leclerc moves into c-retail with bold expansion plan

French retail giant E.Leclerc is set to accelerate its expansion into the convenience store sector, marking a major shift from its traditional hypermarket model. Long associated with vast suburban outlets, the cooperative retailer is preparing to challenge Carrefour and Casino on their strongholds: France’s urban centres. The move underscores changing consumer habits, as shoppers increasingly favour local, quick-trip formats over large weekly shops.

According to press reports, E.Leclerc plans to open around 50 new convenience outlets by 2026, expanding its current network of roughly 100 stores. In total, 53 projects are already in the pipeline—15 under the E.Leclerc Express banner (each over 700 m²) and 25 smaller sites under that threshold.

For FMCG suppliers and retail partners, this strategic shift represents both opportunity and challenge. E.Leclerc’s smaller formats will demand agile logistics, tighter assortments and pricing models that preserve its strong value credentials. As the retailer explores “white zones” not yet covered by its network, it positions itself not only to capture new urban customers but also to strengthen loyalty across multiple channels—from hypermarkets to home delivery and convenience stores alike.

Home alone a growing market

Across Europe, the surge in demand for single-portion food and meals continues to reshape the FMCG and retail landscape. Just about 40 percent of European households are now single adults without children, making it, by far, the biggest type as well as the fastest growing type of household. In addition to these demographic changes, consumers are increasingly becoming time-poor, and shoppers are prioritising convenience, freshness, portion control and reduced food waste. These lifestyle shifts have created fertile ground for innovation in single-serve meals and packaging formats.

Historically many product launches have targeted families with children, since households of multiple people often demand larger pack sizes and more sharing. Retailers and manufacturers have long focused on these families as a core segment — product development, packaging and communications are tailored to the “parent budgeting, family dinner” frame. 

What is less discussed and targeted is the growing and future-facing segment of single-person households. These consumers have less storage space, and value convenience, speed and tailored portion sizes; they are less likely to buy large sharing packs or prepare elaborate meals. For manufacturers this means revisiting portion size innovation, tray formats, microwavable single-serve convenience and flexible packaging. For retailers it means adjusting assortment to include more individual-meal formats, ensuring shelf visibility for “just for me” solutions, aligning promotional strategies and own label ranges accordingly.

In observing this shift, meals and packs for those living solo is evolving from a convenience add-on to a mainstream growth engine for the European food industry — and targeting the one-person and small-household segment offers a clear and not yet fully-leveraged opportunity.