Private label continues European advance

Tesco private label
Photo: Piranhi /

In almost all European countries the supermarket chains' private labels again increased their market share last year. Switzerland, Spain and the United Kingdom remain at the forefront.


Cheaper alternative

Italy is now the only country where private label volume share remains below 30 %: private labels have a share of 22.3  in volume and 19.1 % in value. Even though market share has risen more than 2 %, the country still lags far behind European front runner Switzerland. Swiss private labels account for almost half of the market, with a 49.8 % share by volume and 42.5 % by value, despite a small drop last year. The figures come from the latest edition of the International Private Label Yearbook, published by PLMA (the association of private label manufacturers) and research agency Nielsen.


In fourteen of the nineteen countries surveyed, private label market share increased last year. In six countries, private labels represent more than 40 % of the volume, but in terms of turnover, market share is significantly lower: private labels generally offer a cheaper alternative to branded products.


Slight decrease in Benelux

In Belgium, private label market share now stands at 44 % in volume and 31.6 % in value. The share increased slightly in volume, but decreased in value, which indicates a somewhat greater price pressure. The share is highest in the categories fresh, frozen and bakery/biscuits. The strongest risers were children's biscuit mix, prepared meal kits, stain removers and toothpicks.


In the Netherlands, private label share declined very slightly, both in volume (from 37.1 % to 37.0 %) and in value (from 33.4 % to 33.3 %). Private label share is highest in fresh, delicatessen and bakery/biscuits. In frozen foods, the share is remarkably lower than in most other countries. Strong risers include razor blades, disposable nappies, liquid stock and pâté.



Private label volume share and value share per country