Private labels
ahead
steam in Italy’s consumer goods market: data, drivers and strategies Private Labels are continuing to gain in strength in Italy’s consumer goods market, evolving from a price alternative to a strategic driver for product differentiation, customer loyalty and value. The PL perimeter is being reshaped by inflationary pressure, new buying habits and a growing focus on quality and sustainability. We talked about this with Alfonso Giuliano, Retail Country Leader at Circana Italy, analysing current trends and attempting to grasp how retailer categories, channels and strategies are changing. Can you tell me about PL performance in 2025, and the most interesting trends in terms of consumption? «Last year PL sales continued to grow, strengthening its role in fast-moving consumer goods. Overall, in the first 11 months of 2025 PL grew by 4.4% in value and 2.9% in volume, rising above the 30 per cent market share, 0.3 percentage points up on 2024. This result is particularly significant if we consider the continuing state of “ordinary uncertainty”, marked by renewed inflationary pressure and prudent consumer habits. With regard to the most interesting PL trends, we see an increasingly careful and selective consumer: spending on essential goods is growing, as is spending on products related to wellbeing. The purchasing mix moves from the lowest price to higher price ranges, and the premium segment is gaining ground, a sign that the consumer is not only looking for cost-effectiveness, but also quality and values such as sustainability and local suppliers». In which segments is the private label most dynamic, and in which do consumers remain more loyal to traditional brands? «The “core” areas of PL, where the competitive position is already strong, are more dynamic: growth is strong in the ’very fresh’ segment (fresh fruit and vegetables and meats), with value increases of up to
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Alfonso Giuliano, Retail Country Leader at Circana Italy
Private Labels are continuing to gain in strength in Italy’s consumer goods market, evolving from a price alternative to a strategic driver for product differentiation, customer loyalty and value.