Private label sales and shares on the rise across Europe In the panorama of European mass consumption, PL is no longer a simple alternative to industrial brands, but a structural component of the market. Private labels have exceeded 40% of grocery sales (in value) in many countries, taking up a central role in retailer strategies and consumer choices. Driven by inflationary pressures, a growing attention to value for money and an increasingly varied offer, Private Label is redefining competition and consumption models throughout Europe. In more mature markets such as Switzerland, Germany and the United Kingdom, and booming ones such as Spain and the Netherlands, the growth of private labels varies according to channel and product category. Value products have been joined by premium, sustainable and specialist lines that can cater to new consumer needs and boost brand loyalty. These trends are confirmed by the most recent figures, opening up interesting prospects for European retailers, who are called upon to offer a balance of convenience, innovation and value throughout their supply chain. According to NielsenIQ, the turnover generated by the sale of PL products in the 17 European countries monitored during the year ending October 2025 amounted to € 384 billion, a growth of about 3.7%, or € 13.8 billion. As a result of this increase, the share of the consumer goods sector in general rose to 38.7% (+0.3 percentage points). European markets remain among the largest globally, with 12 of them showing a share in excess of 30%, and 8 actually exceeding 40%. The countries with the highest growth in the share of private labels are Spain (+1.1 percentage points), Austria (+0.7), Netherlands (+0.5) and Poland (+0.5), while Switzerland, in addition to having the highest percentage among the 17 countries monitored (52.3%), is the only one in Europe to exceed the 50% threshold. The three largest European markets, Germany, the United Kingdom
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Private labels have exceeded 40% of grocery sales in many countries, taking up a central role in retailer strategies and consumer choices.
According to NielsenIQ, the turnover generated by the sale of PL products in the 17 European countries amounted to € 384 billion.
Sweets and snacks, healthcare products and paper products are the top three categories by PL share of the European market, with an average of 34.5%, or a total of € 136 billion in the 17 countries monitored.