Private-label goods are products sold under a retailer’s own brand. They are available for many categories of packaged consumer goods and sold through several retail channels, though most commonly in supermarkets. Globally, the private label segment has the highest market penetration in Europe, followed by North America. Depending on the country, the private label segment makes up between 21 and 52 percent of supermarket sales in Europe.
Considering sales growth rates, private-label consumer goods are performing better than branded products. Consumers have recognized that private label products can offer comparable or superior quality and value compared to the national brands they used to buy, which is why they have made the switch. The recent surge in inflation has also contributed to this trend as consumers have started to reduce their spending on name brands and opt for private label products instead.
Private label share of consumer goods sales volume in the U.S. from 2019 to 2023
Further details: Visit original statistic Private label share of consumer goods sales volume in the U.S. from 2019 to 2023
In the United States, private label accounts for close to 21 percent of the whole consumer goods market volume and has a value of roughly 236 billion U.S. dollars. In Europe, the size of the store brand market varies significantly between countries. The share of market value held by private labels was highest in Switzerland and the United Kingdom.
Private label dollar sales of consumer packaged goods in the U.S.Unit share of private labels in the United States in 2023, by product department
Further details: Visit original statistic Unit share of private labels in the United States in 2023, by product department
Private label goods have made major headway in retail and can be found in a wide variety of categories. In the consumer goods market in the U.S., private label accounts for close to 19 percent of all sale value. Refrigerated was the department with the highest store brands goods dollar share, accounting for one third of sales. In Germany, private label brands held a majority share on trash bags while in Italy their highest share was in the fruit and vegetables segment.
Private label share of consumer goods sales value in the U.S.Private label value share of fast-moving consumer goods (FMCG) in Europe from 2018 to 2022
Further details: Visit original statistic Private label value share of fast-moving consumer goods (FMCG) in Europe from 2018 to 2022
Private label consumer goods have become increasingly popular in Europe due to growing demand for high-quality products at lower prices, the rise of discount retailers, and the increased focus on sustainability and transparency in the supply chain. Private labels have achieved a market share of 36 percent in the region, with a value share of close to 52 percent in Switzerland and more than 44 percent in countries such as the Netherlands, and Spain.
Share of consumer goods' sales value held by private labels in European countriesOmnichannel share of consumer packaged goods (CPG) private label sales in the United States as of June 2023, by retailer
Further details: Visit original statistic Omnichannel share of consumer packaged goods (CPG) private label sales in the United States as of June 2023, by retailer
In recent years, retailers have shown a growing interest in private label brands, with many stores now selling their own branded products in addition to national brands. Nevertheless, for some retailers like Walmart, private label brands are not just an added bonus, but the primary source of their sales. The U.S. retailer accounted for 28.2 percent of the private label market of consumer packaged goods in the country, followed by Costco with just under 15 percent.
Likelihood to buy supermarket private label products in the UKPrivate label value share of fast-moving consumer goods (FMCG) worldwide in Q2 2022, by region
Further details: Visit original statistic Private label value share of fast-moving consumer goods (FMCG) worldwide in Q2 2022, by region
Latin American has a notably low share of private label sales among fast-moving consumer goods. Only 2.3 percent of sales in the region came from store brands compared to 36 percent in West Europe. One possible explanation for this is the fact that many grocery chains are regional and don't command the brand presence of national chains in markets elsewhere in the world.
Fastest-growing private label markets worldwide
This category covers the market of consumer goods sold under the own brands of retailers. The products are usually supplied by third-party manufacturers, which have a portfolio of different customers: national brands, retailers, or even service providers. Statistical information about the private label market is most often provided in relation to the whole in-store retail market. Similarly, spending intentions reported by consumers are usually described as a choice of private label brands over all other brands available in the market. Dollar and unit sales of specific categories of products provide further insights, especially in the grocery sector.
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