Private Label

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, and Latin America. Depending on the country, the private label segment makes up between 20 and 50 percent of supermarket unit sales in Europe.
Considering sales growth rates, private-label consumer goods are performing better than branded products. The reasons for this are manifold. Unlike national brands, retailers can set their own pricing strategies and differentiate the products’ offerings. Moreover, consumers also believe store brand products to be of better quality and more sustainable than they did in the past.

Leading region by retail market share of private label worldwide
Top EU country by supermarket unit sales of private-label products
Leading private-label food category in the U.S.

Industry insights

Private label market in the U.S.


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Market size

How much is the private-label market worth?
Total store brand dollar sales volume in the United States from 2013 to 2019 (in billion U.S. dollars)
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In the United States, private label accounts for 16 percent of the whole retail market of consumer packaged products and has a value of roughly 140 billion U.S. dollars. In the EU, the size of the store brand market varies significantly between countries. The share of store brand products in total grocery unit sales was highest in Spain and the UK.

Store brand dollar sales in the U.S.
Dollar share of private label sales in the U.S., by category
Change in sales value of private-label goods in Western Europe

Industry trends

Private label goes online
Walmart most popular products on mobile shopping lists apps in North America in 2020
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Although the traditional definition of the private-label market primarily refers to physical retail, store brands are popular among online consumers, too. On the one hand, store brands are part of the general growth of the e-grocery segment, also due to changing shopping habits during the outbreak of the coronavirus pandemic. On the other hand, online marketplaces and pure e-commerce players introduced their own brands, in some cases even providing several product lines.

Change in sales value of private-label goods in the U.S.
Online grocery private label penetration during in the U.S., by income loss
Market share held by Amazon private-label products worldwide

Industry definition

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.

More interesting topics from the industry "Private Label"


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