Global private label market: share of leading brands by selected country 2013

This statistic depicts the market share of private label brands worldwide in 2013, broken down by selected country. In that year, Switzerland topped the list with a share of about 45 percent of total retail sales.

Private labels

Private labels are brands which are not owned by a manufacturer or producer, but by a retailer or supplier. This retailer or supplier asks a contract manufacturer to produce goods for him under his own label. Additional terms used include store brands or private brands.

Traditionally, private labels entered the market as a low-cost alternative to national brands. Today, they are part of active retail marketing in order to position their products ideally on the market and not to be exclusively dependent on suppliers of national brands. Retailers may benefit from the many advantages of private labels, especially from the fact that they have more control over product and service pricing. In addition, they may offer their goods at a lower price as retailers do not have such high marketing and advertising expenditures as their brand counterparts, in turn benefiting consumers and saving them money.

Nowadays, private labels are present among a wide range of industries and are gaining more and more market penetration, especially in Europe, where private label share is approaching almost 50 percent in some markets. In the U.S., the private label market remains quite fragmented. Food categories with a large private label share include milk, sugar and sugar substitutes and fresh eggs.

Market share of private label brands worldwide in 2013, by selected country

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Release date

November 2014



Survey time period


Supplementary notes

* Indicates 2014 Moving Annual Total (MAT).
For a consistent cross-country view, all categories are weighted equally to produce an average private-label share. Individual country reporting may vary due to reporting differences.

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Statistics on "Private label market in Canada"

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