Private label value share in Europe 2018, by category

This statistic illustrates the market share of private label goods in Europe in 2018, by category and based on value. The frozen food category had the largest private label share, accounting for 47.1 percent of the market in Europe that year. Additionally, the share of private label goods in selected European countries can be found at the following. Private label is defined as products that are manufactured or provided by one company, but that are on offer under another company's name. Private label items can be seen in many sectors, varying from food to cosmetics and even web hosting. They are normally priced as a lower cost alternative, although there are a few companies that offer these goods as a more premium service to compete against higher quality brands.