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Private label value share in Europe 2018, by country

Share of private label value in selected European countries in 2018

by Nils-Gerrit Wunsch, last edited Aug 9, 2019
Private label value share in Europe 2018, by country In 2018, in the United Kingdom had the highest market share of private label products with 52.5 percent of the market. Other big markets in the EU had significantly smaller shares for private label goods. Germany had over 12 percent less and France had almost 20 percent less than the UK. Greece had the smallest share of its total market value made up of private label products.
Private label product categories

Private label products are sold under a company’s brand but were manufactured by a different company. The relevance of these products depends, among other factors, on the product category. For example, in Europe private label products make up 47 percent of the value of all frozen food products sold. In the categories chilled food, homecare, and ambient private label products also have a value share of over a third of the market.

Combining factors

In the UK, private label chilled food makes up sixty percent of the market value. In 2018, 54 percent of Germany’s chilled food market is made up of private label products. In Germany, pet food and frozen private label products also go over 50 percent. Curiously, only chilled food cracks the 50 percent threshold in the UK for private labels.
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Share of private label value in selected European countries in 2018

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