Private label market share in Italy 2011-2022

In Italy, the market share of private labels amounted to 16.5 percent in 2011, increasing up to 20.8 percent in 2022.

Sales of private labels in grocery retail

The sales revenue of private labels in grocery retail increased from 8.6 billion euros in 2011 to 12.8 billion euros in 2022, and is projected to grow in the coming years reaching 15.2 billion euros by 2030. Private labels performed successfully in specific consumer goods categories. Indeed, fruit and vegetables sold under the store brands made up over 35 percent of the total grocery sales, while private labels seemed less popular for beauty and personal care products. Indeed, this category of private labels’ products accounted for less than one fifth of retail sales.

The pandemic impact

The coronavirus outbreak affected the sales growth of private label food products. In the weeks from February 17 to March 22, 2020, sales increased by 24.4 percent, while the year to date (YTD) increase measured on February 16, 2020, did not go over 4.6 percent. Taking into the consideration the lockdown period, sales grew by 12.9 percent from the beginning of the year to March 22