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the awards

ESM: European Supermarket Magazine is proud to present the European Private Label Awards, a contest to determine the most impactful and innovative store brands on sale in Europe’s supermarkets.

With private label market share now at an all-time high across Europe, and innovative store brands now penetrating even the most diverse of supermarket categories, the European Private Label Awards have been developed as a 'badge of honour' for both retailers and suppliers investing in this growing market.

The entry process for the 2021 awards is now open, click here to submit your products!

why enter

ESM: European Supermarket Magazine is the leading pan-European grocery industry trade title, with readers comprising C-level executives and senior buyers across Europe and internationally.

The European Private Label Awards has therefore been created to celebrate the 'best of the best' when it comes to store brand innovation right across Europe, and celebrate the dynamism of both retailers and suppliers when it comes to developing products that can compete, and in many cases outperform, the biggest brands in the marketplace.

All winners and finalists will be celebrated in a special European Private Label Awards issue of ESM: European Supermarket Magazine, to be published in March 2021. Contact [email protected] for more information.

Alternatively click ENTER AWARDS to submit your application.

Why enter?


For companies that wish to enter more than one product/category, please visit the ENTER AWARDS page for more information

Ambient Grocery

Includes Sauces, Soups, Oils, Canned Products, Conserves, Baby Foods, Baking Products, Stocks, Salad Dressings...

Beverages (Alcoholic)

Includes Beer, Wine, Spirits, Flavoured Alcoholic Beverages, RTD Alcoholic Beverages…

Beverages (Non-Alcoholic)

Includes Soft Drinks, Juices, Energy Drinks, Squashes, Cordials, Mineral Water…

Confectionery & Snacking

Includes Chocolate, Sweets, Gums, Mints, Potato Chips, Popcorn, Biscuits, Cakes, Savoury Dips, Granola Bars, Chips...

Convenience Foods/Food To Go

Includes Ready Meals, Food-to-Go, Pre-Packed Sandwiches and Snacks, Snack Pots, Instant Meals, Prepacked Fresh Berries, Fruit Pots, Chilled Soups…

Dairy Products

Includes Milk and Milk Products, Yoghurt, Yoghurt Drinks, Chilled Desserts, Cream, Cheese, Butter, Dairy Spreads, Flavoured Milk, Milkshakes…

Free-From Foods

Includes Gluten-Free, Vegetarian, Vegan, Fat-Free, Egg-Free, Lactose-Free, Nut-Free, Dairy-Free, Soy-Free. Sugar-Free, Yeast- Free, Salt-Free, Wheat-Free, GMO-Free food and beverage products across all grocery categories...

Frozen Food

Includes Frozen Meat Products, Frozen Vegetable Products, Frozen Snack Products, Ice Cream, Frozen Snacks…

Meat & Seafood

Includes Sliced Meats, Chilled Prepared Meats, Meat Products, Seafood Products, Shellfish...

Non-Food (Household)

Includes Detergents, Washing Up Liquids, Fabric Softeners, Dishwasher Products, Ignition Products, Refuse Sacks, Household Sprays, Bathroom Cleaners, Kitchen Cleaners, Air Fresheners, Batteries, Hard Surface Cleaners…

Non-Food (Personal Care)

Includes Deodorants, Creams, Lotions, Shower Gels, Soaps, Shampoo, Hair Conditioners, Razors, Sanitary Protection, Baby Wipes, Nappies, Diapers, Facial Tissues, Toothpaste, Oral Care Products, Oral Analgesics, Cough & Cold Remedies…


All entries will be considered for inclusion in three overall cross-category awards: Innovative Product of The Year, Packaging Excellence Award and Taste Excellence Award. Please note that these categories are not open for entries.

judging process

The closing date for entries to the 2021 European Private Label Awards HAS BEEN EXTENDED to 5 November, with the judging for the awards taking place in mid November.

Cost per entry is based on a per-SKU basis, and prices are inclusive of VAT. Entries are priced as follows:

  • 1-5 Entries (€195 per entry)
  • 6-10 Entries (€180 per entry)
  • 11-20 Entries (€165 per entry)
  • 21-50 Entries (€145 per entry)
  • 50+ Entries (€95 per entry)

Further details on payment types accepted for each entry are available on the ENTER AWARDS page.

Finalists will be revealed in Issue 1 2021 of ESM: European Supermarket Magazine, which is due to be published in January 2021. Winners will be revealed in Issue 2 2021, which will be published in March 2021.

For further information, view the Terms & Conditions


ESM: The European Supermarket Magazine is Europe’s dedicated magazine for the European grocery sector. ESM is a must-read for senior managers and top-level executives working in the European grocery sector, or supplying the retail industry.

Together with its website www.esmmagazine.com and weekly e-newsletter, ESM: European Supermarket Magazine is the go-to trade magazine for the highly competitive European grocery market.

For further information, click here

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contact us

For information about the European Private Label Awards, contact Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine at [email protected]. Alternatively log on to www.esmmagazine.com/contact for details of how to get in touch with the ESM team.