Private-Label Market In Europe Worth More Than €300bn: PLMA

By Steve Wynne-Jones
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Private-Label Market In Europe Worth More Than €300bn: PLMA

The market for private-label products in Europe's grocery sector hit €302 billion last year, new data from PLMA and NielsenIQ has shown, with the value share of store brands growing 1.2% on a pan-European basis.

Private label now accounts for 37% of sales in the European grocery channel, the data showed.

NielsenIQ surveyed 17 markets for PLMA’s International Private Label Yearbook, of which 16 reported growth in private-label sales last year. The only exception, Switzerland, saw a marginal decline of 0.4%.

Of the countries included in the study, four have a private-label share of more than 40%, while private-label share is above 30% in 11 markets.

Growth Markets

The biggest growth in private-label share was seen in Czechia (+3.5%), Portugal
(+2.9%), Spain (+2.2%) and Hungary (+2.2%), while Switzerland holds the highest store brand share of any European country, at 51.6%.


Other countries with a significant private-label share include Spain (43.3%), Portugal (39%), the Netherlands (44.0%), Belgium (37.8%) and Austria (35.4%), while Europe’s largest markets, Germany, United Kingdom and France, have a collective private label share of 38.5%.

Elsewhere, in Belgium and the Netherlands, the combined private label share grew 0.9%, while Scandinavian markets saw a combined share growth of 1.1%, with the highest growth reported in Denmark (+1.8%).

Read More: Private-Label Sales Rise 11.3% In US To Hit New Record High

Top Categories

According to NielsenIQ data, perishable and frozen food, paper products, and ambient food are the top three categories of Private Label value share with an average of 50%. This represents approximately €212.8 billion in sales across the 17 European countries tracked.


'Consumers in Europe clearly turned to private label acknowledging the quality and price value,' PLMA said in its report.

Read More: PLMA’s Annual Roundtable Conference Coming To Rotterdam In March

© 2023 European Supermarket Magazine – your source for the latest private-label news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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