Private-Label Market Share At All-Time High In Nine European Countries

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Private-Label Market Share At All-Time High In Nine European Countries

Private label's market share has now reached an all-time high in nine European countries, according to the Private Label Manufacturers' Association (PLMA).

The association says that retailer brands now hold a share of 30% or higher in 15 of the 20 countries that it is tracking, and seven countries now have private-label market shares of 40% or higher.

Last year, the figures reached record highs in Germany, Italy, the Netherlands, Belgium, Poland, Austria, Sweden, Norway and Denmark.

Long-Term Trends

“The latest Nielsen statistics reveal clearly that 2016 was another good year for retailer brands in Europe," said Brian Sharoff, president of PLMA. "This continues a long-term trend that shows that private label’s success isn’t tied to economic cycles, but reflects the growing confidence shoppers have in retailer brands.”

The biggest market-share increases were posted in Austria, which was up 2.8 points, to 43%, and Germany, up 2.1 points, to 45%.


Market share in the UK stayed above 45%, as supermarkets expanded their private-label ranges to compete with the discounters.

PLMA expects private-label penetration to increase in Mediterranean countries, as Aldi and Lidl expand their operations in that region.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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