Private-Label Sales Set New Record High In Italy

By Branislav Pekic
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Private-Label Sales Set New Record High In Italy

Private-label sales in Italy reached an all-time high of €12.8 billion in 2022, an increase of 9.4% year on year, new data has shown.

The market share for private-label brands increased from 19.8% to 20.8%.

The data was presented in a study undertaken by the European House-Ambrosetti for Italy’s Modern Distribution Association and presented at the Marca 2023 event.

Over the 2013-21 period, private-label companies were found to perform better than the industry average of the food sector.

The positive trend continued in 2022, with seven in ten private-label companies claiming an increase in turnover – 27.1% reported an increase in sales of between 10% and 20%, while 24.1% reported an increase between 20% and 30%.


Private-label sales of fresh food and pet care grew both in value and volume (+5.7% and +5.9%, respectively).

Premium Private Label

Sales of premium private-label products increased by 8.9% in value and 2.3% in volume, the data showed.

Elsewhere, functional private-label products increased by 14.2% in value and 6.6% in volume, and organic products grew by 3.9% in value, but dropped by 1.6% in volume.

The mainstream segment, which accounts for 76% of total store brand sales, leads the growth, accounting for 9.8 out of 12.0 points in private-label growth.


Price Increases

The study also found that Italian retailers absorbed a significant part of price increases – amounting to €3.9 billion – in 2022.

Italian distribution companies make up 80% of purchases in the agri-food chain through 25,000 sales points. Modern distribution companies generate €155 billion of the chain's €600 billion turnover, with a direct added value of €25.6 billion.

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

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