In 2025, retailer brands hit record sales and outgrow big brands. Shoppers want good value and good quality, and retailers now offer premium and functional options too.
Where it’s already mainstream:
-United States. Retailer brands grew +3.7% vs +1.1% for national brands. Sales are close to $280B , a record. For many shoppers, own brands are the default.
-United Kingdom. Own-label share stayed near parity with brands (about 47–52%). Premium private label is growing fast.
-Western Europe. In several countries, private label is over 40% of category sales. It’s part of the regular basket.
Where it’s growing up:
-Asia–Pacific. 54% of consumers say they now buy private label more often (leaders: Thailand, India, China, Indonesia). People see it as “good enough quality at a fair price.”
-Latin America. Share is lower than in Europe, but growth is faster than the global market. Big room to grow, especially for discounters and club formats.
Where it’s still early:
Middle East & Africa. In many countries, share is still under 2%, but momentum is building as modern retail expands and shoppers seek affordability.
Why this is happening:
-Value without trade-offs. Most shoppers see private label as “good value for money” and a real alternative to brands. The stigma is fading.
-Retailer strategy. Big chains launch premium lines (chef-inspired, plant-based, “made without”). Own brands are about innovation, not just low price.
-Promo reality. Brands overuse discounts. Retailers push their own labels smartly, earning margin and loyalty, so private label keeps its share.
What manufacturers should do (5 quick moves):
1) Rebuild the portfolio for profitable volume.
Cut the long tail. Put money on your #1–2 brands and best-margin SKUs. EY State of Consumer Products 2025 says companies that simplify portfolios and focus win more. (EY)
2) Innovate for clear, simple benefits.
No “just another flavor.” Make health-led products (high protein, no sugar, clean label) and easy formats. PwC Voice of the Consumer 2025 shows health benefits are a top reason people switch food brands. (PwC)
3) Co-create with retailers, not just ask for shelf space.
Bring a category growth plan, exclusive packs, and retail-media tests with incrementality. Deloitte 2025 Consumer Products Outlook urges precision growth (balance price-volume-mix and smarter demand gen). (Deloitte)
4) Run price–pack–promo with hard measurement.
Use RGM: targeted promos, MMM, and receipt data to prove lift vs. private label. Deloitte 2025 Outlook calls for profitable growth levers, not blanket discounting. (Deloitte Insights)
5) Tighten operations and cost-to-serve with data/AI.
Make the supply chain transparent, cut waste, and free margin to reinvest. KPMG Global Tech Report 2025 (Consumer & Retail) links higher digital/AI maturity to better profitability. (KPMG Assets)
#PrivateLabel #FMCG #CPG #Retail #StoreBrands #ConsumerTrends #RGM #CategoryManagement #RetailMedia #RetailInnovation
19