Private Label

Private label goods have made major headway in retail and can be found in a wide variety of categories. In the consumer goods market in the U.S., private label accounts for close to 19 percent of all sale value. Refrigerated was the department with the highest store brands goods dollar share, accounting for one third of sales. In Germany, private label brands held a majority share on trash bags while in Italy their highest share was in the fruit and vegetables segment.

Private label consumer goods have become increasingly popular in Europe due to growing demand for high-quality products at lower prices, the rise of discount retailers, and the increased focus on sustainability and transparency in the supply chain. Private labels have achieved a market share of 36 percent in the region, with a value share of close to 52 percent in Switzerland and more than 44 percent in countries such as the Netherlands, and Spain.

In recent years, retailers have shown a growing interest in private label brands, with many stores now selling their own branded products in addition to national brands. Nevertheless, for some retailers like Walmart, private label brands are not just an added bonus, but the primary source of their sales. The U.S. retailer accounted for 28.2 percent of the private label market of consumer packaged goods in the country, followed by Costco with just under 15 percent.

Latin American has a notably low share of private label sales among fast-moving consumer goods. Only 2.3 percent of sales in the region came from store brands compared to 36 percent in West Europe. One possible explanation for this is the fact that many grocery chains are regional and don't command the brand presence of national chains in markets elsewhere in the world.