Private label share of grocery retail in Europe 2023, by country

Private label products have gained significant traction in European grocery retail, with the United Kingdom leading the charge. In 2023, store brands accounted for a substantial 51.5 percent of grocery retail sales in the UK, followed closely by the Netherlands at 47 percent and Portugal at 45.4 percent. This trend highlights the growing consumer acceptance of private label offerings across the continent, as retailers continue to invest in developing high-quality alternatives to national brands.

Market dynamics and regional variations

The prevalence of private labels varies considerably across European countries, reflecting diverse consumer preferences and market structures. While Poland reported the lowest private label share at 23 percent, it still represents a significant portion of the grocery market. The weighted average across the continent stood at 38 percent, indicating the overall strength of store brands. Interestingly, the fast-moving consumer goods (FMCG) sector has seen particularly strong private label performance, with sales reaching 258.1 billion euros in 2023, up from 229 billion euros the previous year.

Category performance and growth trends

Within the private label landscape, certain product categories in Europe have emerged as frontrunners. Chilled and fresh foods led the pack with sales exceeding 105 billion euros in 2023, followed by ambient goods at over 66 billion euros. The baby food category, however, lagged behind with sales of just 0.4 billion euros. Despite variations in market share growth, private labels have shown positive trends across all European regions. Portugal experienced the most significant increase, with a 3.2 percentage point rise in 2023 compared to the previous year, while the United Kingdom saw a more modest 0.6 percent growth.