Value share of private label FMCG in Europe 2024

Private label brands held a majority share of the consumer goods market in Switzerland as of 2024. Spain and the Netherlands followed, with private labels accounting for nearly half of all FMCG sales in those countries. 

CPG goods and their private label sales in Europe

Consumer packaged goods (CPG), and their subcategory, fast-moving consumer goods (FMCG), are everyday essentials sold in large quantities at affordable prices. This includes food, drinks, toiletries, cleaning products, and other necessities. As a major factor in consumer spending, CPG drives economic activity, particularly in retail and distribution, creating demand for a wide range of products and services. Germany outpaced all other European nations in 2022 when it came to the sales of private label consumer goods, boasting a staggering 61 billion euros in revenue. The United Kingdom came in second with sales 19 percent less than Germany, while the Netherlands recorded a more modest 9 billion euros.

FMCG private label share in European countries

Private label brands were nearly as popular as branded goods in the Netherlands and Spain during the first five months of 2023, accounting for nearly half of all fast-moving consumer goods (FMCG) sales in those countries. In Norway, private labels held a smaller but significant market share of just over 22 percent. In Europe, private label products represented over 38 percent of all fast-moving consumer goods sales in the first quarter of 2024, increasing from 35.4 percent in 2019.