T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
Get in touch with us nowPrivate label value share in Europe 2023, by category
The frozen and chilled & fresh categories had the largest private label share in Europe in 2023, accounting for 54 percent of the market. Pet Non Food followed, with a store brand share of 51 percent, while the Baby Food category had the lowest share at just 10 percent. Private label is defined as products that are manufactured or provided by one company, but that are on offer under another company's name. Private label items can be seen in many sectors, varying from food to cosmetics and even web hosting. They are normally priced as a lower cost alternative, although there are a few companies that offer these goods as a more premium service to compete against higher quality brands.
