Private Label Europe

The popularity of private label with consumers continues to be a strong trend right across Europe. The latest report for PLMA International Year Book shows that the market share for private label brands grew in 13 of 20 countries tracked by Nielsen.

In the UK, the market share of retailer brands increased to 46%, which is the highest level recorded since 2010. The prospects are for continued growth in this area as retailers continually look to use their private label brands to defend their position against the strong growth of the discounters in the market.

Private label also saw strong growth in the French market, despite aggressive promotions driven by the A brands to combat their progression. Market share grew to 35%, the highest level since 2012. In Germany, where Supermarkets have traded against discounters for decades, the market share for the retailer brands remained above 40% for the 8th consecutive year.

All four of Scandinavian countries; Denmark, Finland, Norway and Sweden, demonstrated growth in private label and central Europe also showed the same trend. Retailer brands now account for over 30% market share in the Czech Republic, Hungary and Slovakia. Poland is also demonstrating strong growth in the private label area with private label share now being 4 times as high as when the data was first recorded in 2003.

The Mediterranean countries of Italy, Greece and Turkey are showing increasing share for private label and the Spanish market private labels’ share stayed above 50% for the 4th consecutive year. 

Nielsen believes that the strong growth demonstrated in most markets in 2015 will continue as a long term trend.