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Private label brands held a majority share of the consumer goods market in Switzerland as of 2025. Portugal and Spain followed, with private labels accounting for over ** and ** percent, respectively, 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.

FMCG private label share in European countries

Private label brands were nearly as popular as branded goods in Switzerland and Spain in 2024, accounting for ** and ** percent, respectively, 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 **** percent. In Europe, private label products represented over ** percent of all fast-moving consumer goods sales in 2024, increasing slightly from the previous year.