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Share of consumers likely to buy retailers’ own brand products in Germany in 2026, by product category

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Source

Release date

June 2026

Region

Germany

Survey time period

April 2026

Number of respondents

around 1,800 consumers

Supplementary notes

* OTC = Over-the-counter drugs and supplements.

This question was phrased by the source as follows: "Thinking about [category], how likely are you to buy unbranded or retailers’ own brand items (instead of branded items)?"

Citation formats

Share of consumers likely to buy retailers’ own brands in Germany 2026

Published by
F. Watty,
Jul 1, 2026

In 2026, German consumers were most likely to purchase retailers’ own brands in grocery products, with ** percent reporting they often or almost always do so, followed by home care at ** percent. In contrast, over-the-counter products showed the lowest likelihood, with ** percent of consumers rarely or never choosing retailers’ own brands.

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