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In Italy, the market share of private labels amounted to **** percent in 2019, increasing up to an estimate of **** percent in 2025. 

Sales of private labels in grocery retail

The sales revenue of private labels in grocery retail increased from **** billion euros in 2019 to **** billion euros in 2024. It was estimated to reach **** billion euros by 2030, but if revenue keeps growing the forecast will most probably be outperformed. Private labels were especially successful in specific consumer goods categories, for instance meats, where they accounted for close to ** percent of total grocery sales, whereas they seemed less popular for home- and pet-care products, generating roughly one fifth of total grocery sales. 

The pandemic impact

The coronavirus outbreak affected the sales growth of private label food products. In the weeks from February 17 to March 22, 2020, sales increased by **** percent, while the year to date (YTD) increase measured on February 16, 2020, did not go over *** percent. Taking into consideration the lockdown period, sales grew by **** percent from the beginning of the year to March 22.