Private label in Europe - statistics & facts
The outsourcing of manufacturing and lower marketing costs associated with private label products, which offer a low-cost alternative with comparable quality to name brands, have driven shoppers to increasingly opt for them, especially with the recent increase in inflation. Consumers worldwide exhibit varying shopping behaviors and preferences for these types of products. Notably, private labels have garnered greater popularity in Europe and North America, constituting 36 percent of fast-moving consumer goods sales in West Europe during the second quarter of 2022, in stark contrast to Latin America’s 2.3 percent. The overall private label value share of fast-moving consumer goods in Europe has grown from 31.4 percent in 2018 to over 38 percent in 2024.
