Retailer brands keep gaining popularity across Europe. The latest Nielsen data shows that market share for private label increased last year in 12 of the 19 countries tracked for PLMA’s 2018 International Private Label Yearbook, and now stands at 30% or above in 17 countries.
Private label reached an all-time high in Europe’s largest retail market, Germany, with its market share there climbing to over 45% for the first time. Market share also increased to its highest levels ever in six other countries: The Netherlands, Belgium, Sweden, Norway, Hungary and Turkey.
The gains came even in countries where private label already had very high penetration. Market share for retailer brands climbed in the United Kingdom, Germany, Belgium and Portugal, where share was more than 40%.
In the UK, where supermarkets are investing in their private label programmes to meet competition from the discounters, market share climbed to more than 46%. Private label’s share has remained above 40% there ever since Nielsen began compiled data for PLMA in 1997.
Private label still accounts for half of the products sold in Spain and Switzerland. Market share in France remained above 30%, but declined as some retailers reduced their price entry brands and moved toward more premium products.
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