Private label food and drink drive European market growth – PLMA
Sales of private label goods have increased to 38.1% of the total grocery sector in Europe, reinforcing Europe’s dominant position in the global private label market.
According to data from NielsenIQ, private label brands continue to gain momentum across Europe, with total sales reaching €352 billion in 2024, reflecting a 0.11 percentage point increase in market share from 2023.
NielsenIQ’s survey, conducted across 17 European markets for PLMA’s 2025 International Private Label Yearbook, revealed that private label sales increased in nine out of the 17 countries. Among the highest-growing markets, Spain saw a 1.2 percentage point increase in private label share, followed by the Czech Republic (+0.5 pp), Portugal (+0.4 pp), and France (+0.4 pp). Switzerland remains the leader, boasting a 52.0% share, while Germany, the United Kingdom, and France together hold a collective private label share of 39.7%.
After a decline in unit volumes in 2023, the grocery market is showing signs of recovery, with total unit sales increasing by 1.27% in 2024, adding 5.24 billion units. Private labels have been the primary driver of this growth, contributing over 75% of the total increase.
Consumer attitudes toward private labels are shifting, leading to their transformation from budget-friendly alternatives to competitive, high-quality product lines. According to NielsenIQ, 50% of global – consumers report an increased willingness to purchase private label products, and 40% say they would pay higher prices for them if they perceive superior quality.
Across product categories, private label growth is particularly strong in ambient food, confectionery & snacks, and perishable food, which collectively account for an average of 46.8% private label value share, representing €221 billion across the 17 tracked European markets.
The highest growth within large markets (Germany, United Kingdom and France) was observed in ambient food and alcoholic beverages. Spain and Portugal experienced notable share gains, especially in frozen food.
A recent PLMA industry survey among private label manufacturers and retailers found that nine out of ten industry professionals expect private label sales to continue growing in the coming years, driven by evolving consumer preferences, strong price-performance value, and an increasing trend toward premiumisation.
According to NielsenIQ, total private label sales across the 17 European countries grew by €9.5 billion, reinforcing the sector’s resilience and growth potential in a competitive retail landscape.
The strong sales will be a topic of discussion at Private Label Manufacturers Association’s (PLMA) World of Private Label International Trade Show on 20-21 May at the RAI Amsterdam Convention Centre. This event promises to be the biggest yet, with a record-breaking number of exhibitors and high expectations from retailers and manufacturers, reaffirming its position as the premier meeting place for the private label industry worldwide.
With more than 3,100 exhibitors from 70+ countries, including new country pavilions from Canada, Scotland, Bulgaria, Morocco, and Ukraine, the 2025 World of Private Label will showcase a dynamic and innovative range of private label products across all FMCG categories. The show will be divided into food and non-food halls, offering attendees an efficient way to explore the latest trends, innovations, and new product developments.
“As private label continues to expand across all markets, companies are seeking innovative products, sustainable solutions, and dependable business partners,” said PLMA president Peggy Davies. “This year’s event will spotlight key trends like sustainability, health-conscious products, while offering exhibitors and buyers an ideal opportunity to connect and grow their businesses.”
