Private label surges to €291 billion

European private label products have cemented their role as the fastest‑growing segment in retail, reaching €291 billion in sales and a 40% market share across the continent’s six largest economies, according to new data released by Circana and shared ahead of the Marca by BolognaFiere & ADM 2026 trade show.

The figures, covering France, Germany, Italy, the Netherlands, Spain and the UK, show that private label now accounts for 48% of all FMCG units sold, with value sales rising 3.8% year‑on‑year. This growth underscores how store brands have moved far beyond their traditional positioning as low‑cost alternatives, becoming a structural engine of innovation and loyalty within modern retail.

Industry experts highlight that private label is increasingly being used by retailers as a strategic tool to differentiate, drive sustainability, and meet evolving consumer expectations. “Private label is no longer simply about price wars,” Circana’s Ananda Roy noted. “It’s about creating value, embedding trust, and offering products that reflect consumer priorities around health, quality and responsibility”.

The expansion comes against a backdrop of shifting consumer behaviour. Inflationary pressures and the cost‑of‑living crisis have accelerated demand for affordable yet high‑quality alternatives, while sustainability and provenance are becoming key purchase drivers. Retailers are responding by investing in premium private label ranges, eco‑friendly packaging, and category innovation that rivals branded suppliers.

The Marca trade show in Bologna (14–15 January 2026) is expected to showcase how retailers are leveraging private label to strengthen competitiveness. Organisers say the sector’s momentum is reshaping supply chains and opening new opportunities for manufacturers who partner with retailers on exclusive ranges.

With nearly half of FMCG units now carrying a retailer’s own name, private label has become a defining force in European retail strategy. The challenge for branded manufacturers will be to adapt to a marketplace where value, authenticity and innovation are increasingly being delivered by store brands themselves.