Will Private Label Drive Out Manufacturer Brands?

Helen Passingham-Hughes

Private label is growing across all regions but demonstrates significant country-by-country variation (Figure 1). Within the 48 countries covered by this article it has a 17% value share of global fmcg (fast moving consumer goods) sales. More significantly, this share has grown by 2% over the last two years.

In Western Europe, private labels have made huge inroads, with shares reaching almost 40% of fmcg sales and still increasing. Germany, the largest economy in Europe, has a strong and growing share of over 40%. This has predominantly been driven by the discounters within a static market.