Will private label drive out manufacturer brands?

Helen Passingham-Hughes, managing director of TNS’s Asian panel network, reports on the size and growth of the private label fmcg sector in 48 countries.

Will Private Label Drive Out Manufacturer Brands?

Helen Passingham-Hughes Asiapanel

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 ...

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