Private label brands are winning consumer trust and market share

In six major European countries, private label products now account for half of all units sold, a historic first in retail. Widespread penetration across France, Germany, Italy, the Netherlands, Spain, and the United Kingdom fundamentally shifts consumer purchasing habits and retail power dynamics.

Private label brands were once dismissed as inferior, budget alternatives. Yet, they now capture significant market share and consumer trust across diverse categories, reflecting a strong preference for value and evolving quality standards in 2026. The capture of significant market share and consumer trust redefines brand loyalty.

The Unstoppable Rise of Store Brands

• 50% Private label products reached this unit share across France, Germany, Italy, the Netherlands, Spain, and the United Kingdom for the first time, according to Produce Business.
• >3 percentage points The share of private label units sold has increased every year since 2021, rising by more than three percentage points annually, according to Produce Business.
• 92% This percentage of U.S. grocery shoppers currently have store brand products in their homes, according to Abasto.
• Nearly half This proportion of shoppers increased private brand purchases over the past year, according to Abasto.
• 2.8% Private brand dollar sales rose 2.8% year-over-year, outpacing national brand growth, according to Abasto.

These figures confirm a widespread and accelerating consumer embrace of private label products. This is not a fleeting preference but a durable market shift, challenging the long-held dominance of national brands and reshaping consumer expectations for value and quality.

Retail Giants Reap the Rewards