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

Leading retailers strategically leverage their private label portfolios to drive significant comparable sales growth and enhance overall market performance. Based on Kohl's proprietary brands delivering a 6% comparable-sales increase and Walmart's private-brand sales rising double digits, retailers who fail to aggressively develop and market their own labels risk ceding significant market share and growth opportunities to competitors who have embraced this strategy.

Beyond Price: Building Consumer Trust

Spain leads major European countries with a 59% private label unit share, closely followed by the Netherlands at 56%, according to Produce Business. Spain's 59% private label unit share, closely followed by the Netherlands at 56%, highlights a profound consumer shift in specific markets. The U.K. and Germany also see private label unit share at 52%, with France at 46% and Italy at 36%, according to Produce Business. The varied but significant adoption across Europe, with the U.K. and Germany at 52%, France at 46%, and Italy at 36%, confirms a fundamental reorientation of consumer trust. While Europe sees outright unit dominance, the U.S. market, despite 92% shopper penetration, shows slower dollar growth of 2.8%. The U.S. market's slower dollar growth of 2.8%, despite 92% shopper penetration, suggests a potential lag in market maturity or a distinct consumer value proposition compared to Europe. With nearly half of shoppers increasing private brand purchases, loyalty shifts from national brands to the value and quality offered by store brands, forcing a re-evaluation of traditional brand-building strategies.

The Shifting Retail Power Dynamic

Kohl's stock surged 94.1% over the past year, outperforming the industry's 73.6% growth, according to TradingView. Such performance confirms how strong proprietary brand strategies secure investor confidence. Target posted 5.6% comparable sales growth in Q1 2026, with a 4.4% increase in comparable traffic, according to TradingView. Target's 5.6% comparable sales growth in Q1 2026, with a 4.4% increase in comparable traffic, further solidifies the financial advantages for retailers prioritizing their own brand portfolios. The robust financial performance of these key retailers, directly linked to strong private label offerings, marks a fundamental shift in market power and investor sentiment.

The Future of Brands: Innovation or Obsolescence?

The consistent year-over-year increase in private label unit share, rising over three percentage points annually since 2021, and dollar sales outpacing national brands by 2.8% year-over-year, indicates a fundamental shift. Private labels are now the preferred choice for a significant consumer segment, not merely a fallback. Major retailers like Kohl's and Walmart leverage these brands as primary engines for comparable sales growth and market share expansion, directly impacting performance metrics. Major retailers leveraging private labels as primary engines for comparable sales growth and market share expansion creates a critical inflection point for national brands. They can no longer rely solely on legacy loyalty. Aggressive innovation is essential to justify premium pricing against increasingly competitive and trusted private label alternatives. As private labels evolve in quality and perception, national brands face escalating pressure to innovate and differentiate, or risk obsolescence in a market prioritizing value and direct retailer relationships.

If current trends persist, national brand manufacturers will likely face intensified pressure to innovate beyond their brand name, as retailers like Walmart and Kohl's continue to expand their private label portfolios as primary growth engines.