Private brands gain in Europe

Citing research from Nielsen, the Private Label Manufacturers Association (PLMA) said that market share for retailer brands climbed to all-time highs in nine European countries and for the first time stands at 30 percent or above in 17 of the 20 countries tracked for PLMA’s International Private Label Yearbook.

The PLMA said Nielsen research reveals that market share for store brands reached all-time highs in Germany, Italy, The Netherlands, Belgium, Poland, Austria, Sweden, Norway and Denmark. Seven countries now have market shares of 40 percent or higher: United Kingdom, Germany, Austria, Belgium, Switzerland, Spain and Portugal.

Market share in the United Kingdom stayed above 45 percent and appears ready to resume growth as supermarkets expand their store brand programs to combat the competitive challenge from discounters, according to PLMA. In France, private brands penetration has remained over 30 percent for more than a decade.

First published in 1998, PLMA’s International Private Label Yearbook covers trends in more than 7,000 product categories in 20 countries, including foods, snacks and beverages; health and beauty; and household products of all types.