Private Label Reaches New Milestone Across Europe’s Biggest Grocery Markets

Circana reports private label has reached a new milestone in Europe, hitting a 50% unit share across France, Germany, Italy, the Netherlands, Spain and the UK for the first time. The gain reflects sustained pressure from higher living costs, with store brands steadily expanding share since 2021 by more than three percentage points.

Circana’s Senior Vice President of Strategic Growth Insights, Ananda Roy, said, "Supermarket private label brands have spent the last decade becoming powerful brands in their own right. Given that a normal shopping...

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