Retailers’ own brands continue to expand their market presence across Europe, with total sales reaching € 352 billion in 2024, according to data from NielsenIQ. This marks a 0.11% point increase in market share from 2023, bringing private labels to 38.1% of the total grocery sector. The total grocery market, private labels and manufacturers' brands combined, now stands at € 924 billion, nearly € 100 billion more than in 2022. NielsenIQ surveyed 17 European markets for PLMA’s 2024 International Private Label Yearbook update and noticed an increase for retail brands in 9 out of the 17 countries.
Europe remains a dominant global player in private label sales, with 10 countries exceeding a 30% market share and five surpassing 40%. The region's three largest grocery markets, Germany, the United Kingdom, and France, hold a collective private label share of 39.7%, up by 0.1% points from the previous year.
Among the highest-growing markets, Spain leads with a 1.2% point increase in private label share, followed by the Czech Republic (+0.5 pp), Portugal (+0.4 pp), and France (+0.4 pp). Switzerland remains the strongest private label market, boasting a 52.0% share, making it the only country with a share higher than 50%.
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