Private labels, more and more preferred by European consumers | Progresiv
Private labels continue to gain market share in Europe and hold around 30% in 17 countries across the continent, according to the latest data provided by Nielsen. 
Thus, in Germany, the largest retail market, private label products have reached a significant market share of over 45%. Countries like the Netherlands, Belgium, Sweden, Norway, Hungary and Turkey also have large private label market shares at the moment.
Nielsen data also shows that in countries where the percentage of private labels was already high, it continued to move forward. Among them are the UK, Germany, Belgium and Portugal, where the market shares for private brands already exceeded 40%. In the UK, where retailers invest large budgets in private brands, just to cope with the competition, the market share in this segment rose to 46%.
In countries like Spain and Switzerland, private label products account for about half of all products sold in these countries. The situation is slightly changed when it comes to France, where the market share for private label remains over 30%, but traders have begun to cut low priced products in favor of premium ones.
At the same time, the largest increase was recorded in Turkey, where market share climbed 3 percentage points, to 26%. In the case of retailers in Greece, on the other hand, one in three products sold locally is private label.
The market share of private labels in four Central and Eastern European countries (Poland, Hungary, the Czech Republic and Slovakia) also reached 30% or more. Hungary is in this top with a private brand share of 34%.
Nielsen concludes by saying that last year's revenue from the sale of private label products was impressive, coming at a time when consumer confidence in Europe reached the highest level in 17 years.
