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Nielsen data shows private label gains across Europe

27 May 2020 9:54 AM | Sandra Sullivan (Administrator)

Private label keeps gaining market share across Europe. The latest Nielsen market share statistics compiled for PLMA’s 2020 International Private Label Yearbook reports that private label gained market share last year in 14 of the 19 countries surveyed.

Market share for retailer brands was greater than 30% in all but one of the countries monitored by Nielsen. In Europe’s largest retail markets, private label share stayed above 40% in the United Kingdom and Germany, and now accounts for nearly one of every three products sold in France. In Italy, market share climbed by more than 2 points, its biggest gain ever.

One of the biggest increases was posted in The Netherlands, where share was up more than 7 points to 37%. The unusually large gain came as sales from Aldi with its extensive private label program, were counted by Nielsen for the first time. In nearby Belgium, market share for retailer brands climbed to 44%.

Spain and Portugal remained very strong markets for private label.  Half of all products sold in Spain were retailer brands, while market share in Portugal climbed nearly 3 points to over 43%.


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