Private Brand Opportunities Strategies in Brazil

Private Brands accounted for a market share of 3.8% in Brazil in 2007. This figure grew by 0.7% during the review period to reach a market share of 4.5% in 2011. The global financial crisis led to consumers becoming more value-conscious. Brazilian consumers have become more willing to try private label products at the expense of branded products in order to save on their grocery expenditure.

The growing share of organized retail in Brazil meant that retailers continued to improve on the quality of their private label products and started marketing them between the leading and discounted brands. While the low cost of private labels continued to be the key-driving factor, manufacturers started entering the premium market by offering high value products. Over the forecast period, private labels are expected to record positive growth and be driven by consumer demand for high-value products.

There is an increasing trend of collaborative product development in the Brazilian market. As a part of this trend, companies are involving consumers in product development activity. Some of Brazil’s key private label product categories include paper napkins, paper towels, alcoholic drinks, carpet cleaner and disinfectant.


  • This report provides a comprehensive analysis of the private label market within the consumer packaged goods industry in Brazil
  • It provides an overview of key global markets for private label
  • It provides comparison of private label market share in Brazil with Latin American countries and with the key global markets
  • It provides historical shares for the Brazilian private label market for the report’s 2007–2011 review period and forecast figures for the 2012–2016 forecast period
  • It highlights the consumer, business and economic factors driving the private label market in Brazil
  • It covers a summary on the key challenges facing the private label market in Brazil
  • It details the business strategies of private label brands by retail store formats
  • It discusses the key emerging product strategies in the Brazilian private label market
  • It compares the pricing strategy adopted for private label products in key categories
  • It outlines the purchasing habits of Brazilian consumers by age-group across branded and private label products
  • It outlines the future outlook for the Brazilian private label market
  • It profiles the major retailers in the private label market in Brazil

Order the report Brazilian Private Label Market

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.