Private Brands Reach 30% Penetration in 15 Countries

Grocery Cart GlobeRetail owned brands represent at least 30% of all the products sold in 15 countries, their highest penetration to date, according to data collected by Nielsen for the PLMA’s 2014 International Private Label’s Yearbook.

Sweden, Finland and the Czech Republic, each surpassed the 30% market share for the first time last year. The number of countries that reach a 30% penetration is growing: in 2011, only 10 countries achieved it; in 2012, twelve.

16 of the 20 countries surveyed by Nielsen in 2013-recorded increases in market share by volume. The largest percentage increases were registered in Sweden (5.1 points), Finland (4.0 points), Poland (3.1 points) and Slovakia (2.7 points).

Private brands continue to represent over half of all the products sold in Switzerland (53%) and Spain (51%). Both countries experienced increases in market share in volume and value. In five countries: UK (45%), Portugal (45%), Germany (44%), Belgium (41%) and Austria (40%), private brand currently represents at least four out of ten products sold.

The market share of retail brands increased in Denmark, Norway, Hungary, Turkey and Italy, while decreasing slightly in France and the Netherlands. In Greece, private brand accounted for more than one in four products sold in this country. Retailer brands are having a dominant role in some of the supermarket departments. Private label accounts for more than half of total paper and hygiene products sold in 11 countries, frozen products in 10 countries and pet products in 9.

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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.