Private Label in Western Economies: Losing Share

Private label’s value market share in Europe fell by 0.6 points to 38.3% in 2015, compared to the previous year as a share of the total FMCG market.

This highlights both a downward trend and the fact that retailers and manufacturers are struggling to cope with challenging market conditions, including pressure from a growing discounter channel, as well as national brands pumping large amounts of money into promotions. Private label market share measured by pack sales also dropped by 0.5 points to 47.4% last year.

The report analyses private label sales trends, price and promotions across six countries in Europe (France, Germany, Italy, Spain, the Netherlands and the United Kingdom), as well as in the US and Australia.

 

To learn more, please download and read this IRI Special Report «