Representative body Private Label Manufacturers Association (PLMA) has announced that retailer brands are consistently growing in market share across Europe.
The PLMA’s 2018 International Private Label Yearbook has tracked 19 countries and found that 2017 market share for private label increased in 12 of the countries analysed. The market share for private label is now at 30% or above in 17 countries, the company said in a release.
Surge In Popularity
Germany, Europe’s largest retail market, saw its private-label market share hit a record of 45% for the first time. The Netherlands, Belgium, Sweden, Norway, Hungary, and Turkey also saw their highest levels of-private label market share ever. Hungary's private-label market share rose up to 34%. In Austria, the private label market share jumped to more than 40%.
Even in countries where private-label products already had high penetration in the market, market share still increased. The UK, Germany, Belgium, and Portugal all boasted a private-label market share of over 40% in initial figures, yet still saw increase in market share last year. In the UK, market share topped over 46%.
High Consumer Confidence
Tom Pennincks, of Nielsen, said that the gains last year came at a time when consumer confidence was higher than it has been in 17 years, resulting in private-label growth.
This confidence seems to be echoed by suppliers. In February, PLMA presented a study which found 88% of private-label suppliers were optimistic that private-label penetration will continue to grow in the retail sector.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Padideh Aghanoury. Click subscribe to sign up to ESM: The European Supermarket Magazine.
