The private label market has experienced significant growth across the United States, Europe, and Asia, driven by consumer demand for affordable, quality alternatives to national brands. This article delves into the current landscape, market share, and future projections of private label products in these regions.

United States

In the U.S., private label products have steadily gained traction, now representing 19% of grocery sales. This growth is attributed to consumers seeking cost-effective options, especially during economic uncertainties. Retail giants like Walmart and Target have expanded their private label offerings, with Walmart’s Bettergoods and Target’s Dealworthy brands experiencing sales volume increases of over 200% in 2024. Projections suggest that private label market share in the U.S. could reach 30% by 2033.

Europe leads globally in private label market penetration. Depending on the country, private label products constitute between 21% and 52% of supermarket sales. The overall private label value share of fast-moving consumer goods (FMCG) in Europe has grown from 31.4% in 2018 to over 38% in 2024. Countries like Switzerland, Spain, and the Netherlands see private labels accounting for nearly half of all FMCG sales. This trend is largely fueled by ongoing economic challenges, prompting consumers to opt for more affordable private label goods.

Asia

The private label market in Asia is expanding, driven by increasing consumer demand for cost-effective yet high-quality products. The market is projected to grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2030. The COVID-19 pandemic has significantly influenced shopping behaviors, with many consumers shifting towards more reliable and affordable options, including private label products. Additionally, the rise of online retail has made private label products more accessible to a broader audience.

Global Market Outlook

The global private label market was valued at approximately USD 911.05 billion in 2024 and is anticipated to reach around USD 2,271.07 billion by 2033, reflecting a CAGR of 5.7% from 2025 to 2033. This growth is driven by retailers focusing on value-driven and quality-enhancing strategies, expanding private label offerings across diverse categories, including food, apparel, and consumer goods.

Conclusion

Private label products are reshaping the retail landscape across the U.S., Europe, and Asia. As consumers continue to seek value without compromising quality, and retailers invest in diverse private label portfolios, the market share for these products is poised for sustained growth in the coming years.