Private labels are seeing continued growth in the EU and the UK, according to Circana’s latest report. 

Tracking France, Germany, Italy, Spain, the Netherlands and the UK, the insight provider found that private labels now account for 42% of all consumer packaged goods (CPG) value sales. 

This statistic rises to 44% in supermarkets, where the shops act as the most influential channel for private labels. 

The latest data is congruent with findings at Drinks Retailing, which reported on supermarkets – including Waitrose and Asda – increasing their focus on premium own-label this year. 

It also aligns with the latest data from Wordpanel, released last week, which found that £1 in every £20 was spent on premium own-label in UK supermarkets. 

Analysis from Circana found that over the past year, brands have reduced their average range more aggressively than private labels across both edible and non-edible categories, resulting in a changed ratio that may help the latter. 

Ananda Roy, senior vice president of strategic growth insights at Circana, said: “Private labels are now firmly embedded in Europe’s grocery market, and their strength in supermarkets gives them a clear advantage as economic pressures continue.  

“With inflation rising and shoppers feeling the strain, we expect private labels to gain further momentum through the rest of 2025. Brands will need to be far more tactical with promotions, pricing and innovation if they want to stay competitive.”