Private-label brands have evolved from simply being low-cost, name-brand alternatives to becoming innovative, sustainable, and differentiated products. These brands have continued to increase their share, even as inflation has eased. In 2025, private labels are firmly established in global CPG markets, with continued growth due to consistent, strategic investment.

Highlights:

• Name-brand products in Europe and Australia are featured in promotional deals up to three times more frequently than store-brand alternatives.

• While private label growth has slowed in some regions, it’s gaining in the U.S., France, and Spain.

• Retailers around the world are adopting different growth strategies, such as launching new products in the U.S. and increasing store locations and product ranges in EMEA.

• Name brands are fighting back against private label growth effectively, especially in EMEA and Australia, where unit growth has been steeper than private label in the last year.