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Private label market in the UK - statistics & facts

Private label products, otherwise known as own-brand or store-brand products, are goods that are manufactured by a third-party company and sold under a specific retailer's name. Private label products compete directly with branded products and are generally more affordable for the consumer. Since the period of high inflation which pushed grocery prices up at record speed, private label products have become more popular among shoppers in the United Kingdom.

Cost-cutting shopping behavior

When surveyed in August 2023, over one-third of UK respondents stated that they mostly purchased store-brand products in an effort to save on food costs. This was the third most popular way to combat rising food prices, after choosing meals based on what consumers already had at home and dedicating more time to planning food shopping. Even if price was not an issue, just over 70 percent of UK survey respondents would stick with own-label products that they have been buying. For those who prefer branded products, the main reason that they are deterred from buying own-label products was that they don’t taste as good as their branded counterparts.

Popular private label categories

From toiletries to dairy products, private label alternatives are available across almost all supermarket aisles in the UK. Consumers were most interested in own-brand medicines, such as paracetamol and aspirin, out of all household product categories: Over three-quarters of survey respondents generally purchased private label medicine. In comparison, just 12 percent said the same for toothpaste. In the beverage aisle, own-brand juices and smoothies were the most popular.

Types of private label

There are also some distinctions to be made within the supermarket's own-brand categories. Many supermarket brands in the UK can be broken down into standard, premium, and value. Own-label standard holds the highest market share of all three in the United Kingdom. However, own-label value has witnessed the highest level of growth most recently at almost 50 percent in the 16-week period ending on April 16, 2023.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Emma Bedford, Apr 16, 2024

Key insights

Average private label share of FMCG products in Europe
36%
Country with highest sales of private label goods in Europe
Germany
Country with highest private label share of the grocery market in Europe
UK
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Editor’s Picks Current statistics on this topic

Share of private label value in Europe in 2021, by category

Consumer Goods & FMCG

Private label value share in Europe 2021, by category

Share of consumer goods' sales value held by private labels in selected European countries as of 2023

Private Label

Value share of private label FMCG in Europe 2023

Increase in supermarket own-label sales value in the United Kingdom (UK) in 2023, by retailer

Private Label

Growth of supermarket private label sales in the UK 2023, by retailer

Further recommended statistics

Overview

6

Overview

UK retail

3

UK retail

Private label categories

5

Private label categories

Leading supermarket brands

9

Leading supermarket brands

Consumer behavior

5

Consumer behavior

Further reports

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Grocery shopping behavior in Germany
Grocery shopping behavior in Germany
Private label in Europe
Private label in Europe

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