Private label

As consumers seek to save money, private label brands are becoming increasingly popular. In 2023, nearly one-third of global consumers reported being more likely to purchase private label or less-branded items to cut costs, with this trend particularly strong in Germany and Spain.

In 2024, the European region is expected to account for 62% of new private label launches in the food and beverage sector, followed by North America and Asia. The leading countries in this trend are the UK, the US, and France.

The table below shows the top market categories as a percentage (%) of overall F&B launches tracked as “Private Label”, showing the bakery space taking the highest % share for private label innovations.