Private label products are increasingly dominating French shopping baskets, challenging major brands across most FMCG categories, according to an exclusive survey conducted by Appinio for LSA magazine. Emilie Dumas, research lead at Appinio, highlights that private labels have strengthened their position in the context of price pressure and constrained purchasing power.
The survey, conducted in late 2025 with a representative sample of 1,000 French consumers, shows private labels now account for 36% of FMCG sales by value and 47% by volume. Over 80% of respondents regularly buy private label food products, 70% household items, and 52% beauty products. Three-quarters report being familiar with private label ranges, while 86% say these products are easy to identify in stores.
Price and value for money remain the key drivers, but perceived quality has improved significantly, narrowing the gap with major brands. Food and home care private labels are seen as competitive alternatives, while in health and beauty consumers still favour national brands. Loyalty is increasingly store-driven, reinforcing private labels’ legitimacy as reliable, high-value options.