While private labels were once viewed mainly through the lens of availability, consumer perceptions are shifting toward value, quality, and community support, finds a new report from NIQ: “Finding Harmony on the Shelf: 2025 Global Outlook on Private Label and Branded Products.
The report says “the brands that succeed will be those that recognise the strengths each brings to consumers – whether it’s value and local relevance or quality and prestige – and embrace opportunities for growth together.” Consumer perception of private label products is completing a dramatic turnaround. As retailers invested in quality and improvements, private label sales reached new heights.
Success for one kind of label doesn’t have to come at the expense of others. Every player can win a little and grow categories if the reins of control shift in favour of collaboration. The report reveals what is driving brand shifts and how harmony among private and name brands can expand sales.