European private label continues to strengthen its position on supermarket shelves, and the latest outlook suggests the trend is far from over. According to a September 2026 report from RaboResearch “There is no stopping European private label - for now”, private label is still gaining ground across European food retail, even in markets where its share is already approaching 50%.
In 2025, private label volumes in Western Europe grew on average twice as fast as branded products. Its value share increased by a further 0.2 percentage points, while the gains made since 2021 have exceeded those achieved during the previous decade combined.
Price sensitivity has clearly played a role, particularly after food prices rose by more than 30% in many countries since 2021. But RaboResearch argues that the private label story is much broader. The expansion of hard discounters, greater retail concentration, stronger retailer commitment and increasingly sophisticated private label suppliers are reinforcing one another.
The next phase may be particularly interesting. Retailers are using premium private label ranges to bridge the gap between mainstream own label products and established brands. This gives private label a role not only as the affordable choice, but also as a vehicle for quality, differentiation and innovation.
RaboResearch estimates that the average private label value share in Western Europe could reach around 44% by 2030. Looking further ahead, its theoretical analysis suggests mature markets could approach 60% by 2050.
For brands, the report is not all bad news. But defending share will require stronger premiumisation, innovation and distribution. The competitive bar has clearly risen.