Consumer demand for high-protein products continues to rise, prompting many retailers to expand their ranges—often through private-label sports nutrition lines. For example, Auchan has launched its own brand, Eat n Move, which includes products like isotonic drinks for hydration during workouts and whey protein for post-exercise recovery. Similarly, Aldi Germany has introduced its Aldi Sports line, featuring protein-enriched items such as whey powders, protein balls, snack bars, and even protein-infused coffee.

Protein remains a key growth driver across multiple FMCG categories. Once limited to dairy products, protein claims now extend into an increasingly diverse set of items, including bread, pasta, salads, cereal, meal solutions, snack bars, and even pancakes and coffee. Packaging often highlights the protein content, aligning with consumer perceptions of protein as a marker of health and an active lifestyle, particularly among Gen Z shoppers.

Retailers are clearly targeting a well-defined demographic: health-conscious, physically active consumers. To win in this space, FMCG brands and suppliers must ensure strong shelf presence, provide engaging recipe inspiration, offer sampling opportunities, and develop product ranges that include both plant-based and ready-to-drink formats.

In May, the entire RAI Exhibition complex, 45,000 m2 show floor, was devoted to PLMA’s “World of Private Label” international trade show. More than 30,000 visitors immersed themselves in the overwhelming offerings of private labels of thousands of own brand producers. The show lived up to its reputation as a leading global event welcoming trade professionals from all over the world. 

The show revealed that private labels increasingly develop into private brands whose strategic relevance is growing year over year. By focusing on surprise instead of price, chains can provide their customers with products that deliver greater value and differentiation.

“It is encouraging to witness the energy and inspiration shared between retailers and manufacturers as they continue to shape a dynamic private brand community,” said PLMA President Peggy Davies. “These companies are clearly future-ready, serving consumers who are not only price-conscious but increasingly focused on finding real value. This spirit of collaboration and innovation was on full display at this year’s well-attended event in Amsterdam.”

The French plant-based sector reacted with relief to the decision of the Council of State to annul two decrees prohibiting the naming of products containing plant proteins with butcher, delicatessen and fishmonger terms like “steak”, “burger”, “lardon”, or “sausage”.

The Council of State deemed the French decrees of 2022 and 2024 to be illegal and contrary to European regulations. The fact that those decrees targeted only French producers was also considered particularly unfair and unacceptable. The case is closed now with a full victory for the plant-based advocates. The French government will pay €3,000 each to the parties that brought the case to court.

According to new research from IGD, the discount grocery retail channel is expected to expand by €191.6 billion globally between 2024 and 2029, making it the fastest-growing format in physical grocery retail.

Europe continues to be the core market for discounters, with all of the top 14 countries by market share located in the region. By 2029, discount retailers are projected to account for more than 23% of total grocery sales across Europe.

Central and Eastern Europe, along with Portugal, are identified as key growth markets, supported by high levels of discount penetration and strong forecasted sales growth through 2029.

Globally, the discount segment is gaining momentum, with new entrants, geographic expansion by established discounters, and increased strategic focus by retailers on their discount formats.

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.

In the European Union, member states have the right to restrict or ban the cultivation of approved genetically modified organisms (GMOs) within their territories based on environmental or health concerns. Many EU countries have chosen to opt out of growing GMO crops. Currently, only one GM maize is cultivated in the EU on a limited scale.

After a recent vote by member states in favour of easing the rules around labelling genetically modified foods, talks have begun in Brussels between the European Commission, Council, and Parliament on how to regulate genetic engineering in the EU. The focus now is on reaching a final agreement regarding the legal framework for what are known as "New Genomic Technologies" (NGTs), including tools like CRISPR/Cas, often referred to as “gene scissors”.

The European Commission has proposed splitting NGT plants into two categories:

NGT 1: Plants altered without introducing genes from other species. The Commission suggests these should be exempt from the strict GMO regulations.

NGT 2: Plants that do include genes from other organisms. These would still fall under the existing GMO laws.

JD.com, China’s largest retailer by revenue and renowned for its rapid same-day or next-day delivery, is trialling its entry into the UK market with a new platform called Joybuy. With a global customer base of nearly 600 million, the company is currently testing its website to offer British consumers a wide selection of products — from clothing and home furnishings to health and beauty, household essentials, and both chilled and frozen foods.

Although still in its early stages, JD.com confirmed that the platform is in a "testing phase" and is aiming for a full UK launch by the end of 2025.

What is particularly notable is that Joybuy appears to be working with UK supermarket Morrisons. A variety of Morrisons own brand items — including The Best range of pizzas, toiletries, and frozen fruit — are already available for purchase on the site, suggesting a strategic partnership is in place.

Joybuy is currently offering free shipping on a customer’s first three orders, as well as running limited time ‘flash sales’ with countdown timers to promote quick purchases. Speed and affordability are clearly part of its core strategy.

In the same April week, two important retailers in the UK, Co-op and Marks & Spencer, were hit by major cyber-attacks. The attacks on Co-op and M&S are said to have been carried out by the same hackers. Among others, the attacks disrupted supply chains leading to empty shelves.

In order to protect the company, Co-op had shut down some of its systems. According to insiders, the company narrowly averted being locked out of its computer systems during the attack. Nevertheless, the retailer confirmed that the criminals were able to steal private customer data.

Marks & Spencer also admitted that personal customer data was stolen in the hack, including dates of birth, household information, telephone numbers and ‘masked’ payment card details, the theft did not include any account passwords. The attack affected the company’s loyalty app, online orders and contactless payments as well as parts of the supply chain. Some of the M&S stores had to turn into cash-only.
A good two months after the cyber-attack, M&S had started taking some online orders again.

A law firm has prepared for a class action data lawsuit against M&S, it signed up over 350 claimants in one week. The theft of customer data, while not an immediate concern on its own, does open up customers to a greater risk of fraud and scams with people either posing as M&S or using the stolen data to feign knowledge of the customer.