Private Label Across Europe: 2024 Figures Show Another Successful Year
Europe's private labels: a growing force in retail
European grocery retail: Stabilisation with continued pressure

For the European grocery sector, 2025 brought a period of stabilisation, with shopper spending patterns broadly unchanged while retailers continued to face cost pressure.

Looking into 2026, 64 percent of grocery CEOs expect market conditions to improve or remain stable compared to 2025, yet margin pressure, strong competition and limited growth prospects remain key concerns.

The report is based on surveys of over 35 grocery executives and more than 15,000 consumers across 14 European countries, supported by market analysis conducted in early 2026. According to the interviewed CEO’s, major trends are:

  • Increased cost and margin pressure
  • Adopting AI and automation
  • Strengthening private label
  • Finding new growth opportunities
  • Downtrading of consumers

While input costs showed early signs of easing at the start of 2026, the operating environment remains sensitive to geopolitical shocks and shifts in consumer sentiment. The McKinsey and EuroCommerce State of Grocery Retail Europe 2026 report highlights how tensions, including recent developments in the Middle East, could quickly affect inflation, supply chains and demand.

Simon Wintels of McKinsey will present the findings of the report during PLMA’s pre-show seminars on Monday 18 May. Admission to the seminars and workshops is complimentary to all registered visitors and exhibitors who possess an official 2026 World of Private Label entrance badge. Click here for the detailed programme.

Packaging blamed for microplastic transfer into food

A new report from EarthAction and rePurpose Global points to packaging as a significant pathway for microplastic contamination in food and drinks. The study, From Pack to Plate, estimates that around 1,000 tonnes of microplastics enter food annually through plastic packaging, contributing to human exposure.

According to the findings, consumers ingest on average about 130mg of micro- and nanoplastics each year, equivalent to billions of particles. For high-use consumers, intake can exceed one gram annually. While packaging is not the largest overall source of microplastics in the environment, the report stresses its importance as a direct and predictable route into the human diet.

The research identifies polyethylene terephthalate (PET) bottles as responsible for around one third of packaging-related exposure. Rigid PET containers and flexible polyethylene packaging also make a notable contribution. Design features such as caps, closures and multi-component systems can increase particle release due to friction, while conditions such as sunlight exposure or UV light can raise emissions significantly. Heating processes, including hot filling or microwaving, may further increase release levels.

The report also raises concerns about health implications, noting that ingested particles can carry chemicals such as endocrine disruptors and carcinogens. It points out that many particles are small enough to enter biological systems.

EarthAction and rePurpose Global argue that better packaging design and testing under real use conditions could reduce exposure, with targeted improvements in materials and structures offering immediate opportunities for change.

Packaging blamed for microplastic transfer into food

A new report from EarthAction and rePurpose Global points to packaging as a significant pathway for microplastic contamination in food and drinks. The study, From Pack to Plate, estimates that around 1,000 tonnes of microplastics enter food annually through plastic packaging, contributing to human exposure.

According to the findings, consumers ingest on average about 130mg of micro- and nanoplastics each year, equivalent to billions of particles. For high-use consumers, intake can exceed one gram annually. While packaging is not the largest overall source of microplastics in the environment, the report stresses its importance as a direct and predictable route into the human diet.

The research identifies polyethylene terephthalate (PET) bottles as responsible for around one third of packaging-related exposure. Rigid PET containers and flexible polyethylene packaging also make a notable contribution. Design features such as caps, closures and multi-component systems can increase particle release due to friction, while conditions such as sunlight exposure or UV light can raise emissions significantly. Heating processes, including hot filling or microwaving, may further increase release levels.

The report also raises concerns about health implications, noting that ingested particles can carry chemicals such as endocrine disruptors and carcinogens. It points out that many particles are small enough to enter biological systems.

EarthAction and rePurpose Global argue that better packaging design and testing under real use conditions could reduce exposure, with targeted improvements in materials and structures offering immediate opportunities for change.

Carrefour structures employees' TikTok store promotions

Carrefour is taking a measured approach to the growing presence of employees on TikTok, aiming to balance creativity with consistency. Across its stores, staff are increasingly using social media to highlight products, promotions and everyday store life. Some of these posts gain significant traction, helping to drive footfall and sales at a local level.

Rather than tightly controlling this activity, Carrefour allows initiatives to emerge from employees themselves. Many accounts are created voluntarily by younger staff who are comfortable with the format and quick to adopt trends. These individuals act as informal ambassadors, presenting products in a direct and relatable way that traditional marketing often struggles to match.

To support this, Carrefour has introduced a framework to guide participation without limiting it. The company began by training a group of employees to communicate online more effectively. It has since expanded its efforts by sharing weekly content guidelines with stores. These outline current themes, highlight promotions and suggest relevant trends or music that can be used in posts. The intention is to provide direction while leaving room for personal adaptation.

This balance between central coordination and store-level autonomy is key. Individual outlets are encouraged to tailor content to their own customers, reflecting local demand and stock availability. In practice, this means that products featured online are typically available in-store, reducing the risk of disappointing customers who arrive after a viral post.

Carrefour emphasises that participation must remain voluntary and responsible. Employees are expected to follow clear guidelines to ensure content remains appropriate and aligned with the brand.

The approach reflects a broader shift in retail communication. By enabling employees to create content while providing structure behind the scenes, Carrefour is turning everyday store activity into a practical marketing tool that connects directly with shoppers.

Eroski debuts AI-driven online shopping via WhatsApp

Spanish retail group Eroski is testing a new route to online grocery shopping by bringing the entire journey into WhatsApp, using artificial intelligence to handle customer requests and fulfil orders quickly. The pilot, currently under way in Bilbao, centres on “Eroski Smart Shop”, a service that allows shoppers to build a basket through a simple chat interface and receive delivery in around an hour.

The concept is straightforward: customers send a message, voice note or even a photo of a shopping list via WhatsApp. The AI system interprets the request and generates a proposed basket, which the shopper can review, amend and approve before payment. The experience is designed to feel conversational rather than transactional, removing the need to navigate a conventional e-commerce site or app.

What sets the model apart is the level of personalisation built into the interaction. The system can suggest recipes and meal ideas tailored to dietary preferences, household needs and budget. Where a request is generic, it defaults to the most economical option, but it will switch to specific brands if the customer asks, adjusting choices dynamically within the chat.

Eroski is positioning the initiative as a response to shifting consumer expectations, where speed and convenience are increasingly non-negotiable. Industry data backs this up: digital touchpoints now influence a large majority of grocery purchases, even when the final transaction happens elsewhere. Time saving, rather than price, is often the primary driver for using online channels.

The choice of WhatsApp is also strategic. With billions of users globally and strong adoption across age groups, including older consumers, it offers a familiar and accessible platform. By embedding shopping into a daily communication tool, Eroski is aiming to lower barriers to entry and broaden digital engagement. The year-long pilot across nine stores will assess customer uptake and operational performance. 

Beatriz Santos from Eroski will share details of the company’s private label strategy driven by data and AI at PLMA’s Pre-show seminars on Monday 18 May. Admission to the seminars is complimentary to all registered visitors and exhibitors in possession of a valid 2026 World of Private Label entrance badge. Click here for a detailed programme.

Tesco will switch from barcodes to QR codes at POS

Europe’s transition towards next-generation product identification under the GS1 Sunrise 2027 initiative has entered a more tangible phase, with recent activity signalling a shift from pilot to practice. The initiative itself is not a mandate to replace traditional barcodes, but a coordinated commitment that, by the end of 2027, retail point-of-sale systems will be capable of scanning two-dimensional codes like QR codes.

What has changed in recent months is the level of operational commitment. Rather than isolated trials, retailers are beginning to embed QR codes into live assortments. Tesco’s decision last month to replace 1D barcodes with 2D QR codes across the entire own label product range marks a notable change. This move builds on two years of pilots and demonstrates that the technical and process challenges, ranging from scanning reliability to data integration, are now sufficiently resolved for real-world deployment.

QR codes structured to GS1 standards can encode batch, date and serialised information, enabling far greater precision in inventory management and recalls. Retailers can isolate affected batches rather than entire product lines, while dynamic data opens the door to improved stock rotation and waste reduction. In addition, the new codes offer consumers, through a smartphone scan, access to extra data like ingredients, allergens, and traceability.

The industry consensus continues to favour a dual-marking period, where 1D and 2D codes coexist to ensure interoperability during the transition. 

Tesco’s move therefore acts as a practical benchmark rather than an outlier. It indicates that Sunrise 2027 is no longer a distant systems deadline but an active transformation underway, with early adopters beginning to define how quickly the rest of the European market will follow.

Europe’s convenience revolution: Proximity retail on the rise

Across Europe, easier is in. Proximity retail is undergoing a transformation, changing how consumers shop and how retailers compete. Once seen as a supplementary channel, convenience stores are becoming more central to grocery strategies, driven by different lifestyles, urbanisation and the demand for immediacy.

A key driver is the overall fragmentation of shopping habits. The traditional weekly supermarket trip is in decline, replaced by more frequent, smaller purchases. Consumers increasingly prioritise speed, accessibility and flexibility, often making last-minute decisions about meals. This behavioural shift has elevated the role of neighbourhood stores, which are now positioned as essential daily touchpoints rather than occasional top-up destinations.

Retailers are responding with targeted expansion and increasingly differentiated concepts. Chains such as Carrefour have built extensive networks of compact urban stores, now numbering in the thousands, reflecting the scalability of the model. In the UK, Tesco is prioritising smaller “Express” formats over large stores, recognising their stronger economics and alignment with urban shopping patterns.

Elsewhere, innovation is accelerating. In Germany, Rewe is testing fully automated neighbourhood formats such as the nahkauf Box, offering 24-hour, staffless access to a curated range of essentials in rural communities. The group is also expanding on-the-go concepts like Rewe Express at petrol stations, combining grocery retail with foodservice to meet demand from customers on the move.

In Spain, DIA has rebuilt its business around dense networks of small neighbourhood stores, while in Belgium and France, Intermarché and Coopérative U are rolling out urban convenience formats tailored to local catchments and high-footfall locations. These formats are increasingly designed around fresh, ready-to-eat and purpose driven shopping.

At the same time, the convenience model itself is evolving. The boundaries between retail and foodservice are blurring, with stores integrating meal solutions, snacking and services into a single proposition. This hybridisation reflects a broader convergence of consumer needs, where shopping, eating and services are seamlessly combined.

Despite strong momentum, the sector faces challenges. Rising operating costs, pressure on traditional categories and intensifying competition, particularly from discounters moving into neighbourhood locations, are testing profitability. Nevertheless, the direction of travel is clear: proximity retail has become a cornerstone of Europe’s grocery landscape, redefining both convenience and customer expectations.

Organic momentum builds at PLMA as De Bioborrel's Organic Happy Hour brings industry together in Amsterdam

Organic and plant-based products continue to gain momentum across Europe’s private label sector, a trend clearly reflected at PLMA’s World of Private Label International Trade Show, taking place on 19–20 May at the RAI Amsterdam. With around 30% of the exhibition floor dedicated to organic, vegan and plant-based offerings, including dedicated organic pavilions organised by Food From Denmark, Consorzio Il Biologico and the Polish Chamber of Organic Food, the event underscores a broader shift towards more sustainable and health-conscious consumption.

Against this backdrop, De BioBorrel, a Dutch non-profit initiative focused on strengthening connections across the organic value chain, will host its Organic Happy Hour networking event on Tuesday 19 May from 18:30 to 19:30 in the Emerald Lounge at the RAI. Founded in 2017, De BioBorrel brings together stakeholders ranging from farmers and processors to retailers and consumers, with the aim of supporting the transition to a more sustainable food system.

The event will feature a keynote by Paul Holmbeck, a recognised authority in the organic sector and former Director of Organic Denmark. Holmbeck now advises governments, retailers and industry bodies across Europe on strategies to accelerate organic growth.

The networking session, which includes organic refreshments, offers attendees an opportunity to exchange insights and explore the commercial potential of organics in private label. Only a limited number of tickets is available for this event, so if you are interested in hearing more from Paul Holmbeck on organics, and what it could do for your company, make sure to reserve your spot directly from De BioBorrel via this link.

Cost: €15 p.p. including two organic drinks and bites.