Private Label Across Europe: 2024 Figures Show Another Successful Year
Europe's private labels: a growing force in retail
LUNCH & LEARN WEBINAR, 26 NOVEMBER

PLMA’s online Lunch & Learn programme is designed for private label manufacturers, retailers and wholesalers who want to expand their knowledge of the private label business. PLMA organises several sessions a year, each focusing on emerging industry topics and trends.

The next session is "The rise of Private Label: How retailers are redefining value and innovation," to be held Wednesday 26 November from 12:30 to 13:30 CET with Sneha Haria and Stephanie Leung of IGD.

Harian and Leung will share insights into its recently published trends 2025. It explores the current global private label landscape, answering key questions around its importance, areas of growth and decline, and the macro forces shaping its future. It highlights both short-term global trends and their regional visibility, while uncovering the opportunities and challenges they create for retailers and suppliers. Set against the wider retail environment, the insights are designed to help businesses navigate change and unlock new potential in private label.

Participation in PLMA's Lunch & Learn Speaker Series is free for PLMA members, retailers and wholesalers. To request a registration link, click here.

Discover What’s Next for Private Label at PLMA's Private Label Summit Copenhagen | 28–29 October

Private labels are no longer the alternative — they’re the growth engine of modern retail. As private brands continue to capture market share across Europe and beyond, the PLMA Annual Private Label Summit will bring together FMCG leaders, manufacturers, and retailers to tackle the question shaping the future of our industry:

What does today’s consumer really want — and how can private brands deliver?

Taking place in Copenhagen on 28–29 October, this year’s Summit promises two days of insight, innovation, and inspiration designed to help you stay ahead in an increasingly competitive marketplace.

What to Expect

Kantar: Accelerating agility: Winning the heart of the ever-changing customer

Learn how leading companies are using AI and customer data to anticipate emerging trends, protect margins, and strengthen shopper engagement in a rapidly evolving retail landscape.

Institut for Kundetyper: Understanding the Emotional Consumer

Gain a deeper understanding of emotional drivers and unconscious purchasing behaviour. This academic yet practical session will reveal how brands can connect with consumers’ underlying motivations and build lasting loyalty.

Dunnhumby: Lessons from Tesco’s Loyalty Experts

Discover real-world case studies from the customer data science pioneers behind Tesco’s loyalty strategy. See how private brands are leveraging insight-led strategies to boost engagement and resilience in challenging economic conditions.

Simon-Kucher: Changing dynamics of consumer behaviour that drives the development of Private Label share

Explore how a shift from operational to commercial excellence—through pricing strategy, perceived value, and consumer understanding—can fuel private label growth and profitability.

United Nordic: The Power of Cross-Border Collaboration

Learn from the Nordic region’s leading buying alliance on how a collaborative private label strategy can streamline operations, enhance sustainability, and open up new market opportunities across borders.

Agristo: Innovation Through a Consumer-First Mindset

Hear the success story of Agristo, a 100% private label supplier, and how its company-wide, consumer-centric approach has driven innovation and forged long-term retailer partnerships.

See Private Label Innovation in Action

The Summit opens on 28 October with a market presentation by Euromonitor, showcasing the latest retail trends and opportunities across Scandinavia. Delegates will also take part in exclusive store visits to Denmark’s leading supermarkets and discounters — offering firsthand insight into what’s driving private label success on the ground.

Join Europe’s Private Label Leaders

Don’t miss this opportunity to connect with senior retailers, manufacturers, and thought leaders shaping the future of private brands.

Spaces are limited — secure your place today and be part of the conversation that’s defining the next era of FMCG growth.

Request a registration link here.

Circana suggests now is the time to be brave and innovate

Circana’s report “Europe’s Innovation Pacesetters 2025” analyses over 75,000 new product launches and product innovations in 2024, covering food and beverages, household, personal care, baby and pet products. Point of sale data were used from 6 EU countries: France, Germany, Italy, the Netherlands, Spain and the UK.

Key findings are:

  • The Covid Effect: Five years on, the aftershocks of the pandemic are dramatically re-shaping the innovation landscape. In 2024, the number of innovations declined by 20% in comparison with 2023. NPD has fallen since the pandemic, with between 15% and 17% fewer launches each year.

  • Inflationary impact shows a mixed picture with sales down in most countries but pockets of positivity. In 2024, around 62% of new product launches struggled to deliver sales over €100,000 per SKU, compared to an average of 80% in previous years. The UK and the Netherlands saw the highest inflation of the EU6 in 2024 and therefore bearing the brunt of innovation declines in terms of value sales. 

Three main trends emerge from Circana’s analysis:

  1. Smaller manufacturers have been highly innovative, and their launches are very effective in terms of driving sales
  2. The reinvention of older, heritage brands is significant
  3. Private label products fill the innovation gaps in the market
IGD: Traditional physical stores are here to stay

“The hyper-connected store” report from IGD reveals that physical retail is being reinvented, not replaced. Despite widespread predictions of decline, traditional formats — supermarkets, discounters and convenience stores — are expected to retain 94% of global grocery market share by 2029, generating around €8.9 trillion in sales. Crucially, physical stores are forecast to add a further €1.6 trillion between 2024 and 2029 — proof that bricks-and-mortar retail remains essential, provided it embraces transformation.

The “hyper-connected store” puts technology at the heart of retail evolution. Advances in automation, AI, computer vision and robotics are already improving efficiency, reducing labour costs and elevating the shopper experience. IGD identifies three interlinked “power zones” for success: enhanced shopper experiences, empowered store teams and improved operations. Together, they form a digital flywheel that drives profitability, productivity and loyalty.

For suppliers, connected stores promise real-time data on demand, inventory and promotional performance — enabling faster activations, reduced waste and stronger brand execution. Shoppers gain from accurate pricing, product visibility, easier navigation and smoother checkouts. Meanwhile, retailers benefit from unified commerce, linking stores, ecommerce, loyalty, and data platforms into one seamless ecosystem.

Says IGD, omnichannel shoppers spend two to four times more than single-channel customers — reinforcing the importance of integration.

The report closes with a call to leadership: appoint a store digitalisation lead, redesign stores around profitability, unify data, and upskill managers in digital fluency. For Europe’s private label sector, the message is clear — collaboration, data sharing and innovation will determine who wins in the era of the hyper-connected store.

Lidl launches its first Europe-wide brand campaign; redefines 'value'

Lidl has unveiled its first continent-wide brand campaign, “Lidl. More to Value”, across all 31 European markets. The initiative redefines what “value” means for the discount retailer. Rather than focusing solely on low prices, Lidl highlights the broader values that resonate with modern consumers—quality, freshness, sustainability, and fairness. The campaign underscores Lidl’s commitment to responsible sourcing, employee growth, and supporting communities, while continuing to deliver affordability.

By unifying its message across Europe, Lidl aims to strengthen its emotional connection with customers and align its image with evolving consumer expectations. The retailer positions itself not just as a place to save money, but as a brand that shares its shoppers’ principles and everyday experiences. This marks a strategic shift for Lidl as it seeks to balance its reputation as a price leader with a growing emphasis on authenticity, purpose, and long-term customer trust.

German drugstores expanding their food offerings; sales up nearly 14%

Germany’s major drugstore chains, including dm and Rossmann, are becoming increasingly influential players in the grocery and near-food sectors. Their rapid growth in these categories is outpacing traditional retail channels.

For drugstore retailers, diversification is proving crucial. While demand for traditional categories like detergents and cleaning products has plateaued, gains in food, health and nutrition are more than compensating. 

Food now accounts for around 17 per cent of total drugstore revenue, with sales up 13.8 per cent year-on-year. Organic products are a key growth engine. The drugstores’ strong organic private label ranges seem to attract consumers that previously bought at specialty retailers.

Market researchers highlight consumers’ increasing trust in drugstores’ food expertise, with store visits up 6 per cent over the past year. Suppliers are also reporting heightened demand, particularly for innovative, health-oriented products.

With these positive developments, dm and Rossmann are expected to expand further into grocery, OTC health and fitness nutrition – creating new opportunities for private label producers across Europe.

Products aim to support digestive health among older Europeans

As Europe’s population ages, supporting digestive health in older consumers is becoming a focus for product innovation. Gut health is now recognised as central to overall wellbeing – influencing immunity, nutrient absorption and even mood. However, age-related changes to the microbiome mean older adults often have fewer beneficial bacteria and more harmful ones, raising the risk of inflammation and chronic disease.

For food manufacturers and retailers, this creates an opportunity to respond through formulation and positioning. Fibre and polyphenols are especially important. Fibre from beans, oats, wholegrains, and fruits like berries and bananas helps regulate digestion and nourish beneficial microbes. Polyphenols – found in cocoa, berries, nuts, olives and even red wine – offer anti-inflammatory and antibacterial benefits, while supporting cognitive health.

These ingredients are gaining traction with consumers. High-fibre and gut-friendly product claims are increasing across Europe, while social media trends such as “fibremaxxing” are driving wider awareness.

Positioning products around microbiome support and digestive wellness can help capture loyalty in one of Europe’s fastest-growing and most health-conscious demographics.

Gen Z favours wellness, savoury sophistication, authentic origins in spirits

Gen Z is reshaping the spirits and liqueurs market, favouring mindful drinking and meaningful experiences over excess. According to Mintel’s The Future of Spirits & Liqueurs report, this generation is not rejecting alcohol outright, but approaching it with new intent — valuing balance, flavour and function.

Young consumers are “zebra striping” their drinking, alternating between alcoholic and non-alcoholic options, and embracing “slow sipping” to savour quality over quantity. Health consciousness is central: Gen Z prefers low-sugar, additive-free and gut-friendly drinks that work with their bodies. Fermented, botanical and fibre-rich ingredients – such as liquorice root, prickly pear and coconut water – are emerging as functional inclusions that enhance wellbeing rather than detract from it.

Flavour trends also signal a maturing palate. Overly sweet drinks are being left behind in favour of savoury, smoky and spiced profiles. Umami-rich ingredients like sesame, nori and balsamic vinegar are gaining traction, offering depth and culinary appeal that align with Gen Z’s desire for sophistication and sensory experience.

Authenticity is another defining battleground. Gen Z seeks spirits with clear provenance, cultural integrity and ethical production – rejecting celebrity-backed “hype” brands that commodify tradition. Global influences such as Japanese shochu, Mexican sotol and small-batch European whiskeys are finding favour for their craftsmanship and storytelling.

For manufacturers and retailers, the opportunity lies in creating premium yet purposeful ranges: clean-label spirits with functional benefits, complex savoury notes and genuine heritage. The next generation of drinkers expects transparency, texture and taste – in equal measure.