Private Label Across Europe: 2024 Figures Show Another Successful Year
Europe's private labels: a growing force in retail
What food means to Generation Alpha

Family mealtimes are losing significance for Generation Alpha (born 2010–2025). According to a recent study by Cologne-based research institute Innersense, food for this age group is less about shared rituals and more about self-expression, experimentation, and self-optimisation.

Children increasingly eat alone or with friends, often preferring snacks or home-baked treats to traditional meals. While parents still provide guidance and healthy options, they aim to minimise conflict and grant independence, frequently relying on influencers, brands, and digital tools as modern parenting aids.

The study identifies six key motives shaping Gen Alpha’s approach to food:

  • Self-care over bonding – Food provides comfort and autonomy, though branded treats still symbolise closeness.
  • Fluid routines – Mealtimes adapt to varied schedules and family structures, with familiar brands offering stability.
  • Identity building – Cooking and baking, inspired by digital platforms, allow creative self-expression.
  • Self-optimisation – Nutrition is seen as a tool for managing performance, with protein-rich and low-calorie choices gaining ground.
  • Influence and advocacy – Children often drive healthy habits, armed with arguments from social media.
  • Customisation – Products tailored to moods and identities resonate strongly.

Ultimately, food has become a platform for orientation, control, and belonging. While Gen Alpha is heavily influenced by parents, their habits reveal a generation growing up individualised, digitally shaped, and conscious of health and sustainability. Brands that recognise these values can strengthen trust and engagement.

Rampoldt, CEO of Lidl US, to Keynote PLMA's 2025 Chicago Trade Show

Joel Rampoldt, CEO of Lidl US, a discounter well-known for its focus on private label, minimalist layout and curated product selection that emphasizes essentials and popular items that contribute to budget-friendly shopping, will deliver the keynote speech at PLMA's 2025 Private Label Trade Show, on 16-18 November in Chicago. 

A business leader with an exceptional track record in large-scale retail transformations, Rampoldt has widely recognized expertise in building teams and helping them tackle complex problems in customer offer, marketing, supply chain and financial management.

“I’m honoured to get the chance to speak to our suppliers at this year’s PLMA Trade Show,” said Rampoldt. “Here at Lidl US, we value our relationships with our suppliers tremendously and we’re excited to grow with them as we expand in the US.” In his keynote, he will share insights into the retailer mindset and how the US private label industry can come together to make the most of this historic moment.

Rampoldt joined Lidl US as CEO in 2023. He was previously a Partner and Managing Director at AlixPartners, where he specialized in improving sales and profitability for retail clients through strategies focused on pricing, promotions, and operational efficiency. 

"We are extremely pleased to welcome Joel as our keynote speaker. He is an accomplished and influential retail industry executive who leads a chain that is clearly a growing force in the US market, much as it is in Europe," said PLMA President Peggy Davies.

Rampoldt follows other retail chiefs who have served as principal speaker at recent PLMA events, including Jack Sinclair, CEO, Sprouts Farmers Market; Dave Rinaldo, President at ALDI; and John Ross, President and CEO, IGA.

Lidl US, established in 2015, is headquartered in Arlington, VA., and operates more than 190 stores on the East Coast of the US. About 80% of its award-winning products are private label, all of which undergo rigorous taste, quality and sensory testing.

Rampoldt will speak at the keynote breakfast on Monday, November 17, at the Hyatt Regency O'Hare, which is adjacent to the Donald E. Stephens Convention Center, site of PLMA’s Show. Themed "Store Brands Marketplace," the event will feature some 35,000 food and nonfood products, 3,100 booths, and 2,000 exhibitors representing 65 countries.

To visit the Chicago trade show, click here.

PLMA Summit, Copenhagen, 28-29 October

As private labels continue to gain market share across Europe and beyond, this year’s PLMA Annual Private Label Summit will focus on one crucial question: What does today’s consumer want — and how can private brands deliver? The Summit will take place in Copenhagen from 28-29 October.

Kantar will keynote on how companies are using AI and customer data to anticipate trends, protect margins, and engage consumers in a fast-changing retail environment.

Institut for Kundetyper will offer a unique perspective on emotional drivers in consumer behaviour using academic tools to map unconscious purchasing habits, helping brands align with the latent desires of their audience.

Dunnhumby, the customer data science firm behind Tesco’s loyalty strategy, will present real-world case studies on how private brands are boosting customer engagement and resilience in uncertain economic times.

Simon-Kucher & Partners will address the shift from operational to commercial excellence, with insights into how pricing strategy, perceived value, and customer understanding can drive growth in private labels.

United Nordic, the Nordic region’s leading buying alliance, will demonstrate the benefits of a cross-border private label strategy, showing how cooperation can streamline operations and sustainability efforts.

Agristo, a 100% private label supplier, will share their success story, revealing how a company-wide, consumer-first mindset furthers innovation and builds long-term partnerships with retailers.

The Summit begins on the 28th with a market presentation by Euromonitor, highlighting trends and opportunities in the Scandinavian retail landscape, followed by in-store visits to leading Danish supermarkets and discounters offering real-life inspiration and strategic context for private label professionals.

For detailed information and registration, click here.

IGD reveals its global private label trends

In its latest report IGD asserts private label has evolved beyond just offering shoppers value. Ranges are now key, strategic levers enabling retailers to drive innovation, enable collaborations, and deliver sustainable solutions to help them stand out.

Highlights:

  • Globally, private label accounts for 45.7% of total grocery volume and is growing twice as fast as brands (1.4% vs 0.7%).
  • Europe will lead the way for private label globally in 2025, followed by North America,
  • which will be the fastest growing region.
  • In some European markets, private label value share has dropped year-on-year as brands fight back with promotions.
  • Sub-brands continue to emerge, echoing last year’s momentum, as health and sustainability trends shape innovation.
  • Private label continues to lead by swiftly adapting to trends. Collaboration helps to deliver distinctive, consumer-driven product innovations quickly.
EU: Share of consumer spending on retail declines

The share of private consumption allocated to retail – rather than savings, services, or leisure – continues to decline across the European Union. In 2024, this trend persisted for the third consecutive year, with EU citizens spending just 32.6 percent of their disposable income in retail. Croatia recorded the highest share, with nearly every second euro spent in retail. These insights come from a study by NIQ Geomarketing, offering a comprehensive overview of retail trends across Europe.

Although purchasing power and retail turnover are rising in Europe, the proportion of consumer spending directed toward retail has been steadily declining for the past three years. In 2024, retail accounted for just 32.6 percent of total private consumption, underscoring this ongoing trend. However, regional differences remain significant. Consumers in Eastern European countries, in particular, allocate a considerably larger share of their purchasing power to retail.

Chinese giant Temu ventures into food

Low-cost online platform Temu started selling food in Germany. Until now, Temu is known in Europe for ultra-low prices, aggressive marketing, and wide variety of affordable goods from Asia across categories like clothing and electronics. The platform's rapid growth and high user engagement are fueled by frequent flash sales, social media campaigns, and a focus on fast delivery. 

The rapid rise of the company has also attracted regulatory scrutiny in Europe regarding consumer protection. This summer, the EU Commission preliminarily found Temu in breach of the obligation under the Digital Services Act to properly assess the risks of illegal products being disseminated on its marketplace. Other suspected breaches like potential addictive design features, the transparency of its recommendation systems, and its access to data for researchers will continue to be investigated.

Now, the company wants to become a food provider, with goods from Europe for Europe. It is specifically targeting the European food retail trade – with snacks, confectionery, shelf stable meat products, and beverages. Since Food is one of the most frequently purchased consumer goods, it wants a piece of that pie. With higher purchase frequencies it hopes to create greater customer loyalty. Instead of storing goods itself, Temu brokers offers from European retailers and producers. The company labels suppliers based in Europe with the term "local." With European – local – partners, it wants to avoid import duties – also in view of the impending end of the €150 tariff threshold.

Big increase in cross-border retail alliances

International retail alliances saw significant movement in the past few months. With inflation putting pressure on margins and price competition growing fiercer, more retailers are joining forces with others to gain scale and negotiate better terms with suppliers.

EMD counts 13 members, with 56,000 stores across 16 countries. The alliance focuses on sourcing private label products and on negotiating on-top conditions with major brand manufacturers. Some long-time members include Markant, Colruyt, and Superunie, but there have been recent changes. Kaufland left the group about a year ago, while Germany’s purchasing organisation Retail Trade Group, RTG, joined. Since then, the French alliance Francap signed on, followed by Denmark’s Dagrofa. Most recently, three Polish retailers — Eurocash, Chorten and Netto — announced plans to join, and Sweden’s Axfood and Finnish S Group are expected to come on board next year.

Adding new dynamics to the market, Vasco International Trading was launched this spring by Superunie, Coop Switzerland and Colruyt. Vasco is built specifically to negotiate "on-top" purchasing conditions agreements with major groups.

The Concordis alliance was announced this summer by Carrefour and Cooperative U, it welcomed Germany’s purchasing organisation Retail Trade Group, RTG, a month later. The alliance will start in 2026, with the mission of improving the conditions negotiated with multinational suppliers of national brands.

These changes, in the past few months alone, show how dynamic and complex the world of retail alliances has become. Notably absent from this shuffling are Aldi and Lidl, who by virtue of their massive international scale and consistent expansion can rely entirely on their own buying power without joining any alliance.

Could hybrid meat be the future?

Hybrid meat, also called blended meat, is traditional beef combined with plant-based proteins. These products seem to be gaining in popularity, although they are not new. The first such products appeared in the supermarket more than five years ago, as several chains launched new ranges. But the products were pulled shortly after launch.

Today’s consumer, however, may be more inclined to try these products again, as people are increasingly pursuing protein-rich meals and becoming more focused on personal health and wellbeing, as well as the environment.

Lidl just launched a range of hybrid burgers in Belgium. The burgers, made with 60% beef and 40% plant protein, quickly became very popular: three months after their introduction, one in four burgers sold is a hybrid. Lidl also offers hybrid minced meat, which makes up a third of its mince sales. The retailer wants to offer customers more sustainable and healthier options without sacrificing flavour. By replacing 40% of the meat with vegetable proteins, the CO₂ emissions of this product are reduced by as much as 40%. Water and land use are also significantly reduced. And yet, the taste and appearance of the meat remain the same.

Aldi Nord has introduced hybrid burgers in The Netherlands. They are clearly labelled as a product blending animal and plant proteins. The company has set the target of reaching 50% of all protein sales from plant-based foods by the end of this year, and 60% by 2030. 

Albert Heijn has set itself the same target of obtaining 60% of the proteins sold to be vegetable by 2030. It expanded its range of hybrid products this summer. The meat products include grilled sausage, cooked sausage, luncheon meat and roasted minced meat. As a first it also launched hybrid dairy products, combining cow milk with plant proteins. The plant proteins stem from sugar beet, celeriac, kohlrabi, and butter beans. Hybrid yoghurts are in the make.

According to market intelligence company Future Market Insights, the global blended meat market is growing rapidly thanks to a demand surge from consumers looking for healthier, eco-friendly meat choices. The market value this year is projected to reach € 9.7 billion, with a predicted CAGR of 8% between 2025 and 2035. Rather than replacing meat and dairy or plant-based meat and dairy altogether, hybrid meat and dairy is more likely join them as a third category.