Private label brands in Europe are entering a new stage of growth. According to PLMA and NielsenIQ, private label sales across 17 monitored European markets reached €387 billion in 2025, giving retailer brands a 38.8% share of the grocery market. They also grew faster than both the total market and manufacturer brands. The same direction is visible in Good Food Products’ Trend Report Private Label in Europe 2026: retailers are no longer building only “cheaper alternatives”, but strategic portfolios based on quality, functionality, transparency and shopper needs.
Value without compromise
European shoppers still care about price, but the decision is no longer driven by price alone. The winning concept is smart value: good quality, clear ingredients, convenient formats and trust in the retailer. NIQ reports that 68% of consumers see private label as a good alternative to national brands, while 69% perceive it as good value for money.
Health, protein and free-from as category language
Retailer brands are moving strongly into high protein, gluten-free, clean label, organic, high fibre and low salt products. These are no longer niche claims. They are becoming tools for building category relevance and answering specific consumer needs: a better snack, a product for kids, a quick meal or an everyday choice with a stronger health perception.
Packaging becomes a brand asset
Modern private label packaging is increasingly brand-like. It uses storytelling, fresh design, playful visual codes and clear front-of-pack benefits. This is critical in impulse categories, where the purchase decision happens quickly. Good packaging does more than attract attention: it explains what the product is, who it is for and why it deserves a place in the basket.
Transparency and sustainability build trust
The next layer of private label growth will be built on transparency: ingredients, sourcing, certifications, responsible supply chains and more sustainable packaging. PLMA notes that retailers are investing in innovation, quality and sustainability to strengthen the value proposition of their own brands and build consumer trust.
What does it mean for the snack category?
Private label in Europe will win where three elements meet: attractive price, credible quality and a clear answer to a consumer trend. For rice cakes, corn cakes and better-for-you snacks, this means more functional products, convenient formats, stronger claims and packaging that works both on shelf and in search — including AI-powered search engines.
