Global Trends and Corporate Strategies in Private Label

June 2021

The image of private label products has improved markedly in recent years, as many retailers have diligently worked to ensure that their store brands can compete with name brands not just on price, but also on quality. This briefing looks at the growing importance of private label through the lens of eight specific retailers, all of which have all made their store brands a central pillar of their corporate identities.

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Key Findings

Due to the COVID-19 pandemic, private label is again in the spotlight

In times of financial hardship, consumers often turn to private label goods in order to cut back on spending, a behaviour observed during the economic downturn of 2008-2009. Though the contours of consumer behaviour during the COVID-19 pandemic have been somewhat different, private label sales have again posted substantial gains.

Improved product quality will keep private label sales high

Although private label goods have historically competed primarily on price, the quality of these products is now comparable with name brand analogues in many cases. As a result, a significant share of consumers now purchasing store brands for the first time will continue to use these private label goods.

Retailers are expanding store brand assortments into new categories

Private label goods have traditionally been most visible in home essentials product categories. In recent years, however, many retailers have successfully expanded their private label portfolios into apparel, consumer electronics and other new categories.

Retailers increasingly utilise sustainability and ethical labels to promote their private labels

A growing share of the world’s population is mindful of the impact that their consumption behaviour has on the environment and society. Retailers are successfully utilising sustainability and ethical labels on their private label offerings to signify to this consumer segment that they share these values.

Retailers are rapidly adding organic and plant-based private label packaged food offerings

The use of sustainability and ethical labels is especially visible in the efforts of retailers to add more organic, non-GMO, plant-based and other specialised packaged food products to their private label assortments, as sales of these products are growing rapidly due to the rise of healthy eating and alternative diets.

Sales of private label goods catering to home dining surge, but this trend may be short-lived

Due to COVID-induced lockdowns and social distancing, consumers around the globe are now eating more at home. Sales of private label goods designed to support home dining have skyrocketed, as retailers have rushed to embrace this trend. As the pandemic fades, however, this trend is likely to dissipate gradually.


About this briefing
Companies profiled in this briefing
Key findings

Private Label Trends

Private label products are tightly interwoven into the history of retailing
The visibility of private label has grown over the last 15 years
Trend 1: category expansion
Trend 2: sustainability and ethical labels
Trend 3: home dining

Company Profiles

Coupang Corp: key company facts
Coupang Corp’s private label portfolio
Coupang Corp’s private label strategy in context
Private label brands for Coupang Corp
Jeronimo Martins Polska SA: key company facts
Jeronimo Martins Polska SA ’s private label portfolio
Jeronimo Martins Polska SA’s private label strategy in context
Private label brands for Jeronimo Martins Polska SA
Kaufland Warenhandel GmbH & Co KG: key company facts
Kaufland Warenhandel GmbH & Co KG‘s private label portfolio
Kaufland Warenhandel GmbH & Co KG’s private label strategy in context
Private label brands for Kaufland Warenhandel GmbH & Co KG
Loblaw Cos Ltd: key company facts
Loblaw Cos Ltd’s private label portfolio
Loblaw Cos Ltd’s private label strategy in context
Private label brands for Loblaw Cos Ltd
Magnit PAO: key company facts
Magnit PAO’s private label portfolio
Magnit PAO’s private label strategy in context
Private label brands for Magnit PAO
Mercadona SA: key company facts
Mercadona SA’s private label portfolio
Mercadona SA’s private label strategy in context
Private label brands for Mercadona SA
Miniso Industries Co Ltd: key company facts
Miniso Industries Co Ltd’s private label portfolio
Miniso Industries Co Ltd’s private label strategy in context
Private label brands for Miniso Industries Co Ltd
Target Corp: key company facts
Target Corp’s private label portfolio
Target Corp’s private label strategy in context
Private label brands for Target Corp

Looking Ahead

The outlook for private label
Private label lessons for retailers
Private label lessons for manufacturers


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