Retailer Corporate Strategies in Private Label

June 2022

Although the current inflationary environment poses many challenges to retailers, it also provides a unique opportunity for retailers to attract new customers to their private label lines and drive sales growth of their private label products. This briefing looks at the growing importance of private label through the lens of eight specific retailers, all of which have made their store brands a central pillar of their corporate identities.

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Key Findings

High inflation will inevitably lead to sales gain for private label goods

With high inflation taking a toll on the finances of consumers around the globe, many individuals are already turning to the traditional refuge of private label goods due to their competitive price positioning against name brand products. This is good news for retailers with robust private label offerings.

Retailers are expanding their private label assortments into new product categories

Historically, private label goods have been most prevalent in product categories in the grocery and household essentials space. Yet, today, many retailers are successfully expanding their private label assortments into relatively novel categories, such as apparel, consumer electronics, and even appliances.

More retailers are starting to offer multiple private label lines within product categories

A growing number of retailers are embracing a strategy of offering multiple private label lines within the same product category in order to attract different types of shoppers to their store brands. Retailers may attempt this by providing different store brands at different price points or by offering store brands that each feature their own unique product attributes.

Retailers are actively adding new “premium” products to their private label portfolios

Many retailers are also taking steps to expand their assortments of “premium” private label goods. These are products that can be viewed as high-quality competitors to name brands. This allows retailers to market their premium store brands goods to a more affluent demographic of consumer that might otherwise be reluctant to purchase private label products.

Retailers should strive to maintain the quality of their store brands

Due to high inflation, retailers have a genuine opportunity to drive sales growth of their store brands. However, it is important for retailers to recognise that while a relatively low price point might be the most important factor driving growth in private label sales today, it is the marriage of value and quality that will keep consumers coming back.



Companies profiled in this briefing
Key findings

Global Trends in Private Label

The visibility of private label goods has risen substantially over the preceding decades
Contrary to expectations, the pandemic led to decline in private label's market share
In 2022, high inflation presents a unique opportunity for private label
Today, three important trends are having an outsized impact on the private label space
Trend #1: Retailers embrace private label category expansion to drive sales growth
Trend #2: Retailers are adopting multi-brand private label strategies to attract new customers
Trend #3: Premiumisation allows retailers to earn higher profits from their private label lines

Strategies of Leading Retailers

Aldi Group: Key company facts
Aldi’s private label portfolio
Aldi’s private label strategy in context
Cencosud SA: Key company facts
Cencosud’s private label portfolio
Cencosud’s private label strategy in context
Costco Wholesale Corp: Key company facts
Costco’s private label portfolio
Costco’s private label strategy in context
Distribuidora Internacional de Alimentación (Dia) SA: Key company facts
Dia’s private label portfolio
Dia’s private label strategy in context
Dollar General Corp: Key company facts
Dollar General’s private label portfolio
Dollar General’s private label strategy in context
FamilyMart Co Ltd: Key company facts
FamilyMart’s private label portfolio
FamilyMart’s private label strategy in context Inc: Key company facts’s private label portfolio’s private label strategy in context
VIVA Enterprise Holdings Ltd: Key company facts
VIVA’s private label portfolio
VIVA’s private label strategy in context

Key Takeaways

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


Appendix - Private label brands for Aldi
Appendix - Private label brands for Cencosud
Appendix - Private Label Brands for Costco
Appendix - Private Label Brands for Dia
Appendix - Private label brands for Dollar General
Appendix - Private label brands for FamilyMart
Appendix - Private label brands for
Appendix - Private label brands for VIVA
About Euromonitor’s Syndicated Channels Research


Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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