Private label reached record market shares across Europe last year as retailers relied more than ever on their own brands to offer value to shoppers coping with the great recession, according to Nielsen data prepared exclusively for PLMA's 2010 International Private Label Yearbook.
For the first time, private label accounts for at least 40% of all products sold in a total of five countries. Overall, private label gained in 14 of the 20 countries tracked by Nielsen and currently represents one of every five products in all but two of the countries.
The gains came in the western national markets such as France, Germany, Spain, The Netherlands and Belgium, but were especially strong in emerging retail markets such as Poland, Hungary, Slovakia and Turkey. This growth is creating a solid foundation for more growth as retailing matures in these countries.
Switzerland remains the overall leader with a 53% market share, followed by the U.K. at 47%. Market share climbed to over 40% for the first time in Spain and Slovakia. Germany remained over the 40% market share, while Australia s poised to reach that level soon.
The biggest share gains were in Spain and Turkey. In Central and Eastern European countries, private label climber as western retailers opened more stores. Slovakia led the way, followed by the Czech Republic, Hungary, and Poland.
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