Private labels: On a growth path during the pandemic too

Demand for private label (PL) products didn’t decrease during the pandemic: NielsenIQ reported that more than a quarter of shoppers had said they purchase more PL products than before (and only 10 percent of them buy less). Shoppers also have a better opinion about the quality of PL products than before.

Guest author:
Gergely Kovács
client service manager
NielsenIQ

At annual level (audited until June 2021) the market share of private label FMCG products was 29.5 percent, which was 1 percentage point bigger than one year earlier. While the total FMCG market expanded by 6 percent, PL products’ share grew by 10 percent.

From the different retail channels, PL product sales increased in hypermarkets and large floor space supermarkets, plus in Hungarian-owned retail chains. Two thirds of value sales by discounters are realised by PL products. From the top 5 food categories, PLs share is above the average in processed meat and cheese sales; among non-food products PL paper products have a share above the average. //