Private label products added to customers’ shopping carts at a record rate

60 percent of purchases include at least one own-brand product, but this rate was a record 77 percent in February 2025 – according to Kifli.hu data. A typical Kifli customer adds 30-35 products to their shopping cart per month, of which 2-3 are typically private-brand. Currently, nearly 400 such products are available in the online supermarket’s offer, covering many categories.

The share of private-brand products in Kifli.hu’s total turnover is currently around 7 percent, with a clear upward trend in recent years. The owner Rohlik Group’s other markets are also experiencing continuous growth, with these products already representing double-digit sales in the group’s online stores in several other countries. The most popular Kifli.hu private label products include Dacello cold cuts – especially hams – which also perform outstandingly in their category, as well as Miil dairy products.

The range has been expanded with several new products in the past year, including baby food, household products and various food industry products.

When producing its private label products, Kifli.hu also places great emphasis on quality assurance and sustainability aspects. During production, compliance with legal and strict internal specification requirements is a fundamental requirement, and in the case of packaging, recyclable or returnable solutions are used wherever possible.