Following years of high food and drink inflation, German grocery shoppers remain highly price sensitive. 87% of grocery shoppers compare prices between own-label and branded products, and 60% of grocery shoppers would buy PL groceries over branded ones if they were cheaper. Despite growing financial confidence in 2024 and inflation levels levelling off, PL maintained its strong consumer reach: 91% of Germans buy PL food and non-alcoholic drinks, with value PL leading ahead of standard or premium purchases.
Still, shoppers are less likely to cut back on premium private label and branded products in 2024 compared to 2022, showing first indications of grocery shoppers seeking upgrades in their purchases. Following a drop in PL and premium PL innovation during the onset of the cost-of-living crisis, innovation stagnated in 2024. To maintain such broad appeal among German shoppers, PL will have to push beyond affordability and utilise innovation to stand out via health-centric claims or unique flavour appeal.
With premium private labels showing strong growth among financially healthy Germans, growing financial confidence will likely open further doors. Local production labels will speak to demand for quality, while convenience features equally justify premium prices.
Private labels enjoy loyal followings due to current price pressure. Look to strengthen their position by fuelling healthier choices and offering premium appeal at different price points.
Charlotte Sander, Research Analyst
Products covered in this Report
This Report focuses on private label food and non-alcoholic drinks.
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