Private label food has a growing presence in the US, Europe and China, and is steadily increasing its market share in Japan too. Private labels have evolved from their previous budget-friendly focus as a growing number of products offer a premium feel or high functionality as added values.
In Japan, younger consumers and women are showing a tendency to see private labels in a positive light, so it’s important that even private labels consider digital initiatives that leverage advertising and social networking services. On the other hand, the stereotype of private label products as poor quality remains strongly rooted among senior and affluent consumer groups, and their trust in national brands influences purchasing behaviour.
Private labels work as a reflection of the quality of their retailer, and are deeply tied to the retailer’s overall brand and customer relationships.
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Executive summary
- Key points covered in this Report
- Overview
- Scope and definitions used in this Report
- Global market overview
- Global growth for private label market with inflation and changing consumer attitudes
- Graph 1: frequency of store brand food/drink purchases compared to a year ago, 2025
- Private label claims expand from low prices to high quality and high functionality
- Overview of the Japanese market and consumers
- Japan also sees a jump in premium private labels
- Graph 2: premium and economy claims in private label product launches, 2020-24
- Distrust of private label product quality remains deep rooted among seniors
- Graph 3: perceptions of private label/national brand food – trustworthy, by generation, 2025
- Young women shop smart with private labels
- Graph 4: women’s private label food purchase channels, by generation, 2025
- Opportunities in the Japanese market
- Private label food for senior consumers
- Private labels’ unique opportunity to leverage technology and build brands
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Global market overview
- Private label market size and growth potential
- Private label market share nears 40% in major markets as European expansion continues
- Steady progress for private labels in the US
- Graph 5: private label share of multi-outlet food and drink sales, 2019-24
- Consumer support for private labels goes a step up
- Graph 6: changes to buying value own-label food and non-alcoholic drink products in the last three months, 2025
- Graph 7: frequency of store brand food/drink purchases compared to a year ago, 2025
- Marked growth of private label products in China
- Graph 8: share of private label products within total food and drink product launches, 2020-24
- Private labels penetrate categories beyond the reach of national brands’ oligopoly
- Graph 9: new food and drink product branding breakdown, by category, 2020-24
- Macro factors influencing private label market (PEST analysis)
- Value for money mindset and new values drive private label demand
- Food is the sector where Americans are most concerned about tariff impacts
- Graph 10: categories that rank top three for consumers’ concern about the impact of potential tariffs, 2025
- Private labels increase presence amid food inflation
- Graph 11: Rate of inflation, 2023-25
- Graph 12: Rate of inflation (food), 2023-25
- Private labels are beginning to offer more than just competitive prices
- Retailers utilise AI and data to drive private label evolution
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Global trends
- Three types of private label
- Value private labels
- Price is still the primary motivator for shopping with private labels
- Graph 13: reasons for purchasing store brand food/drink products more often than a year ago, by generation, 2025
- Private labels become a smart choice for all
- Graph 14: preference for store brands or no brand preference, by category and financial situation, 2025
- Private labels become a smart choice for all
- Graph 15: select reason for purchasing store brand food/drink products more often than a year ago, by financial situation, 2025
- Value private labels emphasise their value proposition through minimalist designs
- Demand increased for value private labels in Germany
- Graph 16: types of food and non-alcoholic drink products purchased in the last 3 months, 2018-24
- Third-party certifications showcase value private label quality
- Graph 17: ‘most own-label products are just as tasty as branded ones’ % agree, 2024
- Private label food is supersizing
- Graph 18: share of total private label food products with unit pack size greater than 1,000g, 2020-25
- Supersize value packs offer a sense of a bargain for parents
- Private labels may be able to balance sustainability and value for money
- Premium private labels
- Premium private labels expand their market share in Europe
- Graph 19: positioning of private label food and drink product launches, 2020-25
- Price points within reach of the younger consumers supporting premium private labels
- Graph 20: ‘I would consider buying a premium own-label version of a product that is more expensive than a branded version’, by generation, 2024
- Tiered private labels cater to consumers’ appetite for premium options
- Premium private labels add value to overall store brand and become a differentiating factor
- High value store brand boosts reputation of its premium private label
- Blurring the boundaries between food, fashion and lifestyle
- High trust in private label quality and safety in China
- Functional private labels
- Private labels’ flexibility and potential allows them to meet specific needs
- Drugstore’s health-focused private label revamp
- Senior market remains an untapped growth area for private labels
- Graph 21: purchase of value own-label food and non-alcoholic drink products in the last 3 months, by generation, 2024
- Graph 22: ways that consumers save money on food and drink, by age, 2023
- Functional private label for seniors breaks away from original low pricing route
- Gradual increase in private labels catering to active seniors
- Higher quality and trust in private labels make kid and pet private labels more common
- Graph 23: leading brands’ value sales in the dog food market, 2021-24
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Japanese market overview
- Japan’s private label ratio may be lower than the US and Europe, but it’s growing
- Graph 24: private label share of food and drink product launches, 2020-24
- Delivering a real bargain with a private label using added value that goes beyond price
- Surprisingly low prices redefine private brand as ‘people’s brand’
- Perceptions of private labels = cheap are fading in Japan, as in the US and Europe
- Graph 25: positioning of private label food and drink product launches, 2020-24
- BIO-RAL’s rise shows the synergistic effect between premium private labels and stores
- Premium private labels have become a key differentiating factor for small supermarkets
- Premium private labels also use ads
- Topvalu leads the way for functional private labels
- CO-OP’s functional private label for kids
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Japanese consumer insights
- Three consumer insights
- Seniors have a deeply rooted stereotype of private labels as cheap with questionable quality
- Over 30% of consumers prefer private labels across many food categories
- Graph 26: private label food and beverages purchase in the last six months*, 2025
- Less well-off consumers aren’t the only people actively buying private label products
- Graph 27: private label purchase experience in the last six months, by financial situation, 2025*
- Private label purchases are influenced more by generation than financial situation
- Graph 28: private label purchase experience in the last six months, by generation, 2025
- Generational gap in preference for private labels
- Graph 29: monthly spending power, by generation, 2025
- Seniors don’t usually choose private label products, but are very aware of their competitive pricing
- Graph 30: perceptions of private label/national brand food – affordable price, by generation, 2025
- Seniors’ trust in national brands
- Graph 31: perceptions of private label/national brand food – trustworthy, by generation, 2025
- Seniors strongly prefer big manufacturers and domestic production
- Graph 32: purchase priorities when buying food and drink products (net top 5), by generation, 2025
- Few seniors plan to spend more on food right now
- Graph 33: spending outlook for food and drink at home, by generation, 2025
- Senior women focus on brand name but also appreciate local production for local consumption
- Graph 34: women’s drivers behind private label food and drink purchase, by generation, 2025*
- Younger women skillfully leverage the value for money and practicality of private labels
- Among younger consumers, Millennial and Generation Z women have particularly strong preference for private labels
- Graph 35: private label food and beverages purchase in the last six months*, by gender and generation, 2025
- Younger consumers are more likely to disperse private label purchases through channels other than supermarkets
- Graph 36: women’s private label food purchase channels, by generation, 2025
- Younger consumers pay more attention to food product prices
- Graph 37: price as a priority in food and beverage purchases, by generation, 2025
- Younger consumers are less likely to prioritise sustainability or organic ingredients
- Graph 38: women’s drivers behind private label food and drink purchase, by generation, 2025*
- Younger women are more likely to appreciate the practical benefits of private labels
- Graph 39: women’s drivers behind private label food and drink purchase, by generation, 2025*
- Instore channels may be the most important touchpoint for private labels that don’t usually advertise, but don’t overlook the influence of social media
- Graph 40: information channels for private label food, by gender and generation, 2025
- Affluent consumers go premium for private labels
- Consumers with higher household incomes are less likely to buy private label foods
- Graph 41: private label purchase experience in the last six months*, by gross household income, 2025
- Lower income segments’ preference for private labels is buoyed by the presence of younger consumers
- Graph 42: gross household income*, by generation, 2025
- Young consumers have cash to splash even if their overall income is low, and have fewer preconceptions about private labels
- Graph 43: financial situation, by generation, 2025
- A look at affluent urban consumers
- Graph 44: gross household income, by living area and size of city, 2025
- Affluent consumers prioritise a balance of price and taste (quality)
- Graph 45: purchase priorities when buying food and drink products (net top 5), by gross household income, 2025
- Affluent consumers are tempted by both nutritional value and free from claims
- Graph 46: purchase priorities when buying food and drink products (net top 5), by gross household income, 2025
- Higher household income correlates with interest in private label foods with free from claims
- Graph 47: drivers behind private label food and drink purchase, by gross household income, 2025*
- Hard to motivate purchase with sustainability, even among consumers on higher incomes
- Graph 48: purchase priorities when buying food and drink products (net top 5), by gross household income, 2025
- Graph 49: environmentally friendly as a purchase driver for private label food and drink products, by gross household income, 2025*
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Opportunities in the Japanese market
- Mintel’s three proposals
- Large latent demand for private labels that cater for seniors
- Big potential in a private label market for seniors
- First barrier to private label purchase is quality concerns
- Collaborate loudly with major manufacturers to dispel seniors’ quality concerns
- Produce private label products close by to balance price with support for localism
- How to successfully align private label food with seniors
- Graph 50: consumer priorities when buying food and drink products, 2024
- Second barrier to private label purchase is the lack of touchpoints
- Devise communications beyond the confines of the store to raise awareness of private labels among seniors
- Graph 51: women’s private label food information channels, by generation, 2025
- Private labels benefit from digital solutions
- Premium private labels expand marketing possibilities
- Win younger consumers with digital advertising
- Get direct with price personalisation
- Get prepared for social commerce
- Private labels for new customer acquisition and the potential for luxury positioning
- Does a private label promote the store, or does the store promote the private label?
- Strengthen the store brand with a private label to reach out to new customer segments
- In an era of unified private label and store branding, premium private labels can evolve into luxury labels
- Reshaping retail and manufacturing in the era of the private label
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APPENDIX
- Consumer survey methodology
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