Over the past decade, private label has won shoppers on price. Now, it’s winning them on something even more powerful: relevance. Retail brands are no longer viewed simply as cheaper alternatives but increasingly as trusted choices capable of delivering both quality and value.
The challenge for retailers in 2026 is that offering value alone is no longer enough. Today’s consumers expect private label to surprise and delight with products that reflect their lifestyles, values and desire for discovery. For example, in the US, 39% of consumers who are responsible for grocery shopping would buy more store brands if there were more options that help them eat more healthfully, while 36% point to premium-quality gourmet options. In response, retailers are transforming store brands from simple pricing tools into proactive growth engines, driven by innovation, strategic partnerships and cultural relevance.
Private label is increasingly finding opportunities to lead rather than follow in areas such as health and wellness, as retailers move quickly to meet rising demand for everyday wellbeing through food and drink. In the UK, 32% of consumers choose drinks with added health benefits most of the time or all of the time, highlighting the growing appetite for products that deliver tangible functional support alongside affordability. Retailers are therefore increasingly responding by using private label to accelerate innovation across high‑protein meals, collagen‑infused beverages and gut‑friendly dairy – often exploring emerging health trends ahead of national brands.
At the same time, sustainability is shifting from a brand promise to a product reality, with circular models such as reusable packaging, deposit‑return systems and upcycled ingredients becoming embedded within private‑label development strategies. Provenance is also gaining traction, creating opportunities for limited‑edition ranges that shorten farm‑to‑shelf journeys while reinforcing quality and environmental credentials.
Seasonal innovation is undergoing a parallel shift, with many retailers moving beyond predictable calendar‑driven formats to tap into culturally relevant moments shaped by global flavour trends and fast‑moving social media micro‑seasons. In doing so, private label is evolving from a standalone retail offer into a broader collaborative ecosystem, where partnerships with brands, chefs and creators unlock new sources of expertise and relevance. Consumer appetite for these collaborations is already evident, with 45% of Spanish consumers finding brand fusions appealing.
Taken together, these developments point to a fundamental repositioning of private label, where success is defined less by price leadership and more by the ability to combine health, sustainability and creativity into culturally relevant propositions that not only compete within categories but increasingly help to shape them.
Honorata Jarocka
Associate Director
Mintel
The challenge for retailers in 2026 is that offering value alone is no longer enough. Today’s consumers expect private label to surprise and delight with products that reflect their lifestyles, values and desire for discovery. For example, in the US, 39% of consumers who are responsible for grocery shopping would buy more store brands if there were more options that help them eat more healthfully, while 36% point to premium-quality gourmet options. In response, retailers are transforming store brands from simple pricing tools into proactive growth engines, driven by innovation, strategic partnerships and cultural relevance.
Private label is increasingly finding opportunities to lead rather than follow in areas such as health and wellness, as retailers move quickly to meet rising demand for everyday wellbeing through food and drink. In the UK, 32% of consumers choose drinks with added health benefits most of the time or all of the time, highlighting the growing appetite for products that deliver tangible functional support alongside affordability. Retailers are therefore increasingly responding by using private label to accelerate innovation across high‑protein meals, collagen‑infused beverages and gut‑friendly dairy – often exploring emerging health trends ahead of national brands.
At the same time, sustainability is shifting from a brand promise to a product reality, with circular models such as reusable packaging, deposit‑return systems and upcycled ingredients becoming embedded within private‑label development strategies. Provenance is also gaining traction, creating opportunities for limited‑edition ranges that shorten farm‑to‑shelf journeys while reinforcing quality and environmental credentials.
Seasonal innovation is undergoing a parallel shift, with many retailers moving beyond predictable calendar‑driven formats to tap into culturally relevant moments shaped by global flavour trends and fast‑moving social media micro‑seasons. In doing so, private label is evolving from a standalone retail offer into a broader collaborative ecosystem, where partnerships with brands, chefs and creators unlock new sources of expertise and relevance. Consumer appetite for these collaborations is already evident, with 45% of Spanish consumers finding brand fusions appealing.
Taken together, these developments point to a fundamental repositioning of private label, where success is defined less by price leadership and more by the ability to combine health, sustainability and creativity into culturally relevant propositions that not only compete within categories but increasingly help to shape them.
Honorata Jarocka
Associate Director
Mintel
