In recent years, this segment has been characterized by high growth dynamics, reaching nearly 20% year on year, and in 2024–2025 the growth rate amounted to approximately 7% annually. Its development is significantly influenced by the growing role of the discount channel, in which in 2025 households accounted for 44% of FMCG expenditures in retail trade. Discounters compete both with small formats – among others through the offer of fresh products and bread – and with the hypermarket segment, while also influencing shopping behavior by increasing purchase frequency and the share of larger baskets, including stock-up purchases.
Along with the development of this channel, the nature of the offer is also changing. From products perceived as a cheaper alternative, often associated with a compromise in quality, it has transformed into standalone brands with recognizable communication and growing customer loyalty. Examples include brands such as Marletto, Kraina Mięs, Fruvita, Pilos, K-Stąd Takie Dobre or Isana, which have been present in television and online campaigns, and their offer includes premium, functional, local and ecological segments.
Changes on the supply side are accompanied by changes in consumer behavior. The YouGov “Shopping Monitor 2026” report shows that 83% of Poles belong to the so-called smart shoppers segment – consumers who compare unit prices, analyze product compositions and use applications and digital tools. At the same time, the share of people guided solely by price is decreasing, while factors such as quality, convenience, brand attachment and product experience are gaining importance.
In this context, the role of this category in the area of innovation is also growing – both through the development of new products and variants, as well as the creation of new categories, which are then also joined by manufacturer brands. As a result, the boundary between manufacturer brands and retail chain brands is becoming blurred.
This does not change the fact that branded manufacturers maintain a strong position in selected segments. In categories such as cola drinks, margarines, deodorants or razors, their advantage remains clear, and the share of private brands does not exceed 10%. In turn, in segments with high price sensitivity and lower brand loyalty – such as toilet paper, paper towels, groats, rice, frozen fruits or ready meals – they achieve from 50 to over 70% market share.
YouGov data also shows that private brands are present in the shopping baskets of all consumers, regardless of their shopping style. At the same time, the group of buyers for whom discounters are the primary shopping environment is growing – attracting not only with prices and promotions, but also with the availability of products offered exclusively within a given chain.
This group, referred to as “discount lovers”, allocates a significant part of its spending to this category – in some cases exceeding one third of the FMCG basket. YouGov analyses indicate that particularly high openness is shown by representatives of Generation Z and millennials. In the case of the latter group, in which households with children play an important role, the availability of attractive private brands is one of the key factors influencing the choice of place for everyday shopping.
The private label market is entering a phase of maturity – both on the supply and demand side. Consumers are increasingly choosing them not out of necessity, but out of conviction, and retail chains are consistently developing their private label portfolios, investing in communication and building their recognition.
At the same time, branded manufacturers are not losing their importance – they remain a source of innovation, strong emotional relationships with consumers and a wide product offering. In the coming years, competition will include not only price levels, but also quality, image, functionality and the value perceived by the consumer.
Along with the development of this channel, the nature of the offer is also changing. From products perceived as a cheaper alternative, often associated with a compromise in quality, it has transformed into standalone brands with recognizable communication and growing customer loyalty. Examples include brands such as Marletto, Kraina Mięs, Fruvita, Pilos, K-Stąd Takie Dobre or Isana, which have been present in television and online campaigns, and their offer includes premium, functional, local and ecological segments.
Changes on the supply side are accompanied by changes in consumer behavior. The YouGov “Shopping Monitor 2026” report shows that 83% of Poles belong to the so-called smart shoppers segment – consumers who compare unit prices, analyze product compositions and use applications and digital tools. At the same time, the share of people guided solely by price is decreasing, while factors such as quality, convenience, brand attachment and product experience are gaining importance.
In this context, the role of this category in the area of innovation is also growing – both through the development of new products and variants, as well as the creation of new categories, which are then also joined by manufacturer brands. As a result, the boundary between manufacturer brands and retail chain brands is becoming blurred.
This does not change the fact that branded manufacturers maintain a strong position in selected segments. In categories such as cola drinks, margarines, deodorants or razors, their advantage remains clear, and the share of private brands does not exceed 10%. In turn, in segments with high price sensitivity and lower brand loyalty – such as toilet paper, paper towels, groats, rice, frozen fruits or ready meals – they achieve from 50 to over 70% market share.
YouGov data also shows that private brands are present in the shopping baskets of all consumers, regardless of their shopping style. At the same time, the group of buyers for whom discounters are the primary shopping environment is growing – attracting not only with prices and promotions, but also with the availability of products offered exclusively within a given chain.
This group, referred to as “discount lovers”, allocates a significant part of its spending to this category – in some cases exceeding one third of the FMCG basket. YouGov analyses indicate that particularly high openness is shown by representatives of Generation Z and millennials. In the case of the latter group, in which households with children play an important role, the availability of attractive private brands is one of the key factors influencing the choice of place for everyday shopping.
The private label market is entering a phase of maturity – both on the supply and demand side. Consumers are increasingly choosing them not out of necessity, but out of conviction, and retail chains are consistently developing their private label portfolios, investing in communication and building their recognition.
At the same time, branded manufacturers are not losing their importance – they remain a source of innovation, strong emotional relationships with consumers and a wide product offering. In the coming years, competition will include not only price levels, but also quality, image, functionality and the value perceived by the consumer.
| Michał Maksymiec Retail Clients Director michal.maksymiec @yougov.com | Rafał Dobrowolski Strategic Insight Manager rafal.dobrowolski @yougov.com |
