The growth rate of private label clearly outpaces the dynamics of the entire FMCG market, despite a simultaneous decline in sales volume in this segment.
A key qualitative shift is the redefinition of the very concept of private label. The private label offering has evolved – from cheaper products, often viewed as a compromise on quality, to standalone brands with recognizable messaging and growing consumer loyalty. Retail chains actively promote their own lines in TV and online campaigns, and marketing departments treat them on par with manufacturer brands. Private label is no longer a monolithic category – each category now requires a separate strategy and identity. The goal is to compete effectively with manufacturer brands, not only on price but also in terms of brand image.
Discounters, local supermarkets, and small-format chains recorded the largest growth in sales value. Based on available market data, discounters account for nearly half of the retail market share, and the share of private labels in their shopping basket is significantly higher than in other formats: it is estimated to exceed one-third of sales value. The expansion of discount chains directly drives the growth of private label – it is this format that builds customer loyalty primarily through distinctive private labels.
Based on available consumer research, the average Polish household purchases several hundred different private-label products annually, and this number is steadily increasing year over year. Families account for the largest share of private-label spending, representing over half of all purchases in this segment. Consumers are not only more willing to choose products bearing the retail chain’s brand, but increasingly view them as a genuine – rather than merely budget – alternative to manufacturer brands.
The market is moving toward further diversification of the product range. Private labels are becoming increasingly tailored to micro-segments – premium, functional, local, and organic products are gaining a growing share in the retail chain’s product mix. Marketing communication is becoming increasingly professional and consistent. By comparison, in many Western European countries, private labels already account for over 40–50% of FMCG sales.
The Polish private label market is entering a phase of strategic maturity. The battle is no longer solely about price – it is about brand identity, consumer loyalty, and quality perceived as equal to that of manufacturer brands. Contract manufacturers who can offer flexibility, certified quality, and a willingness to build co-branded products will be the main beneficiaries of this transformation in the coming years.
Maciej Ptaszyński
CEO
Polish Chamber Of Trade (Polska Izba Handlu)
A key qualitative shift is the redefinition of the very concept of private label. The private label offering has evolved – from cheaper products, often viewed as a compromise on quality, to standalone brands with recognizable messaging and growing consumer loyalty. Retail chains actively promote their own lines in TV and online campaigns, and marketing departments treat them on par with manufacturer brands. Private label is no longer a monolithic category – each category now requires a separate strategy and identity. The goal is to compete effectively with manufacturer brands, not only on price but also in terms of brand image.
Discounters, local supermarkets, and small-format chains recorded the largest growth in sales value. Based on available market data, discounters account for nearly half of the retail market share, and the share of private labels in their shopping basket is significantly higher than in other formats: it is estimated to exceed one-third of sales value. The expansion of discount chains directly drives the growth of private label – it is this format that builds customer loyalty primarily through distinctive private labels.
Based on available consumer research, the average Polish household purchases several hundred different private-label products annually, and this number is steadily increasing year over year. Families account for the largest share of private-label spending, representing over half of all purchases in this segment. Consumers are not only more willing to choose products bearing the retail chain’s brand, but increasingly view them as a genuine – rather than merely budget – alternative to manufacturer brands.
The market is moving toward further diversification of the product range. Private labels are becoming increasingly tailored to micro-segments – premium, functional, local, and organic products are gaining a growing share in the retail chain’s product mix. Marketing communication is becoming increasingly professional and consistent. By comparison, in many Western European countries, private labels already account for over 40–50% of FMCG sales.
The Polish private label market is entering a phase of strategic maturity. The battle is no longer solely about price – it is about brand identity, consumer loyalty, and quality perceived as equal to that of manufacturer brands. Contract manufacturers who can offer flexibility, certified quality, and a willingness to build co-branded products will be the main beneficiaries of this transformation in the coming years.
Maciej Ptaszyński
CEO
Polish Chamber Of Trade (Polska Izba Handlu)
