Consumers in Greece are following global trends and increasing opting for private labels (PL) while shopping at supermarkets.
In the minds- and wallets- of consumers, PLs offer cheaper alternatives to major brands without sacrificing on quality and reliability.
Supermarkets: Private Label Sales Continue to Rise
According to recent data from Circana, private label products in Greece continue their upward trend, recording a 6.7% increase in the first five months of 2025, compared to a 5.5% increase in branded products.
This difference highlights the narrowing gap between PL and branded products.
Private label now accounts for 27.2% of the total market.
More specifically:
- In the food sector, private label represents 27.5% of the total share.
- In household care, it reaches 27.6%.
- In health and beauty products, it stands at 21.2%.
Global Surge in Private Label
Globally, Circana’s report “From Growth to Transformation: A Global Private Label Perspective” confirms the momentum behind PL products.
Rising prices and squeezed consumer incomes are driving retailers to boost investments, building brand equity through innovation, differentiation, sustainability, and premium solutions.
PL is already well-established in the EU, with a 39% value share and 47% share in units sold, while countries like Spain and France continue to see strong growth.
In the United States, the market share is 22% by value and 24% by units, but it’s experiencing the fastest growth rate in dollar sales.
This is not a passing trend. Even as inflation eases, private label products continue to gain market share, confirming that the future of supermarkets lies in PL.
Source: OT
