Private labels are surging as cost-conscious consumers shift from premium brands. In Europe, private label penetration surpassed 40% in 2024, with Aldi, Lidl, and Carrefour leading the charge. In the U.S., store-brand sales at Kroger and Target grew 12–15% YoY, aided by inflationary tailwinds and repositioned premium offerings.

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Gross margins on private label SKUs average 25–30% higher than national brands. Retailers are investing in brand storytelling and packaging design to reposition private labels as lifestyle-driven, not budget-only. In high-inflation categories like dairy and household goods, store-brand share has increased by 18–22% in volume.

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The report covers cost modeling, consumer perception shifts, and strategies for private label expansion in food, wellness, and household.

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Top 5 Insights:

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• Private label share in Europe > 40% in 2024
• U.S. growth: 12–15% YoY in Kroger/Target brands
• Gross margin delta: +25–30% vs national brands
• Share gain in inflation-hit categories: +18–22%
• Investment in brand identity and packaging boosts appeal
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Download the playbook for cost modeling, premiumization tactics, and retail brand innovation.

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• private label Europe trends
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•  store brand profit margin
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•  Aldi Lidl brand strategy
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•  Kroger private label growth
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• consumer behavior inflation
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•  U.S. grocery pricing trends
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•  packaging design retail 
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• retailer-owned brand
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• Carrefour store brand
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•  margin expansion retail
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•  private label consumer trust
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•  household goods store brand

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