Private label continued to outperform brands in Europe with sales growth of 4.1% in value during 2025 compared with 2.7% growth for manufacturer brands, new research from IGD showed. Close to half of shoppers (47%) said price is no longer the primary reason to opt for private-label products, while 52% believe private-label quality is as good as brands. In the US, private-label sales reached $282.8 billion (€245.13 billion) in 2025, growing nearly three times faster than national brands. Haria continued, “The line between private label and brands continues to blur. ADVERTISEMENTFuture Growth AreaHealth and wellness is projected as one of the biggest opportunities for future private label growth, according to IGD.