Private label in Europe: Growth, trends, and how to start

Private label products are rapidly reshaping the European retail landscape. From grocery store shelves to supplement counters, more consumers are reaching for private label options—attracted by competitive prices, consistent quality, and growing brand trust. But what exactly is private labeling, and why is it thriving in Europe? This comprehensive guide explores the growth of private labels across the EU, key opportunities and challenges, and how you can start your own private label brand.

What is Private Label?