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Why is private label growing globally?
Private label products continue to gain market share as consumers seek value and retailers look for higher margins, greater control over supply chains and stronger differentiation from competitors. In some Western European markets, private label now accounts for more than half of supermarket sales.

Where are private label products made?
Most private label manufacturing remains close to end markets, particularly in the US and Europe, where domestic suppliers can respond quickly to retailer demands. However, countries including China, Thailand, Malaysia and Vietnam are becoming increasingly important manufacturing hubs thanks to competitive costs, export capabilities and growing technical expertise.

Which regions are emerging as private label powerhouses?
Europe remains the global leader in private label penetration, while Southeast Asia is attracting growing interest from retailers and brand owners seeking alternative sourcing locations. Thailand, Malaysia and Vietnam are particularly well positioned due to strong agricultural supply chains, export infrastructure and food manufacturing capabilities.

What does this mean for food and drink manufacturers?
The growth of private label is creating opportunities across the supply chain, from ingredient suppliers and co-packers to specialist manufacturers. At the same time, competition is intensifying as retailers increasingly demand innovation, premium products and faster product development from their manufacturing partners.