New PLMA study

Private labels rated more highly

Private labels are growing in popularity, according to a study commissioned by the PLMA.
Private labels are growing in popularity, according to a study commissioned by the PLMA.
07.07.2022

According to a new study by the Private Label Manufacturers Association (PLMA), Europeans will not return to their old habits when shopping for food. The study suggests that the pandemic has significantly impacted the shopping behaviour of consumers when it comes to food and non-food products for the home. It concludes that many of the key changes will be permanent.

One of the most important findings is that private labels are now more popular than ever measured both by the purchasing behaviour of customers and by how well these perform in the eyes of consumers compared with branded products. Almost three in ten respondents indicated that they now bought more private label products than before the pandemic. The amount of private labels bought has increased most among the youngest survey respondents - Generation Z and Millennials – compared with all other age groups. Four out of ten respondents also expected that they would buy more private label products in the next two years than they do now.

In the online survey, answers to more than 50 questions were obtained from over 6 500 participants in eight countries: France, Germany, Italy, the Netherlands, Poland, Spain, Sweden and the United Kingdom. The survey was conducted in April exclusively for PLMA International.

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