Private labels increase their market share

New data from Circana, formerly IRI and The NPD Group, reveal that retailers increased their share of the 10.8 bn euros category by 18 per cent (3.6 bn euros) during 2022 across Europe’s six largest markets France, Italy, Germany, Spain, UK, and the Netherlands. In the last quarter of 2022, this growth accelerated to 25 per cent as pet owners continued to trade down from their favourite brands.

Private labels now have 34 per cent value share of the pet food category across Europe. It is especially high in Germany and Spain, where a wider range is available in discounter channels. Across total FMCG, private labels now make up 38 per cent of value sales in Europe (229 bn euros).