Europe’s private-label industry is consolidating its position as the continent’s most dynamic retail segment, reaching €291 billion in sales and capturing 40% of the Fast-Moving Consumer Goods (FMCG) market by value across Europe’s six largest economies. The findings—based on Circana data shared by Marca by BolognaFiere & ADM—span France, Germany, Italy, the Netherlands, Spain, and the United Kingdom (L52W ending August 2025).
Private-label products now represent 48% of units sold in these markets, with overall PL value sales up 3.8% year on year, gaining 0.4 percentage points of share. The report confirms that PL’s evolution from budget alternative to strategic growth engine is firmly underway.
“Retailers have transformed the role of private-labels into mature strategic assets that drive value and unit sales, and command greater loyalty among shoppers across Europe,” says Ananda Roy, Senior Vice President, Thought Leadership Europe at Circana. Extending the comparison beyond Europe, Roy notes that Asia-Pacific shows similar momentum, while “the US is trailing behind other regions, but is quickly catching up with innovations in quick service delivery, price bundles, and sustainable products.”
NETHERLANDS AND SPAIN LEAD AS ITALY EMERGES AS GROWTH POWERHOUSE
The Netherlands remains the region’s strongest PL market with a 55% share, followed by Spain at 51%. Germany (42%), the UK (37%), France (36%), and Italy (30%) follow. Despite its lower penetration, Italy is the EU6’s standout performer. Italian private-label grew +4.7% by value in H1 2025, outpacing both the national FMCG average (+3.8%) and the broader European trend. The fresh-food category reported a +0.7 share point increase, while functional products surged +21.7% by value, positioning Italy as an innovation leader in fresh and functional ranges.
RETAILERS EXPAND STRATEGIC LEVERS
Across Europe, retailers are accelerating investments to strengthen PL positioning beyond price competitiveness. Key levers include:
- Tiered brand architectures (economy, quality, premium) aligned with diversified consumption patterns.
- Limited edition collaborations with challenger brands.
- Expanded health, high-protein, free-from, and plant-based assortments.
- Omnichannel and digital tools, including rapid delivery, smart vending, and advanced loyalty ecosystems.
- Certified sustainability and localized supply chains as differentiating factors.
This shift reflects a broader structural transformation, one that Marca by BolognaFiere & ADM positions at the heart of its international platform.
MARCA BY BOLOGNAFIERE & ADM 2026: THE YEARLY GLOBAL LAUNCHPAD
Set for January 14–15, 2026, Marca by BolognaFiere & ADM trade show remains the only global event that brings the full private-label ecosystem together under one roof.
The 2026 edition features:
- 28 leading Italian retail chains exhibiting directly—an exclusive format positioning retailers as protagonists, not visitors.
- 1,500 exhibitors, with strong international participation.
- A complete ecosystem including food, non-food, Marca Fresh, Marca Tech, Marca Awards, and Circana’s annual Private Label report.
- An international preview for exhibitors and foreign buyers, offering curated business matching.
“Marca by BolognaFiere & ADM is the global reference point for private-label. Our timing is strategic: January sets the tone for the entire year,” states Rossano Bozzi, Business Unit Director at BolognaFiere. “The 2026 edition strengthens this leadership with record numbers and a unique format where retailers are active players, not just visitors. In a market where private-label drives structural growth, Marca by BolognaFiere & ADM is where innovation turns into actionable strategies.”
With 26,000 visitors expected, the 2026 event aims to reinforce Bologna’s role as the international hub connecting Italian excellence with global PL innovation. “The 2026 edition marks a milestone in Marca by BolognaFiere & ADM’s path with double-digit growth across all fronts: more retailers, more exhibitors, and an unparalleled program designed for effective business networking,” says Antonella Maietta, Exhibition Manager. “As private-label continues its expansion across international markets, Marca by BolognaFiere & ADM serves as the platform where trends and opportunities become tangible for the global FMCG industry.”