13 November 2025
Innovation
Private Label Impresses in Testing
What happens when private-label products are compared with big brands on national television? They impress.
In a recent ARD/SWR documentary about private-labels in Germany, researchers compared the performance of private-label and branded products across several categories. In particular, private-label dishwasher tabs were tested alongside leading brands — with results that highlight just how far private label has come:
Cleaning performance? Great. The private-label tabs removed stains and residues effectively, matching or even surpassing some branded options.
Care for dishes? Strong. They showed good material protection, helping preserve décor and shine.
Value for money? Outstanding. Consumers paid around €3.65 for 40 private-label tabs versus €5.20–€6.00 for branded alternatives — a substantial difference.
The takeaway: private-label products are no longer just a lower-priced alternative — they’re proving to be strong contenders in quality, performance, and value.
German viewers can view the full documentary here.
