Big news: Private Label now accounts for more than half of all products sold in UK supermarkets.

New data from Circana shows that for the first time, supermarket own-brand products have reached a 50% unit share across Europe’s six largest grocery markets (UK, Germany, France, Italy, Spain, and the Netherlands).

With consumers prioritising value and effectiveness, private label continues to impress, delivering the same or better quality products at a fraction of the price of big brands.

The research also found that while brands are using heavy discounts to win back customers — with 34% of their sales accounted for by promotions or discounts — own-brands are selling more without having to cut prices to do so (14%). In a battle of trust and value, private-label continues to win over European consumers.

This is reflected in McBride’s own consumer testing, with our products consistently impressing for their effectiveness and value.