Private label turnover in the Netherlands increased to 45.1% in 2023 compared to 43.4% in 2021.
trend
Venture brands
Distance between A-brands and private label is increasing
In the Netherlands, venture brands in the supermarket channel have grown strongly. These brands, developed by retailers themselves, focus on specific consumer needs or trends. Unlike traditional private labels, venture brands build their own identity instead of just offering a cheaper alternative. Supermarkets use these brands to gain market share in niche markets and gain more control over supply and margins.
An advantage of venture brands is that supermarkets become less dependent on external suppliers, allowing them to optimize their purchasing, respond more quickly to trends and have room for product innovation.
Private Label in Europe: consistent growth in the retail landscape
In the latest update of PLMA’s International Private Label yearbook for the third quarter of 2024, data shows growing market share for private labels in 17 European countries (source NielsenIQ).
The share of private labels has experienced overall growth, reaching 38.7% based on Q3 2024 data, which represents an increase of 0.2% compared to Q3 2023. NielsenIQ data shows a significant seeing an increase in retail brands in 11 of the 17 countries analyzed.
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Since 2023, people have been buying more private labels than A-brands in supermarkets. The turnover share of private brands in 2023 was 52 percent, that of A-brands at 48 percent.
The frozen and chilled & fresh categories had the largest share of private labels in Europe in 2023, accounting for 54 percent of the market. The Pet Non-Food category followed, with a private label share of 51 percent, while the Baby Food category had the lowest share, with just 10 percent.
Going forward, venture brands are likely to continue to grow in the supermarket channel, with new technologies and changing consumer demands continuing to shape these brands. This strategy enables supermarkets to not only strengthen consumer loyalty, but also achieve higher profit margins in a competitive market.
Talk to Jan Willem about how your venture brand continues to grow based on taste research
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