Private Labels Gains Ground

Private label is expanding as a core part of everyday purchasing.

27% of consumers increased their private label purchases in the past 12 months, while only 9% reduced.

This reflects sustained adoption beyond short-term price pressure.

Value remains the entry point, but quality is now equally important:

• 49% cite good value for money
• 41% cite high product quality

Private label is no longer driven by trade-down behaviour alone. Consumers expect affordability with consistent quality.

This is changing how retailers build their ranges. Focus areas include:

• Improved formulation and taste parity
• Stronger nutritional positioning
• Clear product segmentation across price tiers

Innovation activity supports this shift. Private label F&B launches increased by +7% year-on-year, driven by retailers expanding and upgrading their portfolios.

Much of this growth sits in:

• Enhanced core ranges
• Better-for-you formulations
• Premium-tier extensions

These moves are designed to reduce the gap with national brands.

Private label is moving into a different role. It is becoming a brand platform, not only a value alternative.

Sustained growth will depend on balancing price, product quality, and clear positioning across segments.

At THAIFEX – Anuga Asia, buyers and retailers engage with manufacturers building private label at scale.