In a continent where private label goods have matured into powerful retail assets, Europe leads the world in supermarket own-brand development. Once perceived as budget alternatives, these brands now rival—or even surpass—national labels in quality, design, and innovation. Across the European retail landscape, own-brand products account for over 30–50% of supermarket sales, depending on the country.
From Aldi’s iconic “Moser Roth” chocolates to Tesco’s “Finest” ready meals, own brands are no longer just cost-saving options; they are symbols of value, trust, and loyalty.
Below, International Supermarket News reveals the most successful supermarket private label brands in Europe and their top-performing product lines.
1. Aldi (Germany & Europe-Wide)
Top Own Brands:
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Moser Roth – Premium chocolate
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Lacura – Cosmetics and skincare
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Specially Selected – Gourmet and seasonal food
Bestsellers:
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Chocolate (Moser Roth’s dark varieties, award-winning)
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Creams and anti-ageing serums (Lacura rivalling luxury brands)
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Ready meals and cured meats under Specially Selected
Aldi’s disciplined private label strategy means nearly 90% of its products are own-branded, giving it full control over quality and pricing—an unbeatable combination in times of economic uncertainty.
2. Lidl (Germany & Europe-Wide)
Top Own Brands:
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Deluxe – Premium food range
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Cien – Personal care and beauty
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Freeway – Soft drinks
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Chef Select – Ready meals
Bestsellers:
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Fresh bakery items (croissants, German-style breads)
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Skincare creams (Cien often compares favourably to Nivea in blind tests)
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Fizzy drinks under Freeway, priced 50% below Coca-Cola and Pepsi equivalents
Lidl’s success lies in high turnover, strong promotions, and frequent rebranding of its private labels to match seasonal trends and customer feedback.
3. Tesco (UK)
Top Own Brands:
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Tesco Finest – Premium tier
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Tesco Everyday Value – Budget range
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Tesco Plant Chef – Vegan & plant-based
Bestsellers:
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Chilled ready meals (curries, pasta, roast dinners)
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Biscuits and snacks
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Frozen vegetables and meat alternatives
Tesco’s layered private label structure appeals to a broad demographic. The “Finest” range has positioned itself as a premium brand in its own right, particularly strong in the wine and ready meal categories.
4. Carrefour (France, Italy, Spain, Belgium)
Top Own Brands:
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Carrefour Bio – Organic range
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Carrefour Extra – Gourmet/premium
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Simpl – Budget label
Bestsellers:
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Organic dairy and cereals
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Fresh juices and plant-based drinks
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Prepared Mediterranean dishes
Carrefour has been ahead in the sustainability game. Its Bio and Extra lines are central to its environmental commitment and appeal strongly to urban, health-conscious shoppers.
5. Sainsbury’s (UK)
Top Own Brands:
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Taste the Difference – Premium tier
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by Sainsbury’s – Core range
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My Goodness! – Healthier options
Bestsellers:
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Premium sausages, cheese and deli items
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Artisan bread and bakery
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Frozen ready meals and desserts
With Taste the Difference, Sainsbury’s offers a strong narrative of British sourcing and chef-curated quality, setting it apart from value-led competitors.
6. Coop (Switzerland, Italy, Scandinavia)
Top Own Brands:
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Naturaplan – Organic and fairtrade
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Prix Garantie – Value tier
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Karma – Plant-based and wellness foods
Bestsellers:
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Sustainable seafood
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Vegan sandwiches and plant-based proteins
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Eco-conscious household products
Coop’s focus is on transparency and traceability. Their ethical branding appeals to a new generation of European shoppers.
What Do These Brands Have in Common?
All successful own brands share four traits:
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Consumer Trust – Achieved through consistent quality and transparent sourcing.
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Tiered Value Offering – Premium, core, and budget ranges to appeal to every wallet.
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Innovation – Including vegan, low-sugar, and sustainable product lines.
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Aggressive Price Positioning – Own brands are often priced 20–40% below national brands.
Top Supermarket Own Brands in Europe – Bestselling Categories
| Supermarket | Top Own Brands | Bestselling Product Categories | Estimated Own Brand Share |
|---|---|---|---|
| Aldi | Moser Roth, Lacura, Specially Selected | Chocolate, Skincare, Gourmet Meats | ~90% |
| Lidl | Deluxe, Cien, Freeway, Chef Select | Bakery, Skincare Creams, Soft Drinks | ~85% |
| Tesco | Finest, Everyday Value, Plant Chef | Ready Meals, Snacks, Frozen Veg, Vegan Products | ~70% |
| Carrefour | Bio, Extra, Simpl | Organic Dairy, Fresh Juices, Mediterranean Ready Meals | ~65% |
| Sainsbury’s | Taste the Difference, by Sainsbury’s | Premium Sausages, Artisan Bread, Frozen Desserts | ~68% |
| Coop | Naturaplan, Prix Garantie, Karma | Sustainable Seafood, Vegan Meals, Eco Household Products |
Private labels are no longer just a pricing tool—they’re retail weapons. In Europe, they shape consumer loyalty and drive innovation. As shoppers across the continent become more value-driven and health-conscious, own brands are expected to grow even more dominant in supermarkets. For retailers, the message is clear: the future belongs to those who build brands of their own.