In a retail landscape reshaped by shifting consumer priorities and economic headwinds, private label products are no longer the underdogs of the supermarket aisle. As part of the Anuga 2025 Trend Research, one trend is dominating boardroom conversations and buyer strategies alike: the powerful and continuing rise of retailer-owned brands.
From basic commodity goods to premium, organic, and niche market offerings, private label is redefining its role — not just as a cost-saving alternative, but as a symbol of trust, quality, and innovation.
🛒 The Evolution of Private Label
Once seen as the economical choice for budget-conscious consumers, private labels have undergone a transformation. Today’s consumers associate them with high standards, ethical sourcing, and increasingly, product innovation. Supermarkets and discounters alike are rapidly investing in their own brands, recognising the strategic value in controlling the narrative — and the margins.
According to Anuga’s latest market insights, retailers are actively expanding their private label portfolios to address four key drivers:
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Value-for-money in an inflationary era
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Increased consumer trust in retailers as quality guardians
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Fast, flexible product development pipelines
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Alignment with sustainability and clean label initiatives
🔍 Consumer Loyalty Meets Product Agility
What distinguishes today’s private label strategy is its agility. Retailers can rapidly test, launch, and adjust products based on real-time market feedback — a feat traditional brands often struggle to match. From plant-based innovations to sugar-reduced beverages and ethnic cuisine ranges, private label is often first to shelf with on-trend options.
At the same time, shoppers are rewarding these efforts with loyalty that transcends price. In a world where transparency and ethical sourcing matter more than ever, the ability to communicate values directly through owned brands is giving retailers a powerful edge.
🌍 Spotlight on Anuga 2025: The Global Private Label Showcase
This shift will take centre stage at Anuga 2025, the world’s leading food and beverage trade show, returning to Cologne from 4–8 October. With a dedicated focus on Private Label & Retail Solutions, the event will explore how the industry is embracing this evolution — from packaging innovations and supply chain strategies to sustainable sourcing and AI-driven category management.
Attendees can expect to meet global manufacturers, private label specialists, and retail leaders all aiming to capture new value in the competitive food landscape.
Private label is no longer just about affordability. It’s about identity, flexibility, and future-proofing retail. With value, trust, and innovation leading the charge, Anuga 2025 is poised to be the definitive stage where the next chapter of private label begins.