Live webinar and Q&A: How branded manufacturers and private label can thrive side by side

Market insights: What the data tells us

Data shows private label growth is not uniform. Some categories are more vulnerable to switching, while others remain brand-loyal. Download the guide to see the latest data points. Some key takeways:

1. When you break it down, the private label shopper isn’t a completely different person to the brand shopper. They’re not necessarily more price sensitive or less affluent - in fact, they look remarkably similar.
2. Only 41% of private label shoppers put price as their #1 priority. Value matters, but it’s not the whole story
3. Across the large assortment retailers, private label ranges are dominated by mid-tier ranges with these consistently representing c. 75% of all private label SKUs over the last 3 years. Premium private label ranges have continued to play a bigger role over that time and now make up 18% of the total private label range (data from August 2025) )

Some of the forward-looking recommendations

A summary of the key takeaways from the guide and the webinar. Get all the insight and frameworks via the free download.

1. Drive category growth through innovation: Brands need to go beyond defence. Invest in NPD, pack formats and in-store theatre that grow the category and create reasons for shoppers to trade up.
2. Build deeper retailer partnerships. Retailers are prioritising supply security and long-term collaboration. Brands that act as strategic partners — by bringing new shoppers, collaborating on events, or supporting private label adjacencies — will

secure stronger positions in range and fixture.

1. Sharpen pricing and pack strategy: The “price gap sweet spot” is critical. Stay close to indices versus private label and design pack architectures that protect value across channels.