Global Private Label Trends 2026

Private label wins, brands on the back foot

Private label has moved from a budget alternative to the default choice for nearly half of global shoppers, reshaping how value is defined. As trust in brands erodes, with many consumers questioning their price and purpose, traditional brand advantages like quality and emotional appeal are no longer enough. Shoppers now demand proof, not promises, and are increasingly unwilling to pay a premium without clear, tangible benefits. This shift is structural, not temporary, making it harder than ever to win consumers back once they switch. To stay relevant, brands must rethink their value proposition through transparency, meaningful innovation, and authentic connection.

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Global shift reshaping shopper loyalty

Based on insights from 14,000 consumers across 14 countries in Europe, North America, and Latin America, our Global Shopper Study 2026 reveals a fundamental shift in how people evaluate brands and private labels. What began as a response to rising prices has evolved into a lasting change in consumer expectations and behavior. Shoppers are more value-driven, more skeptical, and less loyal to brands than ever before. The findings highlight a new competitive reality where brands must work harder to justify their place in the basket.

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Key trends

1. Private label becomes the default
2. Function vs. emotion: a divided market
3. Beyond basic: Quality tiers expand
4. A structural shift, not a phase

1. Private label becomes the default

Private label is no longer a fallback, it is the first choice for many shoppers. With nearly half of consumers predominantly buying private labels and price rising in importance, value now drives everyday decisions.

2. Function vs. emotion: a divided market

Private labels dominate everyday essentials, while brands are pushed into emotional and indulgent categories. As shoppers grow more critical, brands must work harder to justify their premium.

3. Beyond basic: Quality tiers expand

While basic private label leads in volume, higher-quality and premium tiers are gaining traction fast. Consumers are trading up within private label, narrowing the gap with branded products.

4. A structural shift, not a phase

The move to private label is sticking. Even with price changes, most consumers do not plan to return to brands, signaling a long-term reset in shopping behavior.

Our webinars

Private label vs. brands: Who comes out on top?

Join this upcoming webinar, taking place on Wednesday, May 13 to discover:

Why shoppers choose brands versus private labels
Key differences across markets such as Germany, France, the US, UK, Spain, and Brazil
How brands can defend their market share
Where private labels can unlock further growth
How behavior will shift in inflationary and deflationary cycles

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At Simon-Kucher, we specialize in helping consumer brands navigate complex challenges. With our expertise in pricing, marketing, and strategy, we offer unique, data-driven insights tailored to your specific business needs. Contact us today to see how we can help you turn the challenges into opportunities. 