As a share of the total CPG/FMCG market, private brands vary across major global regions. In the EU, private labels account for nearly 39% of total market value and 47% of unit sales, while in the U.S., they represent 22% of dollar sales and 24% of unit sales. Sally Lyons Wyatt and Ananda Roy talk about retailer investments for private brands, including being category-focused, consumer-obsessed, innovative and of high quality. 

Highlights include: 

• Successful retailers treat private labels like brands, cross-promoting them with name brand products and partnering with notable chefs on product development. 
• In EMEA, private brands have pulled back price promotional efforts and instead are focusing on promoting premium quality at a competitive price to name brands.
• While the U.S. lags other global regions in overall private label share, some categories, notably in the fresh perimeter departments, have a high share of total CPG sales. 
• The rise of the term “zero consumer” in Europe describes consumers who seek better value but show zero loyalty to any retailer or established brand.