Private labels are structurally taking market share from A-brands in European supermarkets. What began as a price-driven shift has since evolved into a fundamental reshaping of the retail landscape.
Market pressure on A-brands becomes structural
According to NielsenIQ, the market share of private brands in Western Europe in 2024 was already 39.1%, with Belgium at 37%. In grooming, cleaning and food, this share is often even higher. Retailers are strengthening their own brands with premium claims, sustainable packaging and increasingly rapid product launches. Meanwhile, A-brands are under pressure from inflation, shelf restrictions and consumers who are making increasingly critical choices: "What do I get for my money? And why should I choose a brand when the alternative is just as good?"
Why the distinction of A-brands no longer speaks for itself
The strength of A-brands lies in their proven quality, reputation and innovativeness. Our manufacturers continuously invest in high-performance formulas, ecological solutions and scientifically based product claims. But in a market where private brands are professionally managed and retailers have complete control over price, location and promotion, visibility and relevance come under pressure.
As retail expert Koen Dejonghe put it at Gondola Day, "The challenge for strong brands today lies not in their product, but in their ability to keep that product meaningful to consumers."
More than ever, that requires collaboration in the chain. And for investments in perception, explanation and consumer visibility.
Building brands starts on the store floor
At Worldtrading Europe, we see how the market evolves every day. And at the same time, we firmly believe in the value of strong brands, provided they continue to actively tell their story.
As CEO Johan Lauwers puts it: "Our manufacturers deliver top products, day after day. Our role is to bring those products to the right consumer at the right time, in the right place. Because that's where, at that crossroads, a brand is really experienced."
For Worldtrading, the key lies in strong chain cooperation: retail partners who give space to the brand, manufacturers who bet on relevance and a distribution partner who links speed and reach to market insight.
How we make a difference together
🟢 Visibility where it counts.
Through channel strategy, regional distribution and smart shelf filling, we ensure products are visible where consumers search, doubt and choose.
🟢 Support experience, advice and storytelling
With demos, product information, refill initiatives or local promotions, we strengthen manufacturers' brand perception in the store environment.
🟢 Smart use of data and feedback
We feed insights from orders, stock rotation and consumer behavior back to manufacturers so they can drive their brand in an even more targeted way.
🟢 Positioning with impact
By actively highlighting sustainable innovations (e.g. water-saving formulas, skin-friendly claims), we reinforce distinctiveness compared to private labels.
🟢 Powerful retail relationships.
We build bridges between brands and retailers: with speed, transparency and reliable service as the foundation.
Conclusion: building relevance in a redrawn market
Private labels are no longer the underdog, they are strategically positioned brands with growth ambitions. That does not mean there is less room for A-brands. But it does mean that there is no room for complacency.
Those who build brand equity today, build for the future. In a market where private labels are becoming increasingly dominant, strong brands remain necessary but only if they are relevant, visible and supported.
That is exactly where Worldtrading Europe makes a difference: by connecting A-brands more strongly with their consumers. With distribution power, market insight and true partnership.
