Introduction
Private label has been growing at least at twice the rate of famous brands over the last 10 years. It has grown so fast because it is very much aligned with the prevailing consumer trends and its creators have been adept at aligning it with relevant consumer segments. However, it is not yet as trusted as famous brands, meaning that these two competing groups can still learn from each other.

Scope
Countries covered: France, Germany, Italy , the Netherlands, Spain, Sweden , the UK and the US
Product sectors covered: food, drinks, personal care and home hygiene
Based on: market data from the Interactive Consumer Database; new launches from ProductScan; consumer research from the New Consumer Insight program.
Insightful analysis into consumer's attitudes, beliefs and motivations behind private label versus famous brand purchases
Highlights
Overall in Europe private label FMCG represented a US$263bn industry in 2006. Private label achieves the highest penetration in the food sector (27% of sales in 2006). Private label is less well developed in those markets where brands have been able to build emotional bonds with their consumers: this is particularly the case in personal care.

In the US the private label industry was worth less than half of that in Europe, with a sales value of US$114m. Private label accounted for 23% of food sales and 7% of drinks sales in 2006. Over the next five years growth rates will be highest in the home hygiene and personal care sectors as growth slows in the traditional food and drinks markets.

Despite the current lower levels of private label penetration, more affluent households are increasing the volume of private label that they buy. In the US one of the reasons why it is increasing amongst the latter is because they are more likely to shop at the new breed of private label-focused specialty supermarkets such as Trader Joe's.

Reasons to Purchase
Market sizing - Understand the scale and growth of the private label opportunity/threat by country, sector and product market
Demographic analysis - Understand the key consumer groups for private label sales
Actions - Prioritize product, price and point-of-sale activities

Tomorrow's Private Label Consumers