{"id":67585,"date":"2026-06-19T07:40:34","date_gmt":"2026-06-19T10:40:34","guid":{"rendered":"https:\/\/anuga-brazil.com.br\/?p=67585"},"modified":"2026-06-19T07:42:08","modified_gmt":"2026-06-19T10:42:08","slug":"the-rise-of-private-label-from-budget-alternative-to-strategic-retail-asset","status":"publish","type":"post","link":"https:\/\/anuga-brazil.com.br\/en\/the-rise-of-private-label-from-budget-alternative-to-strategic-retail-asset\/","title":{"rendered":"The Rise of Private Label: From Budget Alternative to Strategic Retail Asset"},"content":{"rendered":"

Far from being just a lower-cost option, private label products are gaining ground in higher-value categories and strengthening their role within the retail landscape.<\/em><\/p>\n

For many years, private label products played a limited role in retail strategies. They were primarily seen as a way to offer more competitive pricing and appeal to cost-conscious consumers. That perception has changed significantly over the past decade.<\/p>\n

The growth of the segment in Brazil shows that the conversation has expanded beyond affordability. Private label products are increasingly being used to differentiate retail chains, strengthen customer relationships and create long-term business value.<\/p>\n

The numbers illustrate the scale of this shift. According to NielsenIQ data presented at SIMP 2025 (International Private Label Symposium), the Brazilian private label sector is growing at an average rate of 9.2% per year. The study also found that 58% of Brazilian consumers intend to increase their purchases of private label products in 2025 and 2026.<\/p>\n

To understand what is driving this growth, it is worth looking at the factors behind the sector’s evolution and the opportunities it creates for both manufacturers and retailers.<\/p>\n

What factors have driven the growth of private label products?<\/strong><\/p>\n

The rise of private label products is the result of several changes in consumer behavior, with trust emerging as one of the most influential factors.<\/p>\n

Historically, many private label products were sold in basic packaging and were often perceived as generic alternatives to leading brands. As the market matured, retailers began placing their own names and reputations on product packaging, directly associating their brand image with product quality.<\/p>\n

This shift transformed consumer perception. Seeing a retailer’s name on the package changed expectations. Price remained important, but factors such as reliability, product consistency, quality standards and performance became equally relevant.<\/p>\n

Another key driver has been the professionalization of product development. Investments in research, supplier selection, innovation and quality control have enabled private label products in several categories to reach standards comparable to those of established brands.<\/p>\n

At the same time, the pursuit of operational efficiency has encouraged retailers to view private label as a strategic tool to improve margins, create differentiation and reduce dependence on external suppliers. As a result, the sector continues to grow based on a broader value proposition than price alone.<\/p>\n

Which categories are expected to attract investment in the coming years?<\/strong><\/p>\n

Although private label products are present across virtually every consumer segment, some categories stand out for their particularly strong growth potential.<\/p>\n

According to Euromonitor, the beauty, personal care and hygiene segments in Brazil have recorded growth rates ranging from 24% to 55%, outperforming the global average for private label products. These figures are especially noteworthy because they involve categories traditionally associated with strong brand loyalty and significant marketing investments.<\/p>\n

 <\/p>\n

The food and beverage sector also presents substantial opportunities. Healthy foods, functional products, ready-to-eat meals, snacks, beverages, frozen products and family-oriented solutions are among the categories expected to see continued development.<\/p>\n

Looking ahead to 2026, retailers are expected to significantly expand portfolios aimed at specific consumption occasions. Sporting events, social gatherings and shared consumption moments are likely to drive new product launches tailored to consumers’ everyday lifestyles and needs.<\/p>\n

For manufacturers, this creates fertile ground for innovation and opens the door to increasingly strategic partnerships with retailers.<\/p>\n

How do consumers view private label products today?<\/strong><\/p>\n

Consumer perception of private label products has evolved considerably. According to a study referenced by SA+, 69% of consumers view private label products as offering excellent value for money, while 68% consider them equal to or even better than leading industry brands.<\/p>\n

This shift in perception helps explain why private label products are gaining traction in higher-value categories. Today’s consumers are less concerned about who owns the brand and more focused on whether the product delivers on its promise.<\/p>\n

This does not mean that national and global brands have lost relevance. Instead, a more balanced retail environment is emerging. Rather than replacing traditional manufacturers, private label products are expanding consumer choice and strengthening retailers’ value propositions.<\/p>\n

The main challenges of competing with established brands<\/strong><\/p>\n

Building credibility remains one of the sector’s greatest challenges. Major brands benefit from decades of investment in branding, communication and customer engagement. Private label products, on the other hand, must prove their quality through every purchasing experience.<\/p>\n

Attractive packaging and competitive pricing can capture consumers’ attention, but they are not enough to ensure loyalty. Consistency between expectations and product performance remains essential.<\/p>\n

This requires ongoing attention to product quality, supplier partnerships, traceability and innovation.<\/p>\n

Another challenge lies in the speed at which consumer preferences continue to evolve. Demand for healthier products, sustainable practices, transparency and convenience is growing rapidly, requiring retailers and manufacturers to adapt quickly. Companies that respond effectively to these shifts are more likely to secure a competitive advantage in an increasingly dynamic market.<\/p>\n

Where are private label investments heading?<\/strong><\/p>\n

The sector is entering a new stage of maturity. Many retailers are planning significant portfolio expansions in categories related to convenience, healthier products, family consumption and social occasions, particularly those expected to be boosted by the FIFA World Cup.<\/p>\n

Below is an overview based on Euromonitor, NielsenIQ and industry market trends:<\/p>\n

 <\/p>\n\n\n\n\n\n\n\n\n
Category<\/strong><\/td>\nRecent Highlights<\/strong><\/td>\n<\/tr>\n
Beauty & Personal Care<\/strong><\/td>\nGrowth between 24% and 55%, above the global average<\/td>\n<\/tr>\n
Personal Hygiene<\/strong><\/td>\nAmong the most promising categories for private label expansion<\/td>\n<\/tr>\n
Healthy Foods<\/strong><\/td>\nDriven by demand for wellness-focused products<\/td>\n<\/tr>\n
Convenience Products<\/strong><\/td>\nGrowth supported by consumers’ search for practicality<\/td>\n<\/tr>\n
Products for family consumption<\/strong><\/td>\nPriority category for portfolio expansion in 2026<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Euromonitor, NielsenIQ and ABMAPRO.<\/p>\n

An opportunity for companies looking to be part of this market<\/strong><\/p>\n

The continued growth and consolidation of private label products is creating opportunities for strategic partnerships, supplier expansion and new business models. For companies looking to stay close to this evolution, connecting with key industry players has become a competitive advantage.<\/p>\n

Private Label Brazil, the leading private label and outsourcing trade show in Latin America, takes place in strategic partnership with Anuga Select Brazil and brings together retailers, manufacturers and suppliers looking to grow their businesses within this segment.<\/p>\n

The event gathers companies interested in understanding where the market is heading, presenting solutions to strategic buyers and expanding their business networks in a segment that continues to gain relevance across retail channels.<\/p>\n

Looking to showcase your solutions to leading buyers, retailers and decision-makers in the industry?<\/p>\n

Click HERE to learn how to become an exhibitor at Anuga Select Brazil 2027.<\/p>","protected":false},"excerpt":{"rendered":"

Far from being just a lower-cost option, private label products are gaining ground in higher-value categories and strengthening their role within the retail landscape. For many years, private label products played a limited role in retail strategies. They were primarily seen as a way to offer more competitive pricing and appeal to cost-conscious consumers. That […]<\/p>","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[206],"tags":[],"class_list":["post-67585","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/posts\/67585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/comments?post=67585"}],"version-history":[{"count":1,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/posts\/67585\/revisions"}],"predecessor-version":[{"id":67586,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/posts\/67585\/revisions\/67586"}],"wp:attachment":[{"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/media?parent=67585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/categories?post=67585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anuga-brazil.com.br\/en\/wp-json\/wp\/v2\/tags?post=67585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}