The private label brand has reached a 50% share of units for the first time in France, Germany, Italy, the Netherlands, Spain, and the United Kingdom, as European households, pressured by the cost of living, buy more private label products. In Circana's latest analysis of the European FMCG market, the private label brand's share in units has increased every year since 2021, with a cumulative growth of more than three percentage points during this period and with further increases expected this year. In total, private label products already represent more than half of the FMCG units sold in some countries, led by Spain with 59% and the Netherlands with 56%. The private label brand's share in units has also risen to 52% in the United Kingdom and Germany; standing at 46% in France and 36% in Italy. Based on the analysis of sales of millions of SKUs in over 230 FMCG categories, Circana's analysis shows that retailers have managed to maintain low prices and high quality. Private label ...