The private label brand surpasses 50% of market share in volume for the first time in the six largest European markets—France, Germany, Italy, the Netherlands, Spain, and the United Kingdom—in a context marked by inflationary escalation and the fear of a new surge due to the Iran war. The latest analysis by Circana places Spain at the top, with a volume market share of 59%, followed by the Netherlands (56%), and already above 50% in the United Kingdom and Germany (52%). France stands at 46% and Italy at 36%, reflecting different degrees of maturity in a phenomenon that is advancing steadily across the continent. The growth is not circumstantial, although it has accelerated since the post-pandemic inflationary surge. The private label brand has been rising since 2021, with more than three percentage points accumulated since then. Inflation has accelerated this transition, but it is not the only factor: the improvement in quality, the expansion of the product range, and the entry ...