The private label market in Poland is steadily increasing its share of the FMCG basket. In 2025, spending in this segment reached PLN 67 billion, an increase of 6.6% year on year. The value share of private labels stood at 23.5%, up 3.8 percentage points compared with five years earlier. In practice, this means that every fourth zloty spent on FMCG products now goes to retail chains’ own brands.
After a period of very high growth in 2022–2023, when annual dynamics reached almost 20%, the pace of private label growth has stabilised over the past two years at around 7% per year. According to YouGov data, the long-term increase in the importance of private labels is driven, among other factors, by the discount channel, which includes chains such as Biedronka, Lidl, Netto and Aldi. In 2025, households made 44% of their retail FMCG spending in this format. Discounters effectively compete both with small shops — through their offer of fresh products and baked goods — and with hypermarkets, increasing visit frequency and the share of large baskets, including stock-up shopping.
Although the growing role of discounters remains one of the key factors strengthening the private label segment, its development is not driven solely by the expansion of this format. At the same time, there has been a profound change in the nature of the offer itself. What we are now observing on the Polish market is the result of a complex, long-term transformation — from products perceived as cheaper alternatives to fully fledged brands with their own identity, recognisable communication and growing customer loyalty.
“Private labels in discounters are no longer a backdrop to manufacturers’ brands. They are now consciously built brands with a specific promise to the consumer — based not only on price, but also on shopping convenience, availability and a defined lifestyle. Examples such as Marletto, Kraina Wędlin, Fruvita, Pilos, K-Stąd Takie Dobre and Isana show that these brands are now present in premium, functional, local and organic segments, while their presence in television and online campaigns confirms the professionalisation of communication. The offer is increasingly tailored to micro-segments, and this strategic development translates directly into sales results,” comments Michał Maksymiec, Retail Client Director at YouGov.
83% of Poles Shop “Smart”
Structural changes are accompanied by an evolution in consumer attitudes. According to YouGov’s “Shopping Monitor 2026” report, 83% of Poles belong to the group of so-called smart shoppers — consumers who plan their purchases, compare unit prices, analyse ingredients and actively use digital tools. At the same time, the share of people guided solely by price is decreasing, while the importance of quality, convenience and brand experience is growing.
“The phenomenon of so-called smart shopping now goes far beyond simple price comparison. We are dealing with consumers who are very well prepared for shopping — they know what they are looking for and are not afraid to test new products. Private labels fit this trend perfectly: they offer a good value-for-money ratio, are easily available and increasingly inspire trust thanks to consistent quality and aesthetics. As a result, they are no longer just an ‘option in difficult times’, but are becoming a conscious choice also among the middle class and younger consumer groups,” adds Rafał Dobrowolski, Strategic Insight Manager at YouGov.
Private Labels in Almost Every Basket
YouGov’s “Shopping Monitor 2026” report shows that private labels are present in the shopping baskets of practically all Poles, regardless of their shopping style. At the same time, the group of consumers who treat discounters as their primary place for everyday shopping is growing. These stores attract customers not only with prices and promotions, but also with a broad range of products available exclusively within a given chain.
So-called “discount lovers” spend even more than one third of their FMCG budget on private labels. Particularly high openness to this segment can be seen among representatives of Generation Z and millennials, especially in households with children. For them, the attractiveness of a retailer’s private label offer is one of the key criteria when choosing where to do everyday shopping.
At the same time, private labels are becoming increasingly important in the area of innovation. Retail chains are developing new products, variants and functionalities, and sometimes even initiating entire categories that manufacturer brands later enter. These activities serve not only to increase store traffic, but also to build image and strengthen the perceived value of the offer. As a result, from the consumer’s perspective, the boundary between a manufacturer brand and a retail chain brand is becoming increasingly blurred, while the distinction itself is often merely technical.
Despite the growing role of private labels, branded manufacturers maintain a strong position in selected segments. In categories such as cola drinks, margarines, deodorants and razors, the share of private labels does not exceed 10%. In highly price-sensitive segments, however — including toilet paper, paper towels, groats, rice, frozen fruit and ready meals — private labels reach market shares ranging from 50% to more than 70%.
“The private label market in Poland is maturing — both on the supply and demand sides. Even so, branded manufacturers are not losing their importance. They remain a source of innovation, strong emotional relationships with customers and a broad product offer. The coming years will bring competition not only on price, but above all on quality, image, functionality and value as perceived by consumers,” concludes Michał Maksymiec.
Data from the YouGov Shopper Panel: 8,000 Polish households, covering purchases made by households for their own needs and brought home.
