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\u2019 own brands.<\/p>\n
After a period of very high growth in 2022\u20132023, 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 \u2014 through their offer of fresh products and baked goods \u2014 and with hypermarkets, increasing visit frequency and the share of large baskets, including stock-up shopping.<\/p>\n
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 \u2014 from products perceived as cheaper alternatives to fully fledged brands with their own identity, recognisable communication and growing customer loyalty.<\/p>\n
\u201cPrivate labels in discounters are no longer a backdrop to manufacturers\u2019 brands. They are now consciously built brands with a specific promise to the consumer \u2014 based not only on price, but also on shopping convenience, availability and a defined lifestyle. Examples such as Marletto, Kraina W\u0119dlin, Fruvita, Pilos, K-St\u0105d 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,\u201d comments Micha\u0142 Maksymiec, Retail Client Director at YouGov.<\/p>\n