A global report from NielsenIQ (NIQ) shows that both private label and branded products continue to find growth opportunities as consumer preferences evolve. The “Finding Harmony on the Shelf: 2025 Global Outlook on Private Label & Branded Products” report highlights shifting perceptions, spending habits and retailer-manufacturer collaborations that could shape strategies heading into 2026.

More than half of consumers worldwide are increasingly open to private label products, viewing them as credible alternatives to established brands. At the same time, leading global brands remain resilient, posting slightly higher sales growth than private labels, signaling a competitive yet mutually reinforcing retail environment.

Key trends identified in the report include an emphasis on value, with most consumers seeing private labels as offering good quality at a reasonable price. Shoppers are also expanding their brand exploration across categories, often prioritising needs over brand loyalty. Premiumisation continues to gain traction, particularly among younger consumers, who are willing to upgrade to higher-end products for everyday and seasonal purchases.

The study also highlights regional variations. In some markets, private labels are rapidly growing in popularity, while other markets continue to favour established global brands. Aligning private label and branded products strategically in-store can boost category performance and strengthen consumer trust, according to the findings.

NIQ emphasises the importance of collaboration between retailers and manufacturers. Retailers can use private labels to increase traffic and value perception, while manufacturers can protect and grow brand equity through innovation and strategic incentives. Together, these strategies can help both private label and branded products thrive in dynamic markets.

The survey incorporated insights from more than 17,000 consumers across 25 countries, reflecting perspectives from Asia Pacific, Europe, Latin America, the Middle East & Africa and North America. The research captured a comprehensive view of global shopping trends as brands and retailers prepare to navigate consumer behavior in 2026.