57.5% of consumers (from 52.5% in 2021) consider and assess private label (or P-L) products as equal to brand name products in terms of quality, while approximately 59% (from 55.8% in 2021) considers them the same as brands of well-known manufacturers (according to a survey carried out in 2022 by the Athens University of Economics and Business).
The total sales of private label products via Super Markets and Cash & Carry increased by 1.7% in 2021 compared to 2020.
The category of foodstuff remains dominant among the P-L products, with a share of approximately 66% in the overall P-L sales in 2021, followed by the category of products used in the household cleaning & maintenance routine (detergents, paper-tissue products) with a share of 21% and the category of soft drinks – beverages with a share of 6%. The category that includes all kinds of household items and clothing had a share of 4%. Cosmetics and personal care products accounted for 3%.
The penetration rate for P-L products in the total sales of Super Market and Cash & Carry companies ranged from 22.6% to 23.6% over the period 2019-2021.