在货架上寻找和谐：2025年自有品牌与品牌产品的全球展望

© 2025 Nielsen Consumer LLC. All rights reserved. © 2025 Nielsen Consumer LLC. All rights reserved.As both private labels and brands think about finding sustainable, long-term growthin 2025 and beyond, it’s high time to think differently about embracing fellow brandplayers as friends, rather than foes. In this first-of-its-kind research on both privatelabels and branded products, we uncover NIQ’s global outlook on how to findharmony on—and beyond—the shelf.Unlock future opportunities with this global deep dive into the evolving landscapeof private label and branded products. We explore how retail-owned brands andname-brand products cancoexist and thrivetogether on the store shelf, driven bychanging consumer perceptions and shifting market dynamics.OurFinding Harmony on the Shelf: 2025 Global Outlook on Private Label & BrandedProductsreport offers a comprehensive look at the trends driving the growthof private label and branded products worldwide—from regional variations inconsumer behavior to the increasing influence of retail media networks.Fromcompetition tocollaborationLauren FernandesVice President, Global Thought Leadership,Marketing & Communications Table of Contents12Finding harmony on the shelf:Page 13Assessingsymbioticdynamics between private label andbranded productsConsumer outlook on private labels and brands:Page 4Trends driving global growth and regional nuances3From competition to collaboration:Page 24Assessingcompetitivedynamics between private label andbranded products4The road to mutual success:Page 33Opportunities for retailers and manufacturers todrivecollaboration and growth•Private label power continues:4.3%in global salesgrowth for private label consumer packaged goods (CPG)year over year1•Major brands post formidable growth: +4.8%in globalsales growth for Top 10 global brands, slightly outpacingglobal growth of private labels1•Consumers feel resilient:46%of global surveyrespondents expect to be in a better financial position bythe end of 20252•The era of needs-driven decisioning: 58%of globalsurvey respondents say brand or store brand is irrelevantto them; they just buy what they need2Key findings:Sources: 1) NIQ Retail Measurement Services, Sales % growth vs. year ago, Annual period ended Q3 2024, via Quarter By Numbers Globalsummary report and Private Label report, 2) NIQ 2025 Private Label & Branded Products report global survey © 2025 Nielsen Consumer LLC. All rights reserved.The futurebelongs tothose whofind harmonyon the shelf. Consumer outlook onprivate labels and brands1 © 2025 Nielsen Consumer LLC. All rights reserved.Trends driving global growth and regional nuancesIn this section, we highlight key sales performance trendsacross the global CPG space alongside qualitative driversof consumer behavior. We connect the “say” and “do” ofrecent brand buying behaviors.Let’s dive into the performance trends and underlyingmarket dynamics behind the most-purchased consumerbrands (both retailer-owned and name brands) aroundthe world.•Performance trends•Consumer climate influencing choice•Influencing spending today and tomorrowIn this chapter: © 2025 Nielsen Consumer LLC. All rights reserved.The powerof privatelabels69%of global consumerssay private labelsaregood valuefor the moneyThey deliver on value.53%6.64%4.3%annual global sales growthyear over year1of global consumers say they’re likelybuying more private label productsthan ever before2Some speculate that global private labelfood and beverage growth could progressat this rate.3CAGR through 2028Sources: 1) NIQ Retail Measurement Services, Total private label sales, Annual period ended Q3 2024 vs. year ago, Value % growth - via Quarter By Numbers Private Label report, 2) NIQ 2025Private Label & Branded Products report global survey, 3) Technavio via PR Newswire, Global Private Label Food and Beverages Market, Compound Annual Growth Rate (CAGR) 2023-2028To put it simply:The debate is over—consumers around the world aresoldon private labels.More than half (53%) of global respondents say they’re likely buying more private labelproducts than ever before, and this strong measure of sentiment is a figure backed up byimpressive worldwide sales data. In fact, NIQ Retail Measurement Services confirms thatprivate label sales are up4.3%in annual global sales growth year over year. And, according toresearch by Technavio, they have speculated continued growth of global private label food andbeverages—to the tune of 6.64% CAGR through 2028.A confluence of factors has allowed private labels to rise to the mainstream in most markets.The power of private labelsGlobal consumer sentiment (% respondents)Fading stigma, value proposition,and demand growthhave propelledprivate labels to new heights.Source: NIQ 2025 Private Label & Branded Products report global survey 68%of global consumers sayprivate labelsare goodalternativesto name brandsThe stigma has faded.60%of global consumerssay theywould buy moreprivate label products if alarger variety we