RETAILER BRANDS ABOVE 30 SHARE POINTS: IN 2025 TURNOVER SET TO REACH € 31.5 BILLION

The 22nd Marca Report on the evolution of Private Label, developed by Circana and presented in Bologna during the recently concluded edition, outlines a historic milestone for the sector: the Private Label has reached a record 30.4% share across the omnichannel perimeter, projecting a turnover of € 31.5 billion by the end of 2025.

Growth figures: volume and value

In an economic environment marked by cautious consumer spending, Private Label continues to be the driving force of the Italian. The data highlights structural growth supported by strong consumer trust:

• Value growth: +4.1% across total Omnichannel
• Volume growth: +2.6%, peaking at +4.1% in traditional large-scale retail
• Assortment: Private Label products now represent 17.4% of total shelf offerings, a steady increase that confirms the central role of the category in Retailers' strategies.

From affordability to excellence: the boom of functional products

The Circana Report confirms a shift in paradigm: consumers are no longer looking only for savings but increasingly reward quality and innovation. The standout segment of the year is functional products (organic, freefrom, enriched), which show a +19% value growth. Italian excellence is especially visible in the Fresh segment (Meat and Fruit & Vegetables) and Home Care, where Private Label continues to gain market share.

Italy as a European Benchmark

Despite a lower penetration compared to markets such as Spain or the Netherlands, Italy stands out as the most dynamic country in Europe when it comes to quality and premiumization of the offer. Italian retailers have become true innovation hubs, able to reduce promotional pressure by focusing on value creation and supply-chain trust.

A driver for the national economy

The impact of Modern Trade and Private Label goes far beyond store shelves: the sector now generates a total added value of €211 billion, equal to 10% of the national GDP. MARCA by BolognaFiere & ADM confirms its role as the only platform capable of representing this evolution comprehensively—acting as a permanent laboratory where the future of consumer trends is shaped.