Private label

Products sold under the retailer's own brand rather than a manufacturer's brand. Also called own brand or store brand.

Why it matters

Private label competes with brands for shelf space and promotions, and is often made by brand manufacturers themselves.

In Switzerland

In 2018 private label share was among the highest in the world: Promarca put it at 52% of products sold, with Migros at about 90% of its range (Bilanz, 8 Jan 2018).