The numbers
According to industry association PLMA, 47% of supermarket turnover in the Netherlands in 2025 came from private labels, ranging from food to household products. This puts the Netherlands in the European top four.
Private labels are also growing in the rest of Europe. In the 17 countries monitored by PLMA together with NielsenIQ, nearly 39% of supermarket turnover in 2025 came from private labels. Private label turnover grew by 4.1%, while national brands grew by 2.7%.
Consumers look beyond the name
In the household, performance is what matters most
Behind the scenes
What the consumer experiences at home is the sum of choices we make behind the scenes. It starts with product development: the thickness of the material, the strength of the seams, a drawstring that doesn’t snap, and the level of sustainability. Details that no one sees on the shelf, but which make the difference at home. This is followed by the translation to the shelf, with recognizable sizes, a clear presentation, and an assortment ranging from entry-level to premium.
At Packit, we call that doing it the Packit way: developing every product with the same care, whether it sits on the shelf under a retailer’s name or under one of our own brands, such as Dumil. After all, the consumer at home makes no distinction between a brand and a private label. They just want it to work.
Conclusion: the name is no longer everything
Interested in the possibilities?
Want to discuss the optimal mix of private labels and national brands for your shelves? Or looking for a private label? Get in touch by clicking the call to action button below.