The private label market in Poland is steadily increasing its share of the FMCG basket. In 2025, consumer spending in this segment reached PLN 67 billion, representing a 6.6% increase year on year. Private labels accounted for 23.5% of FMCG sales by value, up 3.8 percentage points compared with five years earlier. In practical terms, this means that almost every fourth zloty spent on FMCG products now goes to retail chains’ own brands.
After a period of very strong growth in 2022–2023, when the segment expanded by nearly 20% annually, the pace of private label growth has stabilised over the past two years at around 7% per year. According to YouGov data, one of the main drivers of the long-term rise of private labels has been the discount channel, represented by chains such as Biedronka, Lidl, Netto and Aldi. In 2025, Polish households spent 44% of their retail FMCG budgets in this format.
Discounters compete effectively both with small shops, thanks to their offer of fresh products and bakery goods, and with hypermarkets, by increasing shopping frequency and capturing a larger share of bigger baskets, including stock-up purchases.
Although the growing role of discounters remains one of the key factors strengthening the private label segment, its development is not solely the result of the expansion of this retail format. A profound change has also taken place in the nature of the offer itself. What can be seen on the Polish market today is the result of a complex, long-term transformation: from products once perceived mainly as cheaper alternatives to fully fledged brands with their own identity, recognisable communication and growing customer loyalty.
“Private labels in discounters are no longer merely a backdrop to manufacturers’ brands. They have become deliberately developed brands with a clear promise to consumers — based not only on price, but also on shopping convenience, availability and a specific lifestyle proposition. Examples such as Marletto, Kraina Wędlin, Fruvita, Pilos, K-Stąd Takie Dobre and Isana show that these brands are now present in premium, functional, local and organic segments, while their presence in television and online campaigns confirms the professionalisation of their communication. The offer is increasingly tailored to microsegments, and this strategic development directly translates into sales results,” comments Michał Maksymiec, Retail Client Director at YouGov.
83% of Poles Are Smart Shoppers
Structural changes in the market are accompanied by an evolution in consumer attitudes. According to YouGov’s Shopping Monitor 2026 report, 83% of Poles fall into the category of so-called smart shoppers — consumers who plan their purchases, compare unit prices, analyse product ingredients and actively use digital tools. At the same time, the share of consumers guided solely by price is declining, while quality, convenience and brand experience are becoming increasingly important.
“Smart shopping today goes far beyond simply comparing prices. We are dealing with consumers who are very well prepared for shopping — they know what they are looking for and are not afraid to test new products. Private labels fit this trend perfectly: they offer a good value-for-money ratio, are easily accessible and increasingly inspire trust thanks to consistent quality and attractive design. As a result, they are no longer just an ‘option for difficult times’, but are becoming a deliberate choice, including among the middle class and younger consumer groups,” adds Rafał Dobrowolski, Strategic Insight Manager at YouGov.
Private Labels Are Present in Almost Every Shopping Basket
YouGov’s Shopping Monitor 2026 report shows that private labels are present in the baskets of almost all Polish consumers, regardless of their shopping style. At the same time, the group of consumers who treat discounters as their main destination for everyday shopping is growing. These stores attract shoppers not only with prices and promotions, but also with a broad range of products available exclusively within a given retail chain.
So-called “discount lovers” allocate even more than one-third of their FMCG spending to private labels. Openness to this segment is particularly high among Generation Z and millennials, especially in households with children. For these consumers, the attractiveness of private label products is one of the key criteria when choosing where to do everyday shopping.
At the same time, private labels are becoming increasingly important in the area of innovation. Retail chains are developing new products, variants and functionalities, and in some cases they are even initiating entire categories that manufacturers’ brands later enter. These activities are aimed not only at increasing store traffic, but also at building brand image and strengthening the perceived value of the offer.
As a result, from the consumer’s perspective, the line between a manufacturer’s brand and a retailer’s own brand is becoming increasingly blurred, while the distinction itself is often largely technical.
Despite the growing importance of private labels, branded manufacturers continue to hold strong positions in selected segments. In categories such as cola drinks, margarines, deodorants and razors, the share of private labels does not exceed 10%. By contrast, in highly price-sensitive categories — including toilet paper, paper towels, groats, rice, frozen fruit and ready meals — private labels account for between 50% and more than 70% of the market.
“The private label market in Poland is maturing — both on the supply and demand side. Even so, branded manufacturers are not losing their relevance. They remain a source of innovation, strong emotional relationships with consumers and a broad product offer. The coming years will bring competition not only on price, but above all on quality, image, functionality and the value perceived by consumers,” concludes Michał Maksymiec.
The data comes from the YouGov Shopper Panel, covering 8,000 Polish households and household purchases made for their own needs and brought home.
