Private-label share is 5% or less in markets such as China, India and Brazil according to a Nielsen survey and there does appear to be a ceiling for growth while in the most developed European store-brand markets, private-label share has remained around 45% for the past 10 years.
The Nielsen Global Survey of Private Label polled more than 30,000 Internet respondents in 60 countries to understand how consumer perceptions about private label quality, value, assortment and packaging translate into sales around the world.
Private label growth has been slow. Value share is highest in Singapore (8.1%), Hong Kong (5.1%), India (4.5%) and Taiwan (3.1%) and lowest in China (1.3%), Thailand (0.8%) and Indonesia (0.6%).
Also read: China Online Retail Market Grows 3 Times Faster Than Retail Market