Lidl private label Pilos reaches 66% brand awareness in Romania

Lidl’s private label dairy brand, Pilos, has become the most recognized private label in Romania, according to the NielsenIQ “Private Labels 2025” study. The brand holds a 66% awareness level among urban consumers, with 89% of those who know the brand having tried its products at least once.

Data indicates that 88% of the fresh milk volumes for the Pilos brand are sourced from local Romanian suppliers. The study highlights a shift in consumer behavior, where 91% of respondents view private labels as a high-quality, cost-effective alternative to established brands.

Lidl has utilized its private label strategy as a core business pillar in Romania for over 15 years, focusing on local production and consistent quality to meet changing consumer budget priorities.