Poland mandates supermarkets disclose private‑brand producers on packaging

European shoppers are increasingly choosing retailer own‑brand products, citing quality rather than just low price. A recent IGD study shows private‑label sales growing faster than national‑brand items across the continent.

In Poland, the Ministry of Agriculture and Rural Development is preparing a regulation that will require discount and supermarket chains such as Lidl, Biedronka, Aldi, Carrefour and Dino to list the actual manufacturer on private‑brand packaging in a clear, legible font. The proposal follows a consumer survey in which 84 % of respondents said they want to know the real producer, with 31 % emphasizing transparency, 26 % highlighting quality and responsibility, and 21 % citing trust building. The ministry argues that the change will increase product credibility and could boost sales.

The new labeling rule aims to give shoppers clearer information about the origin of items like cheese, meat and baked goods, addressing the current practice where only the retailer’s name appears as the distributor.