Polish Private‑Label Brands Reach 67 billion zł, 23.5% of FMCG Market

In 2025 Polish consumers spent about 67 billion zł on private‑label products, giving these brands a 23.5% share of the FMCG market value. Retail chains such as Aldi, Biedronka and Lidl promote private‑label items across basic, premium, eco‑friendly and functional lines, with private‑label offers accounting for roughly 13–14% of promotional catalogs. The growth is driven not only by price—still the main factor for 59% of shoppers—but also by increasing emphasis on quality, ingredient transparency and health benefits, according to PwC data. Eurocash aims to lift its private‑label sales to over 1 billion zł annually, while retailers expand premium and local assortments to meet evolving consumer preferences.