{"id":37543,"date":"2026-01-23T12:04:15","date_gmt":"2026-01-23T17:04:15","guid":{"rendered":"https:\/\/devarobas.groupexport.ca\/?p=37543"},"modified":"2026-01-23T12:22:12","modified_gmt":"2026-01-23T17:22:12","slug":"private-labels-a-growth-driver-in-canada","status":"publish","type":"post","link":"https:\/\/groupexport.ca\/en\/private-labels-a-growth-driver-in-canada\/","title":{"rendered":"Private Labels: A Growth Driver in Canada"},"content":{"rendered":"\n
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On the sidelines of the PLMA trade show, Groupe Export hosted a webinar led by \u00c9ric Waterman, Vice President, Agri-Food, at Inno-centre. The event brought together Marie-France Gibson, Advisor at Inno-centre and former Vice President, Private Labels, at Metro and Jean Coutu, as well as C\u00e9dric B\u00e9langer, Business Partner \u2013 Small and Medium Enterprises Canada at NielsenIQ. This content-rich session provided an insightful overview of the private label market and its growth prospects in Canada.<\/p>\n\n\n\n

While private labels represent around 50% of the market in countries such as the Netherlands (54%), Switzerland (52%) and the United Kingdom (46%), Canada\u2019s penetration rate stands at only 19%. This lag is certainly a sign of strong growth potential. In fact, recent data shows that the Canadian private label market has grown faster than that of the United States.<\/p>\n<\/div>\n\n\n\n

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Private Labels: The Consumer\u2019s Choice<\/strong><\/strong><\/strong><\/h2>\n\n\n\n

Once seen merely as a low-cost alternative, private labels are now viewed as a smart and quality-driven choice. Today, only 23% of Canadian consumers choose private label products to save money, compared with 30% in the U.S.<\/p>\n\n\n\n

The image of private labels has evolved thanks to a more diverse, innovative, and consumer-focused offering. Millennials and Gen Z\u2014who grew up with these products\u2014are now their strongest advocates… and represent the most significant consumer segments.<\/p>\n\n\n\n

To meet this growing demand, U.S. retailers have developed new premium private label lines, especially since the arrival of Lidl and Aldi, two retailers where nearly 90% of sales come from private label products. Store brands are no longer synonymous with cheap products but have become true drivers of quality and innovation.<\/p>\n\n\n\n

Similarly, health and nutrition products are gaining prominence on store shelves, driven by growing demand for natural foods with simpler ingredient lists. Retailers such as Walmart, with its new BetterGoods brand, and Target, with Good & Gather, are following this trend by offering ranges that are both affordable and refined\u2014continuing the path paved by Trader Joe\u2019s and Wegmans, long recognized for the quality of their private label products.<\/p>\n\n\n\n

According to Marie-France Gibson, retailers will continue to invest in this segment because it allows them to improve profitability, strengthen customer loyalty, and enhance brand image. In an uncertain economic climate, private labels are emerging more than ever as a strategic lever for differentiation and growth for Canadian retailers and agri-food companies.<\/p>\n\n\n\n

Current Private Label Trends<\/strong><\/strong><\/strong><\/h2>\n\n\n\n

C\u00e9dric and Marie-France identified seven key differentiation factors and current trends:<\/p>\n\n\n\n