- Insights
Private labels in the UK: from budget range to full brand portfolio
Private label looks nothing like it did ten years ago. What started as a budget alternative (plain packaging, lower price…) has quietly become a full brand portfolio. From premium range to themed sub-brands, most shoppers now barely notice where the retailer ends and the brand begins.
In this article, we look at how six major retailers have built their portfolio, to help you better understand these increasingly influential competitors.
A closer look at each retailer
All six retailers now operate across budget, standard and premium tiers. Here are some interesting facts about each one.
• Tesco – Removed their logo on packagings and created sub-brands that look like real brands (Stockwell & Co., Hearty Food Co., H.W. Nevill’s, Grower’s Harvest, Ms Molly’s, Eastman’s…)
• Sainsbury’s – A focus was made on the premium range with “Taste the difference” (1,200 products across 11 categories) that competes with branded products on quality.
• Asda – Built some brands on both ends: budget range (Just Essentials, a 300+ line range launched in 2022), and premium (Exceptional by Asda, launched in 2024)
• Morrisons — Manufactures its own products, giving it a cost and quality advantage no other supermarket can replicate. The Best range was extended to over 1,000 products in 2025.
• M&S — Until a few years ago, M&S only distributed their own-brand products. They have now opened their shelfs to a small proportion of national brands, but the part of own-brand products remains very important. Its Italian Meals range alone grew 35% in sales in 2024.
• Waitrose – They also have a full range from budget to premium (Essentials & No.1.), and they distribute a large majority of private label products. They also have some themed brands with for example Duchy organic, a premium organic brand (set up by King Charles)
What does it mean for your brand?
Private label products are becoming increasingly difficult for consumers to identify. Supermarkets have successfully moved away from the traditional “budget” or “low-cost” image by introducing sub-brands that don’t always carry the retailer’s name.
Private labels also enter the market with several strong advantages. Retailers can buy in bulk, giving them greater control over pricing. They also prioritise their own brands on the shelf: guaranteed placement, faster detection of out-of-stocks, and better overall visibility. In addition, retailers have full oversight of upcoming promotions, allowing them to adapt quickly. For example, if two promotions on crisps are scheduled at the same time, brands may not be aware — but retailers are, and can easily avoid promoting their own products during that period.
With private labels in the race, competition becomes even tougher. To stand out, your store execution needs to be flawless, because theirs will be. Is your agreed shelf space respected? Is your promotion correctly implemented? Is you product well stocked?
Roamler gives FMCG brands a clear view of what’s actually happening at store level across European retailers. Where your agreed space isn’t respected or a promotion hasn’t been set up, our teams spot it quickly and we make sure the right action is taken before it affects your sales.
