Forget the big names: customers choose retailers’ brands and it’s not just about price (opens original article in a new tab)

Private brands have become a significant force in the FMCG market, with increased turnover and strategic importance for retailers, moving beyond price competition to influence shopper behavior and manufacturer decisions. Growth is strongest in staple and price-sensitive categories, while challenges remain in areas like carbonated beverages.

• Private brand turnover reached R139bn in 2025, accounting for 28.6% of total FMCG sales
• Private brands have moved beyond price competition to become part of retailers' long-term strategies
• Growth in private brands is strongest in functional, price-sensitive categories like flour, maize meal, rice, and sugar
• Private brands are expanding into categories like confectionery and pet care, where they gain adoption despite traditional brand loyalty