The average bill in the private label category increased by 32%

Experts have determined that over the past four years, the share of private labels in the buyer’s wallet has almost doubled - from 5.2% in 2019 to 10.1% in 2023. The percentage of penetration (audience) of private labels has also changed: in February 2021, 97.8% of Russians bought private label goods, and in 2023 this figure was 98.7%.

Buyers from different regions are showing interest in the company's own products. The largest percentage of penetration in the FMCG segment occurred among residents of the Central and Ural Federal Districts, the Volga Region and Siberia (above 99%). In Moscow and  St. Petersburg this figure reached 100%, and the minimum figure was in the Far East (88.3%). This trend is confirmed by data provided by Fix Price. Thus, in 2023, the company’s private label accounted for the same amount of sales as large brands; for comparison: in 2022, the chain’s products lagged behind well-known brands by 10%.

According to the results of the study , adding a private label to the cart allows you to increase the average check by 32% - from 599 to 790 rubles. This happens, first of all, due to an increase in the number of product units (SKU) in the buyer’s receipt. A more affordable price for private label products encourages the buyer to add, for example, two or three packages of private label products to the cart along with one package of branded products.

“Private label is gaining popularity, expanding the number of categories of presence, penetrating even such sensitive segments as, for example, children's products. A certain trust is formed in private labels. This indicates that today the buyer not only fulfills his need for rational consumption, but also finds new product solutions,” noted Anastasia Sidorina, Director of customer relations at Romir holding.

Buyers prefer private labels in categories such as frozen (39%) and canned (35%) vegetables and  fruits , as well as Meat and chilled semi-finished products (22%). The least popular categories were nuts and drinks - 7% each, respectively. At Fix Price, where about 60 private label brands are represented, the most popular products were beauty accessories (Lovely brand), New Year's decor (Snow Lace) and goods for the home and kitchen (Okitchen and BonHome).