The private label is growing in Italy too. The distributor’s branded products reached 26 billion euros in 2024 (+2.4% over 2023) gaining a share of 32% in the GDO. The sales in the sector of wine between super and hypermarkets, small independent retailers and discount covers 2.2 billion euros, of which 273.8 million euros are private labels (+2.1%) corresponding to 106.9 million liters (+1.6%).

The average price of a private label is around 2.56 euros per litre (+0.5% on 2023) compared to 3.6 euros per litre (+2.9% on 2023) for corporate brands.

Focusing on the sparkling wines’ private label, there is a value of 65.8 million euros out of 745.5 million total (+1.3% in 2023) relative to 11.3 million liters out of 105.2 total (+4.4% in 2023). Also in this category the price of private labels is lower than the corporate brands one: 5.78 euro per litre (-3%) against 7 euro per litre (-0.5%).

The phenomenon of private labels is making room in Italy, where it remains a market that must and can grow a lot. In the major European countries, the average private label sales is almost three times higher than in Italy; in the UK over 50% of wine sales in large retailers are made up of distributor branded products.

Source: Winenews