The growing private label pet food popularity in Europe and Russia

Private label products now account for nearly one-third of the overall pet food market in Europe, signaling a significant shift in consumer preferences toward more affordable alternatives to branded products.

Private label pet food: rising popularity in Europe and Russia
According to Euromonitor International, in 2023, private label pet food sales grew by 24% in Eastern Europe and 16% in Western Europe.

For example, the press service of the European retailer ALDI reported that, since 2019, private label pet food sales in ALDI stores in Poland have grown by an average of 20% annually.

Euromonitor International analysts believe that in most countries, the private labels growth outpaces inflation. This indicates not only a tangible increase in sales but also an expansion of market share.

This trend is driven by two main factors:

1. The gradual improvement in the quality and nutritional private label product value.
2. The direct cost-of-living crisis impact, caused by high inflation over the past two years.

However, despite the improvements in quality, most private label pet food products remain positioned in the budget segment. This may change in the future.

Euromonitor International forecasts that the private label share in the European market will continue to grow. Consumers are still looking to optimize their expenses in the face of economic uncertainty, making private label products an attractive alternative to expensive branded pet food.

Even as economic conditions improve, the growing demand for private labels is likely to persist.

What about Russia?
In Russian retail, the demand for private label products is also growing rapidly. This trend is evident across various food categories, as well as in the pet supplies segment, including accessories and pet food. According to Nielsen, approximately 80 new pet product brands entered the market in the first half of 2024, and the total new private label brand number exceeded 250 by the end of the year. The key drivers include import substitution policies and the benefits gained by private label owners.

In 2024, major retailers such as Pyaterochka, Globus, Lenta, and Detsky Mir introduced new brands and exclusive product lines in this category.