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Private Labels Hold Top Spot in Most Western European Markets

Much like other global regions, Western Europe is trending toward convenience packaging, smaller pack sizes and sustainability. Unlike other regions, however, private labels are leading the way across most industries.

Private Labels Hold Top Spot in Most Western European Markets
Private Labels Hold Top Spot in Most Western European Markets

According to “Global Packaging Trends,” a new report compiled by Euromonitor International for PMMI Business Intelligence, private labels in Western Europe led across all industries except Beauty and Personal Care in 2018. Consumers in the region prefer lower priced private labels that are comparable with branded products.

Germany, which is expected to see a 3.2 billion unit absolute volume growth by 2023, is following the global trends of sustainability and convenience. Lighter packaging, improved handling, safer grip, ease of opening, and resealability are major factors influencing consumers’ decisions, with a preference for smart packaging solutions.

Flexible plastics are the dominant packaging type in the region, with the development of new and sustainable plastic pack types that are made using plant-based plastic that are both renewable and sustainable. Flexible packaging is expected to see an 11.1 billion unit absolute volume growth by 2023.

PET bottles are the most preferred pack type, and with the development of recycled (rPET) bottles, this category is expected to have a 10.1 billion unit absolute volume growth by 2023. Recent investments in the home waste sorting and recycling process is resulting in the growth of PET bottles in non-alcoholic drinks and juices, as is the ongoing health and wellness trend, which promotes transparency in packaging. PET bottles are also being used in the region for home care products such as detergent.

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