Do brands reach all category buyers?
No. They now only reach 3 in 4
1 in 4 category buyers never buys a brand
Over the last 10 years in Europe, national brands have lost 1 in 20 buyers to Private Label (i.e., they stopped buying brands) and in 2024 only 3 out of 4 buyers in the average category are choosing a national brand at least once a year. Bearing in mind the importance of penetration for sales and share, this is critical.
Beverage categories more resilient than food
Whilst brands in Foods reflect the overall trends in losing category buyers, Beverages brands have performed much better: only 18% of buyers in the average category exclusively buy PL – a number that is only marginally higher than 10 years ago.
1 in 20 buyers stopped buying brands in Household and Personal Care
Brands in both Personal and Household categories have continuously lost category buyers to Private Labels. In 2024, nearly 1 in 3 buyers in the average Household Care category never purchased a national brand.
