More than half of UK consumers favour private label, study finds
New Simon-Kucher research highlights rising price sensitivity and growing scrutiny of branded products
[London, April 30, 2026] – New UK research from Simon-Kucher shows that private label is now a structurally stronger part of everyday shopping behaviour, with 51% of UK shoppers predominantly buying private label products. While price remains the leading purchase driver, with 53% of shoppers saying it has become more important over the past year, the findings suggest the market is moving beyond a simple trade-down story. Private label continues to perform strongly in essential, everyday categories, particularly among lower-income households, while brands remain more competitive in categories linked to emotion, indulgence and experience.
The study also points to a more segmented market within private label itself. Basic private label has become mainstream, with 44% of shoppers buying it exclusively or frequently, while premium private label is being adopted more often by higher-income shoppers. At the same time, brands are facing sharper scrutiny on value, with 49% of UK shoppers saying branded products are often overpriced without offering a noticeable quality advantage and 46% saying branded products rarely justify the higher price.
“Private label is no longer simply benefiting from inflationary pressure - it is now embedded in the weekly shop,” said Dr. Andreas von der Gathen, Senior Partner at Simon-Kucher. “What stands out in this year’s results is that the market is becoming more tiered: value private label remains highly resilient, while premium private label is also gaining relevance. That creates clear growth opportunities for private label, but it also means brands must work harder to justify their premium through product quality, innovation and emotional relevance.”
Key findings
- Private label is now an embedded shopping habit
More than half of UK shoppers, 51%, predominantly buy private label, showing that private label has become a stable part of the weekly basket rather than a temporary response to inflation.
- The strongest private label momentum remains in essentials
Private label is most popular in daily consumer goods categories, while brands continue to perform better in more emotional or discretionary areas such as personal care, pet food and alcohol.
- Growth within private label is splitting between value and premium
44% of shoppers buy basic private label products exclusively or frequently, while premium private label is purchased more often by higher-income shoppers. This points to a market where entry-level value remains critical, but premium own-brand is becoming a more credible trade-up option.
- Brands remain relevant, but only where they deliver a clear reason to pay more
Brands still hold an advantage in areas driven by emotion, indulgence, perceived quality and brand experience, particularly among younger and higher-income shoppers. But they face increasing pressure to prove that advantage in concrete terms.
In conclusion, the implications are diverging for private label and brands.
For private label, the opportunity is to protect the value base while scaling premium and innovation in categories where shoppers are willing to trade up. For brands, the challenge is to defend premium pricing through clearer differentiation, stronger innovation and more visible shopper value, rather than relying on heritage or awareness alone.
About the Study: The Shopper Study 2026 was conducted by Simon-Kucher. The study surveyed over 14,000 consumers across 14 countries, including the UK.
Janine McCormac
janine.mccormac@simon-kucher.com
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,200 employees in 30+ countries. As a trusted commercial advisor focused on unlocking better growth, we combine deep consulting expertise, growth specialization, and technology to scale lasting impact. We optimize every lever of commercial strategy – product, pricing, innovation, marketing, and sales – based on what customers want and value. With over 40 years of monetization experience, we are recognized as the world’s leading commercial growth and pricing specialist.
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