"the private label factory"

Private Labels Have Matured – And It Shows

Walk into any grocery store in 2025 and you'll see the difference immediately. Private-label products no longer scream "discount"—they whisper "sophistication." The design is thoughtful. The ingredients are simple and transparent. And the quality? Often superior to the big brands of yesteryear.

Private label has turned the page on the low-end segment. What we're experiencing today is a deliberate and strategic transformation: we're moving from generic products to the brand's flagship. Retailers are no longer stocking shelves—they're building an identity.

Why this shift? It's no longer just a question of margin.

Yes, margin matters. But the real lever is control : over pricing, image, innovation. By taking control of their own brand, chains define their DNA—and protect it. In a market where consumers are wary of giants, this repositioning has come at just the right time.

1. Ingredients that speak for themselves

Old recipes are being abandoned. Today, private brands are collaborating with quality artisans and producers:

• Single origin chocolate, sustainably harvested nuts

• Cereals designed with nutritionists, not advertisers

• Regional recipes using native ingredients

The result: a clear association between private brands, clear labels and nutritional integrity.

2. A confident design, never copied

No more garish imitations. Private brands are adopting simple, refined, almost editorial codes.

• Modern typography, matte finishes, seasonal palettes

• Connected labels with recipes or farmer testimonials

• Design approach thought out by studios, not by discounters

This new visual language enhances the product — instead of hiding it.

3. Discreet luxury at an affordable price

What the fashion world calls “quiet luxury” is now being incorporated into food chains’ shelves.

• Premium products at affordable prices

• Blind tests won by private brands

• Experiences worthy of gastronomy, without excess

Quiet, yet powerful luxury.

4. New categories: care, well-being, animals

In 2025, the private label leaves the pantry. We now see:

• Organic anti-aging care, natural supplements, adaptogenic teas

• Featured plant proteins and collagen

• Veterinary grade animal food with health benefits

This is not a gimmick — it is the logical expansion of a bond of trust.

5. Local authenticity and artisans highlighted

Some retailers prefer the artisan to the factory:

• Pasta made in Naples by local families

• Farmers' faces printed on labels

• Co-branding with regional producers

Authenticity is becoming a real commercial lever.

6. Visible certifications, proudly displayed

Consumers demand more than promises:

• Organic certifications, fair trade, carbon footprint

• Water savings and emission reductions clearly mentioned

• This information is no longer in small print — it's at the heart of the design.

We're no longer just selling a product — we're selling an ethical action.

7. The private label no longer hides, it performs

Once discreet, private brands are now the stars:

• Displays dedicated to award-winning ranges

• Targeted advertising in digital media

• Viral YouTube Recipes Highlighting Private Labels

Private label becomes the engine — not Plan B.

8. Agility: the secret weapon of innovation

National brands take a year to evolve. Private retailers? A few weeks.

• Loyalty data to adjust flavors and formats in real time

• Mapping in-store behaviors to reorganize shelves

• Responsiveness that allows you to follow — or anticipate — trends

9. Loyalty built through appropriation

Here's the truth: when a customer loves your private label, they come back for you.

• The more unique it is, the more we come back.

• We no longer choose the grocery store for its prices, but for its house identity

• It is a bulwark against volatility and pure e-commerce

Private labeling becomes a loyalty strategy , not just a product.

Conclusion: Private Label Is Identity, Not Imitation

In 2025, the private brand no longer asks “how to imitate others?” but rather “how to lead the way?”

Those who dare—in their choices of sourcing, design, transparency, and pace—become the most trusted brands in the shopping cart. The others? They just watch the train go by.

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Frederico Panetta CEO - Industries Gould