Signal Private-label preference fell 21 points from 65% to 44% in one year

Summary

Capgemini records a steep fall in preference for private-label products over one year. The share favouring store brands fell from 65 percent in November 2024 to 44 percent in the latest survey, a drop of 21 points. The report explains that shoppers traded down more readily when financial pressure and inflation were at their peak. As prices steadied, attention returned to quality assurance and worries about product performance came back. Growing scrutiny of shrinkflation also made cheap alternatives look less reliable, which likely deepened the decline.