Private labels in Poland – why it is worth investing now and how MARCA Poland supports market development
The private label market in Poland is growing exponentially. In 2025, private labels' share of the FMCG market was estimated at approximately 24–25%, meaning that nearly one in four złoty spent on FMCG now goes to private labels. Trends indicate that this segment will be even more attractive to investors in 2026, and participating in the MARCA Poland trade fair offers unique opportunities for promotion, building business contacts, and expanding into foreign markets.
Private label market - steady growth and increasing value
Private label brands are gaining growing popularity in Poland. In 2025, the value of private label product sales reached approximately PLN 63.5 billion, of which 84% came from food products, while the remainder was attributed to household chemicals, cosmetics, and pet food. The share of private labels in the FMCG market was around 24–25%, reflecting their increasing strength and significance in Polish shopping baskets.
For comparison, the average private label share across 17 European countries in 2025 is 38.7%, indicating that the Polish market still has room for growth.
Changing consumer perception
Consumers are increasingly viewing private labels as high-quality products that align with health, ecological, and premium trends. More and more customers—particularly Millennials and Gen Z—choose private label products that offer added value and innovative solutions. This creates natural conditions for investing in the development of this segment in 2026.
Leading private label categories include:
- Packaged cold cuts – over 50% of the market’s value share
- Cheese and dairy – up to 59% share for certain products
- Paper goods and household chemicals – toilet paper approx. 74%, paper towels approx. 73%
Why investing in private labels pays off
Developing private labels offers tangible business benefits:
- Higher margins compared to branded products
- Full control over pricing and product strategy
- The ability to quickly adapt the portfolio to changing consumer trends
Moreover, the private label segment in Poland continues to grow and may reach a 25% share of the FMCG market in 2026, making investment in this area strategically profitable.
Investing in private labels in 2026 is a strategic decision that allows companies to:
- Respond to changing consumer preferences
- Increase margins and control over products
- Develop a portfolio in line with premium and ecological trends
- Build international brand presence
MARCA Poland 2026 – key to growth and expansion
- Global exposure – the opportunity to showcase private label products to retailers and distributors from Poland and abroad
- Networking and business contacts – building relationships with buyers, category managers, and potential partners
- Access to trends – discovering the latest directions in premium, ecological, and certified products
- Expansion into foreign markets – establishing distribution networks beyond Poland
Participating in MARCA Poland 2026 is the ideal step for companies looking to leverage the growing potential of private labels and fully enter the expanding FMCG market segment.
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