NIQ report shows 58% of consumers indifferent to national brands vs private label
NIQ•Consumer loyalty weakens as private label gains ground
NIQ analysis flagged weakening brand loyalty as FMCG prices rose 26% globally between 2021 and 2025.
The report found 58% of consumers do not care if a product is a national brand or private label.
Private label was positioned as a direct competitor across value, mainstream and premium tiers, not only as a low-cost substitute.
Gen Z sentiment strengthened the shift, with 67% viewing private label as equal to national brands.
Price pressure increased switching behavior, with about one-third of constrained shoppers moving to cheaper items or promotions.
