What is private label share?

Private label, or own-brand, products are sold under a retailer's own brand rather than a manufacturer's brand. Private label share is the proportion of a category's listed products at a retailer that are private label.

Data Purl identifies private label products by matching the product's brand to the retailer that sells it, then computes the private label share of listed products by category and retailer each week.

Rising private label share signals retailers pushing higher-margin own brands and consumers trading down. For branded manufacturers it is a direct competitive threat to shelf space and pricing power.

• Share of listed products is not share of sales. A retailer can list many private label items that sell little, or few that sell a lot.

• Tracking private label share and price gaps