The private label model, which already represents a significant share of sales in European retail, is gaining strength in Brazil and is no longer an exclusive strategy of large retail chains. Medium-sized companies have started developing exclusive products directly with Chinese manufacturers, replacing the simple resale of catalog items with a brand creation process that involves technical specifications, packaging, and visual identity.
This change accompanies the intensification of price competition on major marketplaces, a scenario in which product differentiation has become one of the few paths for those who do not want to compete solely on the lowest price. The strategy allows smaller companies to build their own identity and add value to their products.
The growth of this trend is supported by recent industry data. According to a NielsenIQ study, nearly 70% of Brazilians already consider private label products a good alternative to traditional commercial brands, while 72% associate these items with good value for money. The research also indicates that the majority intends to increase consumption of these products.
