The growth of the Dutch retail is a force of the private label. Supermarkets in the Netherlands, in 2025, expand their own-brand lines, enhance packaging, and reinforce supplier relations. Value, premium, sustainable product competition is transforming the market. The Private Label Market Growth in the Netherlands 2025 shows how retailers like Albert Heijn, Jumbo, Lidl, Aldi, and Plus are leading change through innovation, quality, and price.
Market Overview
Dutch grocery market is one of the most developed markets in Europe. The concept of private label has been around since the dawn of time as a part of every day shopping, yet recently it has stepped way beyond low-price imitation product. Customers have become quite demanding to see the products of their own label competing and perhaps even surpassing branded products.
In the Netherlands, private labels have been increasing. Supermarket brands have earned the trust of consumers as they offer quality and value even in economic uncertainty. The rise of the private label has also been assisted by inflation, since the population seeks less expensive options without compromising the quality.
Retailers are reacting by enhancing product design, sources, and packaging. Now under private label are various levels, such as budget, core, organic, and premium, therefore all the levels of customers are addressed. Sustainability is also a key selling feature, with recyclable packaging and local sourcing features embedded into the majority of product plans.
Albert Heijn: Developing Private Label Leadership
Albert Heijn (AH) is the most popular supermarket in the Netherlands and a model of personal label innovation. It is available at any price point, with entry-tier, organic, and premium sub-brands comprising a full spectrum.
Albert Heijn will invest in research, development of products, and packaging improvements. Its own brand comprises over half of the total merchandise. To ensure sustainability and consumer satisfaction, the retailer continuously enhances design, recipes and packaging.
Plant and organic products have become a fundamental concern. The AH Biologisch range is also expanding in fresh fruit, vegetables and dairy with plant options increasing in chilled and frozen products. The sustainability of the company is viewed through recyclable packaging, plastic reducing and more ingredients are found at certified farms.
It also uses digital innovation to support its own label strategy. Customers can get individualized rewards, recipe ideas, and targeted offers through the AH app. Such an online relationship fosters loyalty and enhances confidence in the AH line of own-labeled goods.
Jumbo: Competition By Value And Variety
Jumbo is the second largest supermarket in Netherlands and among the fastest expanding players in terms of their growth of their own brand. Its approach is to integrate high value with product differentiation and sourcing locally.
Jumbo has its own line of labels that include basic staples, high quality foods and organic products. The Lekker Veggie and Biologisch lines have since grown and the demand of healthy and sustainable food has increase.
One of the advantages that Jumbo has is its local network of suppliers. The company offers regional products under its brand offering customers an increased level of transparency regarding the origin of food. This practice fosters confidence and encourages local farmers and producers.
Jumbo also spends on online shopping groceries and reward programs. The company uses its digital tools to customize offers and get insights into consumer purchasing behavior. These are the insights which are applied to reinforce the assortment of privately labeled and price positioning.
A combination of competitive prices, sustainability, and regional identity positions Jumbo as the rival to the leadership of Albert Heinen in 2025.
Lidl and Aldi: Discounters Scale
The Netherlands rely on Lidl and Aldi to support the retail industry of private labels. They rely on own-brand products in their whole business and have good control over prices and quality along with supply chains.
Lidl has been working on its reputation as an unsophisticated discounter instead of a high-end and modern supermarket. It has now introduced organic fruit, vegetables, dairy and ready meals under its “BIO Organic” brand. The Lidl stores are contemporary and designed with clear layouts, multiple large fresh produce areas, and sustainable packaging styles.
The retailer has established specific sustainability objectives, such as significant plastic reduction and 100 percent recyclable packaging. Lidl is also working on renewable energy and logistic efficiency to minimize its carbon footprint.
Aldi is on the same route. The company has updated its stores by adding brighter interiors, increasing fresh produce and bigger personal label assortments. Aldi concentrates on straightforward yet reliable packaging design, noticeable quality marks and sustainability labels.
Both of these discounters have managed to popularize and appeal to mainstream their own label. Their size gives them high bargaining power with their suppliers and enables them to keep prices low and enhance the quality of the products.
More: Community And Regional Strength
Since its merger with Coop, Plus Supermarkets has enhanced its status. This action provided it with increased stores, purchasing strength, and a greater privately labeled platform.
Like Plus, it is committed to community and regional sourcing. Its own-labeled products focus on local inventory and environmental friendliness. Shoppers can find signs in most stores, which point out from the region items, which indicate a farm in the area or Dutch-grown produce.
Organic and fair-trade lines also fall under the retailer’s own label strategy. Its packaging reflects environmental advantages associated with recycling and reducing amounts of materials. This emphasis on transparency can assist Plus in gaining the trust of consumers who desire to shop with responsible retailers.
With a combination of local relevance and professional development of personal labels, Plus is continuing to expand. The Coop merger has enabled it to enter new areas and reinforce its identity as a nation.
Trends Behind Growth
Several key trends explain the Private Label Market Growth in the Netherlands 2025:
Environmental Impact and Packaging Innovation
Retailers are collaborating closely with suppliers to achieve high environmental requirements. The majority of supermarkets are aiming at 100% packaging recycling and plastic reduction. Trays made out of paper, mono-material films, and reusable packaging become the norm.
Plant-Based Products and Health
The trend towards vegetarian dieting persists. Supermarkets are developing vegan and vegetarian own brand, not only of fresh produce, but also frozen meals and snacks.
High Quality at Low Costs
Even in the case of own label products, Dutch consumers are now demanding high quality. Retailers are launching premium lines that use superior ingredients and are packaged better but at lower prices than branded versions.
Digital Integration and Loyalty
Private label success is also digital. Retailers use apps, online stores, and personalized offers to promote their products. This helps track buying habits and strengthen loyalty.
These trends show that private label is no longer just about low prices—it is about quality, sustainability, and innovation.
Supplier Opportunities and Challenges
For suppliers, the Dutch private label market offers both opportunities and high demands. Retailers expect efficiency, transparency, and proof of sustainability from their partners.
Opportunities:
Growing private label volumes mean more contract manufacturing potential.
Retailers are looking for innovation, especially in packaging and plant-based foods.
Long-term partnerships are becoming more common, providing stability for reliable suppliers.
Challenges:
Price competition remains tough. Suppliers must balance cost and quality.
Compliance requirements are strict, especially for packaging and sustainability certification.
Retailers expect detailed data for traceability, carbon reporting, and recycled material use.
Suppliers that invest in automation, sustainability, and transparency are best positioned to grow alongside Dutch retailers.
Outlook 2025-2026
The future of the private label in the Netherlands is bright. Market analysts believe the level of private label to continue increasing until 2026 due to evolving consumer behaviors and regulatory pressure.
Sustainability will gain more significance. Retailers will further provide packaging and carbon targets that suppliers are supposed to adhere to. The quality improvement will remain as well, closing the difference between the branded goods and the personal label even more.
Digital information will influence category management. Analytics will also enable supermarkets to know consumer tastes and create more efficient, intelligent product lines.
Local producers increasingly have an opportunity. Dutch retailers are becoming more supportive of local sourcing and local character. The changing market will have high demand on packaging suppliers and food manufactures capable of producing sustainable, cheap and reliable products.
Conclusion
The Private Label Market Growth in the Netherlands 2025 shows how the country has become a model for innovation and sustainability in retail. Supermarkets are leveraging on private label in order to gain customer confidence, minimize environmental impact, and market share.
Albert Heijn is a scale and digital leader, Jumbo is a value and variety competitor, Lidl and Aldi are price and efficiency champions, and Plus is a community and regional powerhouse. They collectively establish the course of Dutch retail.
To suppliers, however, the new frontier of growth is now a private label. Innovation, sustainable packaging and tight collaboration with retailers make success. The Netherlands proves that the concept of the private label is no longer the second option, the label is the future of the modern supermarket retail.
