NielsenIQ (NIQ) has released new findings from its Finding Harmony on the Shelf: 2025 Global Outlook on Private Label and Branded Products, offering a detailed look at how consumers across Asia Pacific (APAC) are reshaping their views on private labels versus branded products.

Surveying over 17,000 consumers in 25 markets, including Australia, China, India, Indonesia, Singapore, South Korea, and Thailand, NIQ finds that both private and branded labels are thriving — for different reasons.

Findings: APAC Consumer Preferences in Flux

• Private Label Momentum:
  54% of APAC consumers are more likely to buy private labels than ever before. This trend is especially strong in:

  • Thailand (64%)

  • India (61%)

  • China (56%)

  • Indonesia (55%)

  Private labels, once defined by price and availability, are now gaining favor for value, quality, and local community support.

• Branded Loyalty Holds Firm:
  Branded products remain associated with quality, variety, reputation, and availability. Consumers still prioritize these attributes, showing that brand trust and emotional loyalty endure.

Quote:

“Asia Pacific’s retail landscape is evolving,” said Terence Colle, Managing Director of Strategic Analytics & Insights, APAC, NIQ. “The brands that succeed will be those that recognize the strengths each brings to consumers — whether it’s value and local relevance or quality and prestige — and embrace opportunities for growth together.”

Private Label & Branded Products: Better Together

NIQ outlines a symbiotic path forward where both product types thrive through collaboration rather than competition:

• Brand Halo Effect: Private labels gain credibility when sharing shelf space with trusted brands.

• Traffic Generation: Interest in private labels increases overall store footfall, benefiting all products.

• Price Anchoring: Premium brands set benchmarks, making private labels more attractive on value.

• Market Expansion: Private label growth can enlarge entire product categories, creating room for innovation by all players.

Embrace Complementarity for Long-Term Growth

In a dynamic APAC retail environment, both private labels and branded goods offer distinct advantages. Brands and retailers that foster this dual-growth strategy can capitalize on evolving preferences, deepen customer loyalty, and drive innovation.