NielsenIQ (NIQ), a leader in consumer intelligence, released its report "Finding Harmony on the Shelf: 2025 Global Outlook on Private Label & Branded Products". Based on input from over 17,000 consumers across 25 markets in the APAC region—including India, China, Australia, and Southeast Asia—the report highlights the shifting perceptions of private label (PB) and national branded (NB) products. As trust in private labels grows, national brands maintain their emotional pull and reputation for quality, setting the stage for a future driven by collaboration rather than competition.

Changing Consumer Preferences in APAC

• Rise in Private Label Popularity

  • 54% of APAC consumers are more likely to buy private label products today.

  • Countries with high preference:

    • Thailand: 64%

    • India: 61%

    • China: 56%

    • Indonesia: 55%

• Shift in Perception

  • Earlier: Private labels were chosen for availability.

  • Now: Consumers value them for:

    • Better perceived value

    • Improved product quality

    • Support for local economies

National Brands: Strengths That Remain Dominant

• Despite the growth of private labels, national brands continue to lead in:

  • High product quality – Top consumer expectation.

  • Wide product variety – Meeting diverse needs.

  • Omnichannel availability – Presence across online and offline platforms.

  • Strong brand equity – Trust built over time.

Symbiotic Growth: PB and NB Can Thrive Together

• Brand Halo Effect

  • Private labels can gain trust by aligning with national brands.

• Driving Store Traffic

  • Growing interest in private labels boosts overall store visits.

• Price Anchoring Strategy

  • Premium national brands help set perceived value, promoting private label affordability.

• Category Expansion

  • Private label innovations can unlock new product segments and market opportunities.

The APAC retail landscape is evolving as private and national brands redefine their roles. Rather than competing, both can benefit from a collaborative approach that maximizes their individual strengths—value, trust, quality, and recognition. As NIQ emphasizes, the brands that embrace this shift toward mutual growth will be best positioned for long-term success in the region.

Contact Us & Future-Proof Your Marketing with MarTechEdge!