Private Labels (PL) now constitute 25 percent of all sales on the Swedish food market. The sales took off in the late 1990s and with it a discussion followed on how PL effect retailers, industry, consumers and farmers. PL may for instance have an effect on prices, innovation and mark-ups. The growth of PL has led to a concern that retailers have gained increased market power while PL hurt the industry and the consumers while others believe that PL will benefit actors in all stages of the food chain.
In this study we provide an overview of the development of PL on the Swedish food market both in terms of scope and characteristics coupled to a literature survey.
The project is expected to be completed in spring 2018.