Alimarket Marca Privada, a new magazine designed to build a bridge between Europe and Latin America

Trust is a key word for understanding the growth achieved by marca privada/private-label in Spain and, taking a broader view, across Europe. Gone are the days when retailers launched products in plain packaging under their own brand names to win over shoppers through price alone. The industry and the retail sector have successfully joined forces, innovated and evolved to the point where they can now offer segmented product ranges that compete head-to-head on the shelves with the most iconic brands.

Consumers have also changed their approach, moving from viewing private-label brands with suspicion and curiosity to choosing them, in many cases, as their first choice. They no longer question whether these products meet quality standards. They take this for granted and, from there, choose based on their preferences. Consumers trust retailer brands, and that trust has forever changed the equation of choice when they stand in front of the shelf.

The results speak for themselves. By the end of 2025, private labels had achieved a market share by volume of 55.3% in Spain, 51.5% in the United Kingdom, 51.0% in Germany, 45.2% in France and 37.1% in Italy. In practice, all this development has changed the rules on the playing field – the shelf – and has shifted the balance of power between retailers and manufacturer brands. In short, the rise of private label has transformed the retail ecosystem.

Trust is also a key word in Alimarket’s history. So much so that, for the past 44 years, the publishing group’s slogan has been ‘A Matter of Trust’. Alimarket is Spain’s leading producer of multi-channel sector-specific economic content, currently with six magazines on the market, as well as databases, confidential newsletters, daily news websites and a division organising top-tier professional events, which bring together the executives who set the country’s economic course. Through our specialist teams, we analyse business strategies, investments, corporate developments, market trends and the factors affecting companies’ competitiveness in the sectors in which we operate: FMCG, Construction, Hospitality and Chain Restaurants, Healthcare, and Household Appliances and Consumer Electronics.

This experience has enabled us to develop in-depth knowledge of the fast-moving consumer goods sector, from both the retail and industrial perspectives. We are now putting all this experience and knowledge at the service of a new publishing project, Alimarket Marca Privada, and we are doing so on an international scale, with the new magazine distributed across Europe and Latin America and featuring content in both English and Spanish.

The Alimarket Group’s activities have been built on one premise: information acquires its true value when it helps to understand the market and make better business decisions.

Continuing the parallel between the consumer’s relationship with private label products, Alimarket has also earned the trust of readers, subscribers, advertisers, trade associations and official bodies, who take for granted the highest standards of quality in its content and in the events in which it participates.

Private label has transformed the retail sector, and Alimarket is adapting to this transformation with the launch of the new magazine you are holding in your hands or viewing on your computer screen: Alimarket Marca Privada. Spain has become a powerhouse in the development and manufacture of private label products; the European retail sector is being closely monitored to identify trends; and in Latin America, the development of retailer-owned brands is in its infancy and is looking to Europe for guidance. The consumer, as the final link in the chain, demands transparency and wants to know more about the suppliers behind the ‘new’ brands in which they are placing their trust.

On this basis, the new Alimarket Marca Privada magazine serves as a useful tool for building a bridge between Europe and Latin America. It is this very bridge that features on the cover of this exciting first issue and opens the door to a world of opportunities. Information, opinion and analysis for the retail sector, the industry and the consumer.