Norway is among the European countries with the lowest market share for private label products, but the demand is growing and from 2006 to 2007 the share rose from 20.3% to 22.1%.

In 2007, the top ten fastest growing private label categories where: rice +22.9 percentage points, candles +22.5, paper towels +18.9, oils +16.7, batteries +16.1, frozen poultry +14.1, chilled fish +11.1, jams and marmalades 9.3%, kitchen papers +8.3 and juice and nectar +8.2.

The five categories where private labels had the highest market shares included canned fruit 81.8%, other paper products 74.8%, dried peas and beans 70.1%, candles 68.4% and oils 63.2%.

The five categories where private labels had the lowest market shares were chilled desserts 0%, dips 0%, cereal products 0%, air purifiers 0% and chilled ready meals 0.5%.

This is shown in statistics from Nielsen and the Private Label Manufacturers Association (PLMA).