More than half (54%) of APAC consumers say they are likely to buy more private label products than ever before, signaling growing trust alongside sustained loyalty to name brands.
Brand choice among APAC consumers is primarily driven by functional reasons (85%), but expectations differ between private label and branded products: consumers seek affordability, availability, and community support from private labels, while prioritizing superior quality, wide assortment, omni-channel availability, and notoriety from branded products.
Evolving consumer perceptions open new opportunities for private labels and branded products to grow symbiotically, creating new paths for mutual success in Asia Pacific.
NielsenIQ (NIQ), a leader in consumer intelligence, released new insights from its Finding Harmony on the Shelf: 2025 Global Outlook on Private Label and Branded Products study, revealing that Asia Pacific consumers are redefining their brand preferences. Drawing from responses of over 17,000 consumers across 25 markets — including Australia, China, India, Indonesia, Singapore, South Korea, and Thailand — the report reveals how consumers in Asia Pacific are reshaping their perceptions of private labels and branded products. While private labels are gaining trust and acceptance, branded products continue to hold strong emotional and quality-driven loyalty, creating new opportunities for growth on both sides.
According to the report, more than half (54%) of APAC consumers say they are more likely to buy private label products than ever before, with the trend strongest in Thailand (64%), India (61%), China (56%), and Indonesia (55%). While private labels were once viewed mainly through the lens of availability, consumer perceptions are shifting toward value, quality, and community support.
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Meanwhile, branded products continue to hold significant strength in the minds of consumers. Superior quality remains the top expectation among APAC consumers when choosing branded goods, supported by expectations for wide assortment, omni-channel availability, and strong brand reputation. These attributes reinforce the enduring appeal of established brands across the region.
“Asia Pacific’s retail landscape is evolving, and we see both private labels and branded products carving unique but complementary spaces on the shelf,” said Terence Colle, Managing Director of Strategic Analytics & Insights for Asia Pacific at 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.”
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Symbiosis: Growing Together, Not Apart
Rather than competing head-to-head, private labels and branded products can unlock greater value through symbiotic dynamics. NIQ’s study highlights key ways in which they can thrive together:
Brand halo effect: Private labels can build trust by standing alongside trusted name brands.
Increased traffic: Interest in private labels can boost overall store traffic, benefiting all brands.
Price anchoring: Premium brand pricing can set the stage for private labels to appeal on value.
Market expansion: Growth in private labels can help expand categories and open new opportunities for brands.
This evolving dynamic suggests that brands and retailers who embrace collaborative growth — rather than direct competition — can tap into new opportunities and strengthen their long-term success in the Asia Pacific region.
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