Asia Pacific Consumers Continue to Trust National Brands While Increasingly Adopting Private Labels
a leader in consumer intelligence, has revealed the evolving standards of brand preference among APAC consumers in its ” Finding Harmony on the Shelf : 2025 Global Outlook on Private Label & Branded Products “ . The report is based on responses from over 17,000 consumers across 25 markets, including Australia, China, India, Indonesia, Singapore, South Korea and Thailand, and reveals how APAC consumers’ perceptions of private label and national branded products are changing. While trust and acceptance of private label are growing, the emotional connection and trust in quality of national branded products remain, creating new growth opportunities for both.
The report found that more than half (54%) of APAC consumers say they are more likely to purchase private label products now than before, especially in Thailand (64%), India (61%), China (56%) and Indonesia (55%). While consumers once valued private label brands for their availability, they are now seeing a shift towards value, quality and local support.
However, National Brands continue to hold a strong position in the minds of consumers: High quality is APAC consumers’ top expectation from National Brands, followed by a wide product range, omnichannel distribution and strong brand recognition. These attributes are strengthening the appeal of established brands across the APAC region.
“The APAC retail market is changing, with private brands and national brands each playing their own unique yet complementary role,” said Terence Cole, Managing Director, Strategic Analytics & Insights, NIQ APAC . “Brands that recognize the strengths of each – value, local presence, quality and name recognition – and see opportunities to grow together will be successful.”
Symbiosis: Growing together, not competing
PB and NB can create greater value by building a symbiotic relationship rather than competing head-on. NIQ research cites the following as ways in which they can grow together:
- Brand Halo Effect: Private label brands can build trust by being associated with well-known, trusted brands.
- Increased Traffic: Interest in the private label draws more customers to the store overall, benefiting all brands.
- Setting price standards: Pricing for premium brands forms the basis for promoting the value of private brands.
- Market Expansion: Private label growth helps expand categories and unlock new opportunities.
This shifting dynamic opens up new opportunities for brands and retailers who embrace collaborative growth, rather than direct competition, to position themselves for long-term success in APAC.
About the report
“Finding Harmony on the Shelf: 2025 Global Outlook on Private Label & Branded Products” is based on a global survey conducted by NIQ in 25 countries, including Australia, China, India, Indonesia, Singapore, South Korea and Thailand, from December 2024 to January 2025. Respondents were consumers responsible for purchasing decisions in households who agreed to participate in the study. Sample sizes were age- and gender-proportioned in line with each country’s census data to ensure statistical reliability.
Click here to download a copy of the full global report.
About NIQ
NIQ is the leading consumer intelligence company, providing the most comprehensive insights into consumer buying behavior and uncovering new paths for growth. NIQ will merge with GfK in 2023, combining two industry leaders with the most powerful global intelligence. The combined global reach of the companies spans more than 90 countries, covering approximately 85% of the world’s population and over $7.2 trillion in global consumer spend. NIQ delivers the Full View™ with comprehensive retail analytics and consumer insights, delivered through advanced analytics capabilities on a cutting-edge platform.
For more information, visit www.niq.com .
© 2025 Nielsen Consumer LLC. All rights reserved.
The official version of this press release is the original language version. The translated language versions are provided for the convenience of readers and have no legal effect. When using the translated version as a reference, please refer to the original language version, which is the only version that has legal effect.
