Private label now has close to 20% market share in US food retail. This is much lower than the share in the UK and other European markets, where private label commands 40% or more. However, private label growth in the US is accelerating. Consumers are demanding affordable products, partly because of the cost-of-living crisis. Growth is not constrained by demand, though. The quality of supply is the constraint. What we notice is that the quality of private label products is improving because retailers are more actively look for consistent, good supply. Sebastiaan Schreijen and Cyrille Filott question Tom Bailey and very special guest Arjan Both on the topic of private label growth in the US in this episode of Consumer Foods to Go.