Private-label's market share in European food is at about 33% – and it's expected to continue to grow to 40% over the next few years. But a lot of changes are taking place in the market, and this is leading to a rethink when it comes to private-label producers' strategies. In this episode of Consumer Foods-to-Go, Global Strategist for Consumer Foods Cyrille Filott and Senior Analyst Sebastiaan Schreijen discuss the numerous changes that are taking place in private label – including retailer strategies vis-à-vis private label and the way private-label companies should position themselves in order to be successful.