Private label share
Private label share is the net sales of products a chain sells under its own brand divided by total net sales, tracked by category, store and period.
Also calledown-brand share, store brand share, own-label penetration, retailer brand share
Formula
Own-brand net sales ÷ Total net sales × 100- Own-brand net sales
- Sales of products sold under the chain's own brand, excluding VAT and net of returns
- Total net sales
- Net sales of all products in the same scope (category, store, period)
Calculator
Enter your own figures and the result updates instantly. The defaults are the figures from the worked example below.
Result%27,2
Worked example
How to read it, and what good looks like
Private label share shows a chain's price position and its bargaining power with suppliers at the same time. It is high in the discount model: according to BİM's 2024 integrated annual report, own-brand products rose from 46 per cent of net sales in 2005 to 59 per cent in 2024, and stood at 56 per cent at BİM Turkey in the first quarter of 2026. At File, which carries a wider range, the same ratio is 31 per cent. Where formats differ, shares are not compared directly.
The right reading is by category. If total share rises but the growth comes only from low-margin staples, profitability does not rise at the same pace. Own-brand share of sales is therefore set against its share of gross profit: if the gross profit share is larger, private label is adding margin to the category; if smaller, it is a cost carried for price perception.
There is no single sourced answer to what the share should be. The target is set by format and category role and tracked every quarter in the same category and store cluster. A sudden fall in share usually comes from own-brand products missing from the shelf; in that case on-shelf availability is checked first.
| Context | Value | Note |
|---|---|---|
| BİM Turkey, own-brand share of net sales | 56% | Q1 2026, BİM interim report |
| File, same ratio | 31% | Q1 2026, BİM interim report |
| BİM, historical trend | 46% (2005) → 59% (2024) | BİM 2024 integrated annual report |
| Retailer brands in Turkish household FMCG spend | ₺22 of every ₺100 | Q1 2026, Ipsos (via Mall Report) |
Where it misleads
- Calculating share by units: cheap own-brand products inflate unit share; share is calculated on value.
- Comparing different formats: a discount store's share and a wide-range supermarket's share are not read on the same scale.
- Mistaking sales share for profit share: own-brand share can rise while its gross profit share falls; track both side by side.
- Leaving out price-difference invoices: if own-brand cost is understated, its margin looks higher than it is.
Data you need
- POS sales line (excluding VAT, net of returns)
- Own-brand flag on the product master
- Category hierarchy
- Purchase and price-difference invoices (for the margin comparison)
Mindpera products that calculate this KPI
Mind Ops
Run audits and performance across your grocery branches from one place, with a set of more than 100 KPIs. Audits, reporting and camera event tracking meet on the same screen.
Mind Cost
The cost of what you buy for the shelf and the cost of what your bakery, deli and kitchen produce are calculated on the same model; in both, where the gap comes from is visible line by line.
Frequently asked questions
- How is private label share calculated?
- Own-brand net sales, excluding VAT and net of returns, are divided by total net sales and multiplied by 100. If ₺3,400,000 of a ₺12,500,000 category comes from own brands, the share is 27.2 per cent. The calculation is made on value; a unit-based calculation makes cheap own-brand products look larger than they are.
- How large is private label share in Turkey?
- It depends on the measure. According to the Ipsos Household Panel, retailer brands took ₺22 of every ₺100 Turkish households spent on fast-moving consumer goods in the first quarter of 2026. At chain level, own-brand products made up 56 per cent of net sales at BİM Turkey and 31 per cent at File (BİM Q1 2026 interim report).
- What should private label share be?
- There is no single sourced target; it is set by format and category role. The discount model runs on a high share, a wide-range supermarket on a lower one. The right question is not the size of the share but whether own brands' share of gross profit exceeds their share of sales. If it does, private label is adding margin to the category.