Categories with the Most Momentum for Private Labels in LATAM by 2026

The growth of private labels in Latin America is no longer linear; it is strategic. While in the past it focused on low-value basic products, today data from NielsenIQ and Kantar show a shift towards categories with higher added value.

1. Basic Food Basket and Groceries (The Anchor)

It remains the main driver in volume. Products such as oils, rice, pasta, and legumes maintain a penetration greater than 35% in markets such as Mexico and Colombia. The key here is operational efficiency to maintain competitive prices against global brands.

2. Home Care (The "Game Changer")

This is the fastest-growing category in value over the last two years. Private label liquid detergents, fabric softeners, and surface cleaners have managed to match the perceived effectiveness of leading brands, gaining a permanent place in the shopping cart.

3. Health, Wellness, and "Premiumization"

This is the most profitable frontier. Leading retailers are expanding their private labels in:

• Specialized dairy products: Plant-based milks (almond, coconut) and Greek yogurts.
• Healthy Snacks: Nuts, cereal bars, and gluten-free options.
• Personal Care: Artisan soaps, moisturizing creams, and hair care with natural ingredients.

Why these categories?

The answer lies in transferred trust. Once consumers trust the retailer's private label for their basic food needs, the barrier to trying a beauty product or a food supplement from the same brand disappears.

For retail executives, the challenge now is not just to sell cheaper, but to manage a portfolio that accompanies the consumer at every moment of their life, from household cleaning to personal well-being.

Private label is already a strategic asset: it defines margin, loyalty, and differentiation on the shelf. The retailers that win in 2026 will be those who manage their portfolio as a value architecture (anchor + accelerators + premium), with consistent quality standards, shopper data, and impeccable execution by category.

Next step: perform a diagnostic of your private label (mix, perceived quality gaps, and critical suppliers) and prioritize 3 categories to capture value growth this semester.

Contact us and we will help you structure the diagnostic and a phased execution roadmap for your chain.

Sources:

• NielsenIQ (NIQ): Retail Growth & Private Label Trends Latin America Report.
• Kantar Worldpanel: Consumer Insights: The Rise of Private Labels in Emerging Markets.
• Alvarado M. Advisors Analysis: Internal Benchmarking on Regional Retail Performance 2026.