The Russian private label (PL) market is demonstrating steady growth, but the strategies of major players are undergoing significant changes. According to the analytical agency NTech, in 2025, the number of private labels among the nine leading retailers increased by 11.2% (year-on-year), reaching 418 units. At the same time, only a few retail chains were actively expanding their portfolios quantitatively. X5 Group became the undisputed leader in terms of growth rate, launching 19 new PLs (the total number reached 145 brands). In second place in terms of activity is the Lenta chain, which increased its portfolio by 6 brands (to 52 brands). A slight increase was also shown by Verny (from 4 to 5 brands), Dixy (from 3 to 4), and O'Key (from 1 to 2).

At the same time, a number of major players shifted from extensive growth to optimization. For instance, in 2025, the Magnit chain launched 2.2 times fewer new PLs compared to the previous year (13 launches versus 29), retaining its second place in the total number of brands (92 brands). Company representatives explained this by the revision of the portfolio strategy and the updating of existing brands to meet the needs of the target audience. The Metro and Auchan chains did not introduce a single new PL to the market last year. As Infoline experts note, many retailers focused on restructuring: optimizing overlapping budget lines in favor of umbrella brands.

The financial indicators of the market leaders confirm the effectiveness of the chosen strategies. The top 5 chains by PL sales volume at the end of 2025 included: X5 Group (848.3 billion rubles, +28.3% YoY growth), VkusVill (380.5 billion rubles, +9.7%), Magnit including the Dixy chain (238 billion rubles, +18.1%), Lenta (80.5 billion rubles, +13.7%), and Metro (40.5 billion rubles, +8.9%). According to analysts' forecasts, a surplus of production capacities may arise in the market this year, which is associated with increased competition and a local decrease in demand for PL products in certain categories.

The revision of the private label portfolio by the largest retail chains in the Russian Federation signifies a transition to a more balanced import strategy. For Asian contract manufacturing sites, the period of extensive filling of Russian shelves is being replaced by a stage of strict selection. Suppliers will have to compete in their ability to guarantee stable quality for enlarged batches of goods, which will inevitably lead to a reduction in the number of intermediaries and the formation of a pool of strategic OEM partners among leading retailers.