In 2025, sustainability has demonstrated high resilience amidst global SKU rationalisation, remaining a key complementary feature for product development. In the last 12 months, 60% of all new products launched globally carried at least one sustainability claim. For private label products, that figure was even higher, at 63% – reflecting consumers’ preference for affordable but sustainable options, while signalling retailers’ evolving positioning as credible, value-driven and innovative competitors to national brands
Private label products are addressing the key barriers that have historically held consumers back from purchasing them.
The top three obstacles to sustainable purchasing remain higher prices (40%), unclear labelling (27%), and uncertainty about which claims to trust (25%)
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