Ahold Delhaize's private brands captured nearly 40% of total food sales last year. Nearly 40% of total food sales last year marks a profound shift in consumer preference and retail strategy. Retailer-owned brands are now core business drivers, with consumers increasingly choosing them over national alternatives.

Ahold Delhaize's private brands are rapidly expanding and outperforming national brands. Yet, the market often dismisses private labels as secondary or budget options. The market's perception of private labels as secondary or budget options poses a strategic hurdle for retailers striving to elevate their own brands.

Ahold Delhaize USA is poised to solidify its market leadership through this private label strategy. Competitors must accelerate their own-brand initiatives or risk significant market share loss to agile rivals.

Do Ahold Delhaize's Private Brands Outperform?

  • In 2025, Ahold Delhaize's private brands reached nearly 40% of total food sales, with the U.S. introducing 1,100 new items focused on healthier and ready-to-eat options, according to Fooddive.
  • Ahold Delhaize USA's private brands are outperforming the rest of the store in both sales and volume, according to Fooddive.

Ahold Delhaize's private labels, reaching nearly 40% of total food sales and outperforming the rest of the store, confirm they are not merely alternatives. They are actively driving growth and setting new performance benchmarks within their stores. Ahold Delhaize's private labels actively driving growth and setting new performance benchmarks within their stores demonstrates a successful strategy where own brands become primary revenue generators. Retailers clinging to traditional national brand dominance risk ceding significant market share to agile competitors who strategically elevate their own labels.

Who Leads Ahold Delhaize's Own Brands?

Abby Cook's promotion to senior vice president of Own Brands in March underscores Ahold Delhaize USA's commitment to its private brand portfolio, which she now leads, according to Fooddive. Her appointment confirms private labels as a core growth engine.