Share of quality labels in retail rises to 25.4%

Sustainability labels continue to gain ground in supermarkets. Growth once again exceeds that of the total food market. As a result, labels are moving further toward the center of the shelf. For producers and suppliers, this means certification is increasingly becoming a baseline requirement. In several categories, the share of labeled products is already so high that it is approaching the norm. At the same time, there is still room for growth and positioning in other product groups.

Revenue rises to nearly €10 billion

Revenue from labels reaches nearly €10 billion in 2025. This represents an increase of over €450 million. Growth stands at 5.1%, compared to 3.2% for total food revenue. The share of revenue rises from 25.0% to 25.4%. This means more than a quarter of supermarket spending goes to products with a label.

Organic remains the fastest grower

The organic label once again shows the strongest growth. Revenue increases by 9.8%, adding €128 million. This makes organic the fastest-growing segment for the second consecutive year. In 2024, growth was still at 7.9%.

The Beter Leven label follows with growth of 4.3% and an increase of €176 million. MSC grows by 4.0%, while ASC shows a decline of 1.3%.

Labels often already the standard

In several categories, a label has become almost standard. Fresh pork reaches 98.5%. Chicken stands at 94.3%, and eggs at 86.1%. Frozen fish carries an MSC or ASC label in 98.2% of cases.

At category level, eggs have the highest share of labeled revenue at 86.1%. Fish follows at 83.6%, then meat and processed meat at 65.2%. In dairy, fresh produce, and bread, shares are lower, at 21.2%, 17.3%, and 3.9% respectively. Other food grows to 15.4% and still offers room for further development.

Monitorkeurmerkenretail.nl