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Dr. Constantin Greiner
Kiriakos Miskakis
STUDY
03 / 2026
Private Label Market Study Germany: Market Overview and Outlook
In this study, Munich Strategy, together with VDMA Sanitärtechnik und -design, examines how private labels are developing in the German sanitary market and what strategic implications arise for manufacturers. The analysis shows how market shares, competitive dynamics and cooperation models are evolving and what strategic options this creates for industrial companies.
The study highlights key market developments, analyzes the role of private labels across different product segments, and outlines strategic approaches manufacturers can use to strengthen their market position in an increasingly competitive environment. Particular attention is given to identifying growth areas and volume potential in the context of private labels and to assessing how manufacturers can strategically respond.
The study is based on extensive market analyses, evaluations of project and investment data and discussions with industry experts and market participants along the entire value chain. The analysis includes interviews with manufacturers, distributors, installers and industry associations and is complemented by comprehensive secondary data.
Private Labels Are Increasingly Shaping Competition
Private labels have long been established in the sanitary market and have achieved significant market shares in many product segments. They are gaining particular importance in price-driven segments and increasingly influence pricing structures, product assortments and competitive dynamics.
At the same time, however, the limits of many private label concepts are becoming visible. In some areas, competitive pressure is increasing, while price advantages and differentiation factors are partly diminishing. As a result, manufacturers are increasingly confronted with the strategic question of whether to cooperate more closely with private labels or to strengthen the differentiation of their own brands.
Between Cooperation and Differentiation: Strategic Options for Manufacturers
Against this backdrop, manufacturers face different strategic options when dealing with private labels. At the core is a fundamental strategic decision between cooperation (“play”) and stronger differentiation from private labels (“fight”).
Possible approaches include:
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cooperation with retailers, for example through exclusive product lines
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clear differentiation through the manufacturer’s own brand
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hybrid business models combining proprietary brands with private label production
Which strategy is most appropriate depends largely on the market segment, the company’s capabilities and its brand positioning. What matters most is a clear prioritization of growth areas and a robust assessment of the opportunities and risks associated with different strategic scenarios.
Market Growth Increasingly Driven by Competition
The study also shows that market conditions in the sanitary sector are currently stabilizing, although growth prospects remain limited. Future growth will increasingly result from gaining market share within the competitive landscape.
Manufacturers therefore need to create transparency regarding market, growth and volume potential and make clear strategic decisions in their approach to private labels. Successful strategies require not only a clear market positioning but also a feasible roadmap and the appropriate organizational capabilities.
Content (excerpt)
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Market structure and development of private labels in the sanitary market
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Market shares and competitive dynamics across key product segments
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Growth areas and volume potential in the context of private labels
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Success factors for private labels and manufacturer brands
- Strategic options between cooperation (“play”) and differentiation (“fight”)
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Munich Strategy is an international management consultancy focused on the building and construction materials industry, machinery and plant engineering and adjacent sectors. We develop growth and internationalization strategies for leading companies in these industries, support mergers & acquisitions and drive transformation programs.
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