Between aggressive sales tactics, the pursuit of competitiveness, and premiumization, Private Label Brands* (PLBs) are undergoing a profound transformation in specialized organic retailers between 2024 and 2026. They are becoming central tools for differentiation, customer loyalty, and the democratization of organic products, as highlighted by [reference missing]. a large-scale survey by Bio Linéaires conducted for its issue July/August 2026 (No. 125). While some retailers are significantly expanding their product ranges to strengthen their shelf presence, others are choosing to streamline their offerings to prioritize profitability and sales efficiency. With a growing share of revenue, stricter requirements for recipe quality, more aggressive pricing, and an emphasis on French origin, strategies are diversifying and revealing new balances in the specialized organic sector.
Evolution of private label brands between 2024 and 2026
Between 2024 and 2026, the evolution of private label brands in the specialized organic network reveals differentiated strategies depending on the brands, oscillating between expansion and rationalization of the offer.
1 – Evolution of the number of references: divergent strategies
The number of private label products does not follow a uniform growth curve for all players. Brands like Marcel & Fils are experiencing strong growth, increasing from 336 products in 2024 to 537 in 2026. Naturalia is following a similar trend (278 in 2024 versus 325 in 2026). La Vie Claire maintains its leadership with a massive and stable catalog of 2,000 products. Conversely, Les Comptoirs de la Bio have significantly reduced their offering, from 336 references in 2024 to only 199 in 2026. Biocoop also shows a slight decline between 2025 (583) and 2026 (547).
2 – Share of private label products in the assortment: overall stability with one major exception
For most retailers, the market share held by private label products remains relatively stable or is growing slowly. Biocoop*, Les Comptoirs de la BioNaturalia and NaturéO maintain a private label assortment share of between 2,4% and 5,5% over the 2025-2026 period. La Vie Claire stands out clearly with an assortment share that jumps from 36,4% in 2025 to 42% in 2026. marcel&fils also doubles its shelf presence, going from 3% in 2024 to 6% in 2026.
3 – Share of turnover: a growing economic weight
Even when the number of product references stagnates or decreases, the economic weight of private label brands continues to strengthen, highlighting their strategic role: at La Vie Claire, private label brands are overwhelmingly dominant, generating 56% of total revenue in 2025 and 2026 (70% excluding fruits and vegetables). Marcel & Fils anticipates a significant increase in its private label sales…
Share of private label products in turnover and the assortment, Targeted product categories, price positioning, specificities and prospects according to the brands… The entire private label dossier in organic networks is in Bio Linéaires N°125 – available for purchase by issue.
Article written by Antoine Lemaire, Bio Linéaires
* In this survey conducted in May 2026, we only considered the six retailers offering their own brands: Biocoop (Biocoop brand), La Vie Claire (La Vie Claire, Ecoclaire, Vita Claire), Les Comptoirs de la Bio (La Sélection des Comptoirs, Mes Trésors Bio, Papilles du Monde), marcel&fils (marcel&fils, Aliment sain), Naturalia (Naturalia) and NaturéO (NaturéO).
