Private label accounts for about a quarter of the food that is sold through modern food retail outlets worldwide. However, each submarket (one product category in one country) has its own battle between brands and private label. A very rough calculation already points to over 100,000 different submarkets, each with its own dynamics. However, the growth of private-label only forms the starting point of this analysis. Whether private-label growth is an opportunity, a challenge, or perhaps both for an individual food supplier depends on the supplier's market position. Only by assessing the impact of private-label growth on the supply structure can the strategic implications for food processors be identified.