Private labels have long been more than just a low-cost alternative. They are evolving into standalone brands with clear positioning and strong innovative capabilities. One example is Balea: the private label of dm, one of Europe’s largest drugstore chains. In Porsche Consulting’s latest analysis, cited by Handelsblatt, Balea is described as a “category-defining outlier.”
The shift is particularly evident in innovation. In consumers’ perception, Balea now ranks directly behind established brands such as Nivea, Garnier, and L’Oréal Paris. Porsche Consulting’s analysis highlights a key trend in the consumer goods market: private labels no longer compete on price alone. Innovation, a distinct brand identity, and relevance to consumers have become critical success factors. As a result, established manufacturers face growing pressure to bring innovations to market more quickly and consistently.
The latest Porsche Consulting analysis explains how Balea became a benchmark for the industry and the factors driving its success.