Private label market share is growing. Europe, long held to be near saturation in private label share, is showing surprising strength. Eastern Europe's private label share has grown to almost 1 in every 5 dollars spent in food stores for private label, and South America and Asia are showing unexpected strength. The issue is to what extent branded manufacturers can expect private label to grow within a country. This article investigates the relationship between private label penetration within a country and various macroeconomic/environmental variables. The most significant variable was the level of retail concentration followed by the level of social and economic development.