Ninety percent of retailers said they planned to expand their own label ranges in the near future in a survey carried out by the Private Label Manufacturers Association.
The feedback from retailers across Europe, Asia and North America suggested development would focus on non-foods such as health and beauty items, petfood and household goods.
Where food ranges were to be expanded, the focus would be on health, convenience, regionality and speciality.
Fewer retailers planned to expand ethnic and organic own label than when the PLMA polled them in 2002, said Jeff Freeman of the PLMA Council.
He also told suppliers gathered at the PLMA tradeshow in Amsterdam this week that 40% of retailers planned to develop budget own label ranges. Half said they wanted to develop new added value products.
The PLMA report, which will be published later this year, also points to the fact that retailers rather than manufacturers are driving NPD on own label.
It says 55% of retailers decide on a product they want to add to their own label range and then find a supplier for it.
Only 6% of retailers launch products in response to approaches from suppliers.
The survey also established that manufacturers rather than retailers foot the bill for own label NPD. The survey suggests that in 40% of cases, the supplier pays and in 37% of cases the costs are shared. In 25% of cases the retailer pays.
One question asked by the PLMA was how suppliers could do better. Lack of innovation, lack of marketing support and quality were the main bugbears.