Retailers across Europe are planning to increase the penetration of own label across most grocery categories, according to a new survey from the Private Label Manufacturers' Association. The survey, which will be published later this year, involved 165 executives from the buying, category management, product development and marketing departments of retailers across Europe. Nine out of 10 said they plan to extend their private label programme in the near future, with health and beauty, confectionery, frozen and household/kitchen categories topping the priority list. Retailers with overseas operations said private label played a critical part in helping them establish a brand identity in a new marketplace, with value added lines, non food, bio and nature'and budget lines offering the most potential for growth. {{NEWS }}