Frozen prepared meals lead the increase in the share of private brands on the Internet. In January-September 2026, this figure more than doubled from 12.8% to 28.5% (data from N - Data Factory). The category was ahead of baked beans (+9.3 pp), pasteurized milk (+5.5 pp) and children's marmalade (+5 pp) in growth rates. At the same time, in absolute terms, it is inferior to the same baked beans (30.5%) and another fast-growing category - frozen fruits and vegetables (66.6%). The reasons for the dynamics: technological development of the industry - shock freezing and cooking can be programmed in a special way; Rethinking the value of private brands and moving from their extensive growth to premium and building full chain brands; The desire of retailers to take stock in basic categories with high quality requirements, incl. in the online channel. FMCG reporting on Telegram | up to MAX.

Frozen prepared meals lead the increase in the share of private brands on the Internet. In January-September 2026, this figure more than doubled from 12.8% to 28.5% (data from N - Data Factory). The category was ahead of baked beans (+9.3 pp), pasteurized milk (+5.5 pp) and children's marmalade (+5 pp) in growth rates. At the same time, in absolute terms, it is inferior to the same baked beans (30.5%) and another fast-growing category - frozen fruits and vegetables (66.6%). The reasons for the dynamics: technological development of the industry - shock freezing and cooking can be programmed in a special way; Rethinking the value of private brands and moving from their extensive growth to premium and building full chain brands; The desire of retailers to take stock in basic categories with high quality requirements, incl. in the online channel. FMCG reporting on Telegram | up to MAX.