Private labels have been growing on the market in recent years. This alone suggests that retailers are increasingly investing in the production of their own private labels because they bring them certain advantages. They provide them with greater control over the range of products, innovation and the opportunity for higher earnings. The work also covers the concept and definition of brand. Its origin, development through history, what it consists of, what it represents and how it relates to consumers. The brand is not only a visual aspect, but also has a much deeper meaning, consumers are attached to them emotionally and rationally. The subject of the thesis are private labels and their development in the Republic of Croatia and the world. The objectives of the work are the research and analysis of consumer preferences about private labels. Their current opinion, knowledge and buying habits. What is important to consumers in choosing private labels, assessing which factors will influence development in the future and which challenges they will face. The research in the paper indicates a significant increase in the market share of private labels in the leading countries. It explains the advantages for retailers and consumers of branded products. Consumers are becoming more and more aware of their quality and affordable prices, that is, they believe that they offer competitive quality at lower prices. It is emphasized that private labels play a key role in modern business dynamics, enabling retailers to establish a strong identity and competitive advantage. After the conducted research, it was concluded that the future of the development of private brands will depend on various factors. Among the more important ones are consumer preference, economic stability, sustainable development and technological progress and digitization.