80% of the UAE’s population is aware of private labels. The UAE estimates a 15% market share for private labels by 2011, driven by the increasing penetration of organized retail and growth in consumers demanding higher quality at lower prices, leading to private label growth. Facing a 9.3% inflation rate, consumers are demanding more value for their money. Retailers are also increasing their share of private labels to boost margins and meet consumer demand for low prices everyday. Current penetration of private labels is estimated to be at 57% in the UAE.