Discounters operating in Poland like Aldi, Lidl and Biedronka are the target of a proposed new bill to be put forward by the country’s PiS ruling party that would limit the amount of private label products allowed to be sold in stores.

Prime Minister Mateusz Morawiecki announced the outline measure on Saturday at the European Agricultural Forum in Jasionka. He said that the high levels of own-brand goods in many operators’ stores meant it was "extremely difficult to achieve a decent margin by Polish producers". The measures, if implemented, would allow greater prominence for Polish brands.

Morawiecki did not stipulate the preferred amount of own-brand assortment he envisioned, nor was any timeframe for legislation put forward.

According to, private label represents 19.6% of total market share, but at discounters this level is far higher. Aldi (88.6% in 2015), Lidl (an estimated 70%) and Biedronka (~41%) are by some margin the chains most exposed to any putative legislation,