National brands are those owned by companies and widely available in most supermarkets across a country. They can be brands of the company itself, like Danone, or brands of specific products, such as Nutella. Interestingly, many of these national brands actually have an international reach. The term “national brand” gained popularity to distinguish them from store brands. Comparisons are made annually between national brands and store brands. The market share of national brands is gradually decreasing relative to store brands, now representing approximately 65% ​​of sales in supermarkets and hypermarkets. However, this distribution varies considerably depending on the product category.