Private Labels (PL s) products blunts as being one of the main tools for retailers to grow and to foment their profits. In developed countries such as France and the US, they already represent 36 percent and 20 percent of the total grocery retail sales respectively. In Brazil, this percentage still does not exceed 7 percent. The purpose of this study is to undertake a comparative analysis between the Brazilian and French PL markets verifying their similarities and differences to outline the possible future perspectives for this segment in Brazil. The French retail market has been selected because of the maturity of its market concerning PLs and due to the two main Brazilian grocery retailers being controlled directly or indirectly by French companies. The literature on this topic in Brazil is still limited and, in it s majority is focused on the industry-retail relationship, with a few references to international markets as it is proposed in this study (Brito et al., 2004). From data collected in personal interviews with top managers of the main Brazilian and French grocery retailers which represent 85 percent and 75 percent of PL s total sales in their markets, an overview of the Brazilian market and a comparison between the two markets has been built. Subsequently, based on the analised data, possible Brazilian PL market scenarios have been outlined. The results show that the Brazilian market is still underdeveloped when compared to the French one due to the Brazilian market History and to the high involvment with brands by Brazilian consumers. The perspective concerning the Brazilian market in the near future is to professionalize itself, with an increase in consumer acceptance and to develop new product categories in the medium and long term.