The Private Label emerges as an important strategic tool for retail growth and increased profits. However, the share of Private Label in Brazil still very small compared to other countries. Thus, the aim of this study is to identify how consumers from Rio de Janeiro perceive Private Label products. For this, a survey was conducted of data with consumers who had purchased or consumed any Private Label products, it should be noted that these data were treated in a quantitative manner. Thus it was possible to understand the consumer perception regarding Private Label products.