This paper provides an assessment of private labels from the perspective of Latin America, and specifically from the six leading economies of Latin America: Argentina, Brazil, Chile, Colombia, Mexico and Peru, as a response to the following questions received from ESOMAR regarding private labels in Latin America: -What is the role of private labels in your region and how has it changed in the past five years?-What are the factors influencing this change?-What are the characteristics impacting private label spending? -What sectors/categories have been more/less affected by the role of private label?-Are there sectors/categories where brands are impervious to the presence of private label? -What are your predictions of the future role of Private Labels? -Are Private Labels the brands of tomorrow? -What is the future of brands that we know today?