The market share of premium private label goods within the fast-moving consumer goods sector is growing globally. In Sweden, these market shares are relatively small, but new products are continuously introduced in different food categories. I study the effects of income, demand for organic products, the aggregated market share of different private label tiers, as well as the number of varieties available, on the market share of premium private label. Linear regression is used on cross-sectional data from 2018 regarding several retail categories and geographical divisions. I find some significant positive effects of food categories such as coffee and poultry. I also find evidence that there is a significant positive effect of the organic products market share, as well as the aggregated private label market shares. On the contrary, I find a significant negative effect of the number of varieties present, and I find no evidence of the effect of income on the premium private label share.