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The success of private labels (PLs) has been growing over the past decades, especially in the fast-moving consumer goods (FMCG) sector. As a result, studies to identify factors of PL success in FMCG have greatly multiplied over time. However, since the development of PLs in non-FMCG is a recent phenomenon, substantially less work has been undertaken on finding drivers of PL success in this industry. Therefore, this thesis focuses on explaining factors that influence PL success in non-FMCG and how they differ from explaining success in FMCG. The conceptual framework consists of three consumer characteristics (PL risk, price consciousness and quality consciousness) to see how they influence PL purchase intentions. Two moderators are included in the model too: hedonic versus utilitarian product categories and FMCG versus non-FMCG. The data for this research is collected through an online experiment in Flanders and analysed through a regression analysis. The findings of this research suggest that all three consumer characteristics play an important role in determining PL purchase intentions for non-FMCG. On the contrary, these are not important factors (anymore) for FMCG as PLs are probably matured in this industry. Finally, when consumers are quality conscious, PL purchase intentions decrease in utilitarian product categories.