Marketing theory provides a lot of tools and methods for planning and analysis, but their practical use typically requires data that are not easily available, especially for small and medium enterprises (SMEs) operating on smaller local markets. In this study, we present a method that allows SMEs to simply estimate the size and growth trend of a local market in the Czech Republic defined by selected municipalities. The data about total consumer spending in 2011–2016 period were drawn from publicly available sources. We have created maps using the QGIS software with estimates of total consumer spending in all municipalities of the Czech Republic in 2016, total consumer spending in specific local market in 2016 and the average annual growth rate in consumer spending in 2011–2016 as well. It may serve as a guidance for SMEs about where the biggest opportunities and threats in the market size and growth are. The same method has been applied to part of South Bohemia region as a case study whose results could be used for estimation of the same figures about consumer spending.

This article describes the linking of different fairtrade programmes and certifications with retailers' own brands. The last two decades have seen a growing share of private labels in both retail and wholesale environments for several reasons. Reasons include difficult to predict socio-economic crises such as COVID 19, the political impact of the war in Ukraine, the current energy crisis and the economic crisis that took place between 2008 and 2012. It could be argued that these crises provide fertile ground for the development and growth of private label, with consumers looking for more cost-effective substitutes for mainstream branded products. However, this article will not look at the growth of private label share due to the crises, but rather at the linking of private labels in the case studies in relation to different fairtrade practices, programs or certifications. The aim of the paper is to analyse market trends at the level of the use of certified sustainable commodities in private label products.