The aim of this paper is to explore the relationship between purchasing risk associated with private labels and consumer attitudes towards private labels in different product categories in the growth stage of the product life cycle. The first part of the paper is devoted to a brief literature review of the relevant constructs. The second part describes the research and summarizes its results. Descriptive research was conducted on the Croatian market relating to private labels in three different product categories in the growth stage of the product life cycle: liquid soap, chocolate and facial care products. The results confirm negative correlation between perceived risk and attitudes towards private labels in all analysed categories.