Key Takeaways:
- In 2025, private label product sales in the US reached a record $282.8 billion, marking a 3.3% increase from the previous year, outpacing national brands.
- Consumers and retailers continue to show strong interest in store-brand products due to affordability concerns, with store-brand sales rising across various categories.
- Private label growth reflects a shift in consumer priorities towards value, quality, health, and sustainability, rather than just price, according to PLMA President Peggy Davies.
- Over the past five years, private label sales have increased by more than 30%, with dollar share growing from 19.1% to 21.3%.
Insights:
Private label sales saw significant growth in 2025, with the refrigerated department leading in dollar sales increase, followed by beverages, pet care, beauty, frozen, general food, and general merchandise.
Unit sales of private label products also rose, reaching a record 68.7 billion units, while national brand units declined. Pet care products led in unit sales growth, followed by liquor, beverages, refrigerated, and general food.
Higher-income consumers are increasingly turning to private label goods, even as they feel more confident about their financial security, indicating a broader appeal beyond price sensitivity.