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Private Label Sales Surge Ahead of National Brands
Dive Brief:
- Private label sales have outpaced national brands, with a 4.4% increase in all outlets during the six months ending June 15. In comparison, national brands only saw a 1.1% growth, according to data from Circana cited in a report by the Private Label Manufacturers Association.
- Store brands have reached all-time highs for market share in units and dollars, at 23.2% and 21.2% respectively.
- Among the nine store brand sections tracked, refrigerated products, beverages, frozen items, and general food recorded the highest sales growth.
Dive Insight:
Store brands not only saw a 4% increase in sales growth but also a 0.4% uptick in unit sales during the first half of the year, while national brands experienced a 0.6% decline, according to PLMA’s findings.
“It’s exciting to see store brands continue on a strong trajectory this year,” said PLMA President Peggy Davies. “Shoppers are recognizing the unbeatable combination of quality, value, and innovation that store brands offer.”
Private Brands Performance by Category
Dollar and unit growth for nine sections for the 52 weeks ending June 15.
Store brand food categories have shown year-over-year increases in unit and dollar sales, while general merchandise store brands have faced declines in sales.
PLMA projects that store brand sales for 2025 will reach approximately $277 billion, a 2% increase from the previous year’s $271 billion.