Private Label Product Sales Reach New Heights in 2025
In a recent report by the Private Label Manufacturers Association, it was revealed that private label product sales in the United States experienced a significant increase of 3.3% in 2025, reaching a record high of $282.8 billion. This growth outpaced national brands, which saw a more modest increase of 1.2% during the same period.
The surge in private label sales can be attributed to a strong consumer and retailer interest in store-brand products, driven by concerns over affordability. This trend reflects a shift in consumer priorities, with retailer-owned brands now competing on value, quality, health, and sustainability in addition to price.
Across various categories, store-brand sales saw growth in 2025, with the refrigerated department leading the way with a 6% increase in dollar sales. Beverages followed closely behind with a 5% increase, while pet care, beauty, frozen foods, general food, and general merchandise also experienced growth in sales.
In terms of unit sales, private label products saw a rise of approximately 430 million units in 2025, reaching a total of 68.7 billion units. In contrast, national brand units declined by 0.6% during the same period. Pet care products were particularly popular among private label goods, with a 5.4% increase in unit sales.
Over the past five years, private label sales have increased by more than 30%, with dollar share growing from 19.1% to 21.3%. Unit sales of store-brand products also saw a significant increase, rising over 4% and capturing a unit share of 23.5%.
The appeal of private label goods has grown among consumers facing economic uncertainties, with even higher-income shoppers showing a preference for store-brand products. This shift in consumer behavior is evident in a survey conducted by management consulting firm Alvarez & Marsal, which found that consumers with household incomes over $100,000 are increasingly purchasing private label groceries despite feeling financially secure.
Overall, the rise of private label product sales in 2025 reflects a changing consumer landscape, where value, quality, and sustainability are becoming key factors in purchasing decisions. As store-brand products continue to gain popularity, retailers have the opportunity to capitalize on this trend and offer consumers a wider range of affordable and high-quality options.