Joel Rampoldt, Lidl US, predicted the gap in private label prevalence between the U.S. and Europe will narrow. There's work to be done, of course, but there are signs our store brands are competing well on the world stage.

Take share growth. Over the past two years, when compared with Europe's top seventeen private label markets, American store brands in all outlets ranked 6th in dollar share increase, at plus 0.8 points to 21.3%; and 9th in unit share gain, up 0.9 points to 23.5%.

The new year brings fresh opportunities for private brands to improve its position at home and in the global community. As we move through the celebration of Store Brands Month, I’m grateful for our partnership and excited for what we’ll accomplish together in 2026.