NEW YORK (July 22, 2025) - For the six months ending June 15, private label dollar sales increased 4.4% in all outlets vs the same period last year, compared to an only 1.1% gain for national brands, according to Circana data provided exclusively to PLMA. In unit sales, store brands posted a 0.4% increase, while national brands fell 0.6%.
“It’s exciting to see store brands continue on a strong trajectory this year,” said PLMA President Peggy Davies. “Shoppers are clearly recognizing the unbeatable combination of quality, value, and innovation that store brands bring to the table.”
Overall, store brand market share for the first half of the year increased to 21.2% for dollars and 23.2% for units, both all-time highs.
Looking at departments, store brand dollar sales for the 52 weeks ending June 15 increased in seven of nine sections, led by Refrigerated, which was up 13%, followed by Beverages, (+4.8%), Frozen (+3.8%), General Food (+2.5%), Pet Care (+2%), Home Care (+1.4%), and Beauty (+1.1%). General Merchandise (-0.4%) and Health (-0.1%) were down.
In unit sales, store brands were ahead in all but one department, with Beverages (+4.2%) showing the way, followed by Home Care (+3.4%), Pet Care (+3.3%), Frozen (+2.1%), Refrigerated (+1.3%), General Food (+1.2%), Beauty (+0.4%), and Health (+0.3%). Only General Merchandise (-2.5%) was off.
PLMA projects total store brand sales for 2025 will approach $277 billion; in 2024, the figure was $271 billion, a record.
“Now is the time to lean in,” Davies said, adding that PLMA strongly encourages participation in PLMA’s Private Label Trade Show in November, as well as its online and in-person programs - like PLMA Live! presents Lunch and Learn, the Executive Education curriculum, and its unique Mastering Enterprise Sales program. Registration is now open for Executive Education and Mastering Enterprise Sales. Registration will open soon for PLMA's Meet the Retailers online speaker series. In October, speakers include Subject Matter Experts from AWG, Misfits Market and Thrive Market, with more to come.
“And with Store Brands Month coming again this January and the 2026 Leadership Conference in Bentonville on the horizon, the opportunities to connect, learn, and lead have never been more essential,” Davies said.
CLICK HERE to watch the PLMA Live! news report about First Half 2025 sales trends.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 5,200 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. An advocate for the industry, PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country's grocery shoppers. The month-long event focuses on increasing consumer attention to the quality, value and innovation of store brand products across all categories within brick and mortar and online retail formats. For more information, visit plma.com, plmainternational.com, and follow PLMA:
