Private-label products continue to gain momentum as cost-conscious shoppers seek savings, according to an InMarket report.
Based on data from Oct. 1 to Dec. 31, 2025, 69% of consumers are purchasing more private-label and store-brand items to manage expenses. This is up from 54% in May.
The report found that store brands performed strongest in lower-differentiation categories - such as eggs, trail mixes/nuts, meat, and bottled water - where price often outweighs brand affinity.
Data showed a strong uptick in private-label milk spend throughout the year, with average spend, rising +68% from Q1 to Q4 2025.