For most shoppers, store brands represent quality and performance as good as or better than national brands while offering substantial savings. As a result, store brands have never been more popular.
One of every four food or non-food grocery products sold across the U.S. carries the retailer’s name or own brand and was supplied by a store brand manufacturer.
In 2024, store brand sales rose 3.9% while national brands gained 1%. Annual store brand dollar volume increased $9 billion to a record $271 billion for sales in all channels and formats.
Store brand dollar share came in at 20.7%, while unit share was 23.1%, also records. Taking a longer view, from 2021 to 2024 the annual dollar sales of store brands increased by $51.7 billion, or plus 23.6%.
The beat continues in 2025. Over the first 10 months store brands outpaced national brands in dollar and unit sales, according to Circana.
In dollar sales, store brands increased more than three times the rate of national brands, moving up 3.7% vs a gain of 1.1% for the brands. In unit sales, store brands outdistanced national brands, rising 0.3% compared to a decline of 0.7% for the brands.
PLMA projects store brand revenue in all outlets for 2025 will approach $280 billion, a new record.