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Using any of the industry statistics below is an impactful way to show consumers the positive attributes of store brands. Whether its a private brand fact, or consumer statistic on store brands, using a simple line below can help deliver a powerful message to your shoppers on why to shop store brands!
Store brand sales figures for 2025, as presented in PLMA’s 2026 Private Label Report, “Store Brands: A Bright Beacon In U.S. Retail Landscape, demonstrate the products' continuing popularity among consumers in all U.S. outlets.
One of every four food and non-food grocery products purchased is a store brand that was supplied by a private label manufacturer. For a majority of shoppers, store brands represent quality and performance as good as or better than national brands while offering meaningful savings.
In 2025, total sales of store brands reached $282.8 billion -- an increase of $9 billion year-over-year and a new record -- across brick and mortar and online supermarkets, drug chains, and mass merchandisers. Total sales of store brand units were up almost half a billion to 68.7 billion, also a record.
Store brands set all-time highs in both market share metrics, moving up to 21.3% in dollar share and up to 23.5% in unit share for the period from December 29, 2024, to December 28, 2025, per Circana Unify+, PLMA's exclusive provider of sales data.
Store brand dollar sales increased almost three times the rate of national brands as the products surged 3.3% compared to a gain of 1.2% for their branded counterparts. In unit sales, the head-to-head disparity was much the same. Store brands advanced 0.6% while national brands fell -0.6%.
Over the past five years, from 2021 to 2025, store brand annual dollar revenue increased by $64.8 billion, or plus 30%, and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced by 2.7 billion, or plus 4%, and unit share improved from 21.6% to 23.5% during the period.
Seven departments tracked by Circana had gains in store brand sales. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue for the 52 weeks ending December 28, followed by Beverages, +4.8%; Pet Care, +3.7%; Liquor, +3.6%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6% and General Merchandise, +0.9%.
In store brand unit sales gains, the best performance among departments was by far Pet Care, up 5.4%, followed by Liquor at +4.4%, then Beverages, +2.3%; Frozen, +0.9%; Refrigerated, + 0.7% and General Food, which was up +0.2%.