Private Label Manufacturers Association
“I am excited to see a national grocer making it easier and more accessible for everyone to explore new, adventurous flavors and recipes, celebrating the joy of culinary exploration and fine eating.”
- Chef and TV personality Antonia Lofaso said of Albertsons’ new Chef’s Counter store brand line of marinated meats. Lofaso serves as the brand’s first ambassador.
Pizza mashups are creating excitement in the frozen food aisle. Take cheeseburger pizza from Lowes Foods. It’s made with a mozzarella-cheddar cheese blend, hamburger meat, fire roasted tomatoes and uncured bacon - on a French fry crust!
Natural cheese is the #1 edible category for store brand dollar sales, generating $9.8 billion for the 52 weeks ending March 23, 2025, vs. the same period the prior year, a 3.2% increase, according to PLMA’s Circana Unify+ data.
Dairy milk is the No. 2 category for store brand dollar sales, reaching $9.3 billion in sales for the same period, a 2.5% rise.
In other dairy categories, store brand yogurt sales jumped 14.3% to $1.2 billion; and butter/butter blends increased 10% to $2.5 billion.
Alkaline water has a higher pH than tap water and has several potential health advantages, including improved hydration and better acid-base balance. Among the many private label brands of alkaline water: BP’s Epic Goods, Aldi’s PurAqua and Safeway’s Signature Select Refreshe.
“As American shoppers become more discerning, retailers are responding by enhancing the quality of their private label ranges, striving to match the standards set by their European counterparts.”
- Hannah Cleland, Senior Consumer Analyst at GlobalData, a data and analytics company.
Premium private label now accounts for 40% of all private label spend, up 3.8 points since 2019. according to a Numerator report.
The report is based on verified purchase data and a March 2025 sentiment survey of over 21,000 private label buyers across 130+ brands in the CPG and General Merchandise sectors.
Among other results:
Retailers that launched new private label brands in 2024 are seeing traction with diversified offerings. As of March 2025, 12% of U.S. households have purchased Target’s Dealworthy brand (launched in February 2024), spending an average of $9. Similarly, 20.6% of U.S. households have purchased Walmart’s Bettergoods brand (launched in April 2024), spending an average of $16 on the brand.
Wegmans Food Markets partnered with Irving Consumer Products for its private label sustainable paper towels. Irving says it planted over one billion trees since 1957 and grows more wood than it harvests. “One Billion Trees Planted” is printed on the packaging. Sustainable bath tissue is also available.
“We’ve crafted a line that combines the trusted quality of the Best Choice brand with pet products designed to meet the needs of pets and their owners - without compromising on value.”
- Emily Detwiler, AWG Brands Vice President, said about the launch of Pure Wonder by Best Choice™, a new brand of pet products, including food and essentials for dogs, cats, and birds.
Albertsons Companies has unveiled a new limited-edition collection of lemon-inspired Own Brands products to celebrate the arrival of spring. Available through May 9, the line includes Overjoyed-brand lemon-flavored wafer rolls, mini cookies, sandwich sugar cookies; Signature Select lemon potato chips, lemon pepper cashews and raspberry lemon crispy rice treats; Soleil “Prickly Pear Lemon” sparkling water.