Private Label Products [ EXTENDED ]

The growth of is currently outpacing national brands by nearly three times. While value and affordability remain the primary drivers, retailers are increasingly using "premiumization" to attract higher-income shoppers.

: While grocery is the largest sector, general merchandise categories like office supplies (42% share) and home & garden (35% share) see the highest private label penetration. PRIVATE LABEL PRODUCTS

Shoppers are no longer just "switching" to save money; they are "trading up" within the private label category. The growth of is currently outpacing national brands

The private label market has reached record heights as of 2026, with U.S. sales hitting . Once viewed as low-cost "generic" alternatives, these products—also known as store brands —now capture a 24% unit share of the total market. This shift is driven by a fading stigma; 72% of consumers now view store brands as strong alternatives to national brands, and many are unable to distinguish between the two based on quality alone. Market Performance & Trends Shoppers are no longer just "switching" to save