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Business of Food & Beverage

Private Label Sales Rose 3.9% in 2024, Outpacing National Brands

Jan. 20, 2025

Store brand products in all categories hit a record $271 billion in sales last year.

Sales of store brand products rose 3.9% last year, outpacing the 1% growth by national brands, according to Private Label Manufacturers Assn.’s data from Circana.

Private label product sales in all categories increased $9 billion to a record $271 billion in all outlets from Jan. 8-Dec. 29, 2024, versus the same period in 2023. Over the past four years, annual store brand dollar sales have increased by more than $51 billion, a 23.6% gain. In addition, since 2021, store brand unit sales rose 2.3%, while national brands fell 6.8%, according to PLMA.

All 10 food and nonedible departments that Circana tracks showed store brand dollar growth over the year before. Refrigerated (+7.5%), General Food (+4.3%) and Beverages (+4%) had some of the highest dollar sales growth. In unit sales growth, the top departments were Beverages (+3.5%), Pet Care (+3.5%) and Home Care (+3.3%).

PLMA also reported its 2024 Private Label Trade Show, held in suburban Chicago in November, closed with a record number of attendees -- 14,000 retailers, visitors, exhibitors and others from the store brand and retailing industries attended. It included 1,821 exhibitors from 60 countries, including 700 first-time exhibitors.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.