Private Label Sales Hit Record $282.8 Billion in 2025

As consumers seek value among rising prices, U.S. sales of store brands/private label products increased 3.3% in 2025, by slightly more than $9 billion, to a record $282.8 billion in all outlets, compared to 2024, according to data released by the Private Label Manufacturers Assn. (PLMA).

That 3.3% increase was nearly three times the rate of national brands, which grew 1.2% for the 52 weeks ending Dec. 28, 2025. That according to Circana Unify+ data. Although food is the biggest category of private label, the data includes all store brand categories, including pet care, health & beauty and general merchandise.

“Store brands are outperforming national brands across the U.S., growing faster, expanding share and delivering record-setting sales results," said Peggy Davies, president of PLMA.

Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.

Among unit sales gains, the best performing department for 2025 was Pet Care, up 5.4%, followed by Liquor +4.4%; Beverages +2.3%; Frozen +0.9%; Refrigerated + 0.7% and General Food +0.2%.

In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages +4.8%; Pet Care +3.7%; Beauty +2.8%; Frozen +2.4%; General Food +1.6% and General Merchandise +0.9%.

Annual dollar sales of store brands has increased $64.8 billion, up 30%, over the past five years (2021 to 2025) and market share in dollars rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, up 4%, and unit share improved from 21.6% to a record 23.5% during the period.