Research: Aldi USA dominates fastest-growing private-label list

Numerator, a consumer data and technology firm, has unveiled its 'Brands to Watch for 2026', spotlighting the fastest-growing CPG and private-label brands. Protein emerged as a key factor among both the rapidly expanding and well-established brands.

This year's list of fastest-growing brands underscores the increasing demand for protein. Two protein bar brands, Built Bar and Barebells, secured spots in the top 10, along with four healthier alternatives to traditional favorites: Bloom Nutrition, Drizzilicious, Goodles, and Boulder Canyon. Amos Sweets was the sole candy brand featured. Surfside and BuzzBallz also appeared in the rankings, indicating the online surge of the ready-to-drink alcohol sector.

Here are the official top 10 rankings:

1. Built Bar (Built Brands LLC)

2. Bloom Nutrition (Bloom Nu LLC)

3. Drizzilicious (Drizzilicious)

4. Amos Sweets (Amos Sweets Inc.)

5. Surfside (Stateside Brands)

6. Rosina (Rosina Food Products Inc.)

7. Goodles (Gooder Foods Inc.)

8. Boulder Canyon (Utz Brands Inc.)

9. Barebells (Vitamin Well LLC)

10.BuzzBallz (Sazerac Company Inc.)

Dairy was significant among well-established brands purchased by at least a quarter of U.S. consumers. Oikos, Fairlife, and Chobani all reached the top five, partly due to their emphasis on protein. Jolly Rancher, Red Bull, and Wonder also expanded their portfolios with new products and flavors, contributing to their growth.

Here is the official top 10 list:

1. Oikos (Danone North America)

2. Kinder’s (P.K. Kinder Co. Inc.)

3. Fairlife (The Coca-Cola Co.)

4. Chobani (Chobani LLC)

5. Jolly Rancher (The Hershey Co.)

6. NatureSweet (NatureSweet Ltd.)

7. La Banderita (Olé Mexican Foods Inc.)

8. Red Bull (Red Bull)

9. Driscoll’s (Driscoll’s Strawberry Associates Inc.)

10.Wonder (Flowers Foods Inc.)

Aldi led the fastest-growing private-label brands, with four making the top 10: Nature’s Nectar, Earthly Grains, Happy Harvest, and Fremont Fish Market. Target followed with two brands, Gigglescape and Dealworthy. Discount chains Family Dollar and Dollar Tree also featured in the top 10, highlighting the dominance of discounters in the fastest-growing private-label brands in the USA.

Here are the official rankings:

1. Gigglescape (Target)

2. Well Market (CVS)

3. Bettergoods (Walmart)

4. Dealworthy (Target)

5. Nature’s Nectar (Aldi)

6. Family Wellness (Family Dollar)

7. Earthly Grains (Aldi)

8. Happy Harvest (Aldi)

9. Fremont Fish Market (Aldi)

10.B Pure (Dollar Tree)