Research: US Private-label sales hit record $282.8B in 2025, outpacing national brands
- DRC Discount Retail Consulting GmbH
- 1 day ago
- 2 min read
Private-label retail sales in the United States reached a record $282.8 billion across all outlets in 2025, an increase of more than $9 billion from 2024, according to the Private Label Manufacturers Association, citing recently released Circana Unify+ data.
“Private-label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete — and win — on value, quality, health and sustainability, not just price," said Peggy Davies, president of PLMA.
Store-brand sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending Dec. 28, 2025.
PLMA said store-brand unit volume increased by 434.3 million to 68.7 billion, also setting a new record. That represents a 0.6% rise, while national brands declined 0.6%.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share and delivering record-setting sales results," said Davies.
From 2021 to 2025, PLMA reported that annual store-brand dollar sales increased $64.8 billion, or 30%, and dollar share rose from 19.1% to 21.3%. Annual unit sales advanced 2.7 billion, or 4 %, lifting unit share from 21.6% to a record 23.5%.
Store-brand unit sales gains in 2025 were led by:
Pet care, up 5.4%
Liquor, up 4.4%
Beverages, up 2.3%
Frozen, up 0.9%
Refrigerated, up 0.7%
General food, up 0.2%
In dollar sales, the refrigerated department expanded the most, gaining 6.1% in store-brand revenue, followed by beverages, which were up 4.8%.
Aldi dominates fastest-growing private-label list, click here to read the connected DRC blog.
Walmart and Sam’s Club were the big winners in the Private Label Manufacturers Association’s (PLMA) Salute to Excellence Awards program, earning 14 awards in the Food & Drink category.
The Salute to Excellence Awards recognize outstanding store brand products introduced over the past year. Several other grocers also earned multiple awards in the Food & Drink category, including Albertsons, Aldi, Lidl, United Natural Foods, Inc., Whole Foods, Southeastern Grocers, Giant Eagle, Sprouts Farmers Market, and Schnuck Markets.
PLMA also highlighted five trends reflected in the more than 800 submissions: products for babies, toddlers, and kids; food bowls; ethnic flavours; hot and cold beverages with unique flavours; and fruit-scented household goods.
