Research: US Private label sales reach record high in 2025

Private label sales continued to set record numbers and outpace national brand sales in 2025, according to research from the Private Label Manufacturers Association (PLMA) and market research firm Circana.

Dollar sales for private label products increased 3.3% to an all-time high of $282.8 billion over the 52-week period ended on Dec. 28, 2025. Comparatively, national brand sales grew 1.2% during the same timeframe.

Unit sales among private label brands additionally grew 0.6%, while national brand unit volume fell 0.6%, according to the research.

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

Private label dollar sales rose the most within the refrigerated category, up 6.1%, followed by increases in the beverage (4.8%), frozen (2.4%) and general food (1.6%) categories.

Over the five years from 2021-25, private label dollar sales increased $64.8 billion, or 30%, and dollar share increased to 21.3% from 19.1%, signalling continued momentum for private label offerings.

“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,” Davies said. 

Read more: Private label sales reach record high | Food Business News

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