Dive Brief:
- Private label sales increased 4.4% in all outlets during the six months ending June 15 compared to the same period last year, according to Circana data cited in a report the Private Label Manufacturers Association released on Tuesday. National brands, in comparison, only saw 1.1% growth.
- Store brands hit all-time highs for market share in units and dollars, at 23.2% and 21.2%, respectively, the association noted.
- Refrigerated products, followed by beverages, frozen items and general food, recorded the highest sales growth among the nine store brand sections tracked, the report noted.
Dive Insight:
Private brands not only outpaced national ones in sales growth, but also in volume. Store brands saw a modest 0.4% uptick in unit sales during the first half of the year, while national brands slipped 0.6%, according to PLMA’s findings.
“It’s exciting to see store brands continue on a strong trajectory this year,” PLMA President Peggy Davies said in an announcement. “Shoppers are clearly recognizing the unbeatable combination of quality, value, and innovation that store brands bring to the table.”
How private brands are performing by category
Store brand food categories recorded year-over-year increases in unit and dollar sales for the 52 weeks ending in mid-June, the report noted. Meanwhile, general merchandise store brands have struggled, with year-over-year declines in unit and dollar sales.
PLMA forecasts store brand sales for 2025 will approach $277 billion, up approximately 2% from the $271 billion recorded last year.
