Private Label Sales Set to Surpass $277B in 2025

Store Brands Lead Retail Growth in 2025

Private brands continue to outperform national labels across the board, with private label sales expected to hit $277 billion this year.

According to the Private Label Manufacturers Association (PLMA), store-brand sales rose 4.4% year over year in early 2025. In contrast, national brands increased by just 1.1% over the same period. This gap highlights the growing consumer preference for affordability and quality in store-brand offerings.

Unit sales tell a similar story. While store brands saw a 0.4% increase, national brands dropped 0.6%.

Market Share Reaches All-Time High

Store brands also hit record market shares. For the first half of 2025, they captured 21.2% of total dollar sales. They also took 23.2% of unit sales—an all-time high, signaling increased trust and interest from shoppers.

PLMA President Peggy Davies said, “Shoppers recognize the unbeatable value, quality, and innovation that store brands offer.”

That combination of factors is pushing more consumers to choose private labels for everyday purchases.

Refrigerated, Beverage, and Frozen Lead the Surge

Private label growth isn’t limited to one area. Seven out of nine categories posted solid gains in dollar sales.

• Refrigerated items soared 13% year over year.
• Beverages climbed 4.8%.
• Frozen products increased 3.8%.
• General food rose 2.5%.
• Pet care gained 2%.
• Home care added 1.4%.
• Beauty edged up 1.1%.

Only general merchandise and health declined slightly, dropping 0.4% and 0.1% respectively.

Broad Unit Sales Growth Across Categories

Most categories also experienced unit sales increases:

• Beverages were up 4.2%.
• Home care rose 3.4%.
• Pet care climbed 3.3%.
• Frozen gained 2.1%.
• Refrigerated edged up 1.3%.
• General food increased 1.2%.
• Beauty grew 0.4%.
• Health improved 0.3%.

General merchandise was the only category with a drop, falling 2.5% in units sold.

Consumers Choose Store Brands More Than Ever

This sharp growth in private label sales reflects how consumers continue shifting toward store brands for quality and savings.

The increase isn’t accidental—it shows a deeper loyalty to brands that deliver value. Retailers that invest in strong private-label programs now position themselves for long-term growth.

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