Key stat: 84% of US adults believe private label foods are more affordable, according to an August 2024 survey from Ipsos. Nearly as many say private label quality is just as good as, or better than, name brands.

Beyond the chart:

• Private labels make up nearly a quarter (23.8%) of total grocery units sold, according to July 2024 data from Numerator.
• While Aldi is the No. 1 private label retailer in the US, with private label representing 80% of its total units sold, Kroger’s Smart Way is the fastest-growing private label, increasing its unit volume 135% YoY, per Numerator.

Use this chart: Marketers and retailers can use this chart to illustrate the potential for private labels to capture more market share and emphasize that national brands must stay competitive on pricing and quality.

Related EMARKETER reports:

• US CPG Industry Ad Spending 2024 (Subscription required)
• US Ecommerce Forecast 2024(Subscription required)

Methodology: Data is from the October 2024 Ipsos report titled "What the Future: Food." 1,120 US adults were surveyed during August 29-30, 2024.