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EMARKETER

Private labels go mainstream in everyday essentials

Article by Arielle Feger  |  Aug 11, 2025
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Private labels go mainstream in everyday essentials
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Consumer Behavior
Apparel & Accessories
Groceries & Consumer Products (CPG)
United States

Key stat: Over half (56%) of US adults commonly purchase private label grocery/food and beverage products, the most popular category of private label purchased, according to April 2025 data from First Insight.

Beyond the chart:

  • Private label dollar sales increased 4.4% YoY in H1 2025, according to the Private Label Manufacturers Association (PLMA).
  • Total store-brand sales for 2025 will reach $277 billion, according to PLMA projections.

Use this chart: Retail marketers should spotlight private label products in high-trust categories like food and cleaning supplies. For CPG brands, the trend signals growing competition—and an urgent need to differentiate on quality, sustainability, or innovation.

Related EMARKETER reports:

Methodology: Data is from the June 2025 First Insight report titled "The Quiet Takeover of Private Label." 1,267 US adults ages 18+ were surveyed online during April 2025. The sample was nationally representative.

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