Store brands grew 3.7% while national brands lagged at 1.1%, widening the value gap for inflation-hit shoppers.

Private label brands are no longer just the cheaper alternatives sitting on store shelves. They've evolved into strategic assets that build customer loyalty, boost retailer margins, and increasingly compete with national brands on quality and design, not just price.

Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.

Private labels ate into national brands’ share in 2024: That reflects a continued trend as store brand unit sales have risen 2.3% since 2021, while national brands have declined 6.8%.

Fifty-eight percent of US households are “extremely concerned” about inflation: While grocery price growth has normalized, the rapid increases over the past few years continue to influence shopping behaviors.

PepsiCo and Conagra temper outlooks as they struggle with consumers’ shrinkflation concerns: Sales volumes for both companies fell as private labels capture record dollar and unit share.

Private labels are narrowing the gap with national brands: Nearly five in 10 shoppers prefer store brands due to quality and variety.

Private label products give retailers more control over sourcing, manufacturing, and pricing, which they can use to offer items for lower costs, encouraging consumers to try new products, leading to lifelong brand ambassadors who will swear by your brand. Here’s how Target, Walmart, and Costco are labeling up.

Private label brands have taken on increasing importance in retailers’ arsenals on the heels of positive consumer sentiment. This report looks at how retailers can use store brands to bolster their product assortment and thus increase their margins.