NEW YORK — U.S. sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to PLMA’s just-released Circana Unify+ data.
Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending December 28, 2025.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share, and delivering record-setting sales results,” said Peggy Davies, PLMA's president.
Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.
In store brand unit sales gains, the best performing department for 2025 was Pet Care, up 5.4%, followed by Liquor +4.4%; Beverages, +2.3%; Frozen, +0.9%; Refrigerated, + 0.7% and General Food, +0.2%.
In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages, +4.8%; Pet Care, +3.7%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6% and General Merchandise, +0.9%.
Annual dollar sales of store brands increased $64.8 billion, or plus 30%, over the past five years - from 2021 to 2025 - and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, or plus 4%, and unit share improved from 21.6% to a record 23.5% during the period.
"Private label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health, and sustainability, not just price," said Davies.
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