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CHICAGO—The Private Label Manufacturers Association (PLMA) has declared January 2025 its inaugural Store Brands Month. This new initiative aims to promote the quality, value, and excellence of store brands directly to consumers.
The month-long program is a partnership between retailers and manufacturers that highlights the positive attributes of store brands—including value, digital convenience, ethical considerations, innovation, and budget awareness—across all product categories in physical stores and online platforms.
"The time is right to bring greater visibility among consumers to our thriving industry," said PLMA President Peggy Davies at "The Store Brands Phenomenon 2024—Empowering the Retail Industry" trade show, which concluded today after a sold-out, record-breaking run. "By coming together with our partners during a month-long campaign, we have an opportunity to further expand the presence and strength of the largest CPG brand in the store: private brands."
Retailers nationwide have voiced strong support for the initiative, which is planned to become an annual event. Pam Ofri, Director of Product Development and Operations for Own Brands at Wakefern Food Corp., said Store Brands Month will help promote and celebrate Wakefern's Own Brands portfolio, which includes over 5,000 products under the Bowl & Basket, Wholesome Pantry, and Paperbird labels.
"Store Brands Month provides an amazing opportunity to elevate the conversation around store brands and encourage more shoppers to explore these valuable options," Ofri said.
Many large national retailers have signed on to support the campaign. Participating retailers will develop promotional strategies and execute them in-store and through various digital and social media platforms.
Annual sales of store brands have risen by 41% over the past five years, and PLMA projects that sales in 2024 will surpass a quarter trillion dollars, setting a record for annual revenue. Store brands are now ubiquitous in the U.S. grocery space, with one in every four products sold bearing the store's name or brand.
To support the initiative, PLMA is providing a Store Brands Month toolkit for retailers. Manufacturers, brokers, and supplier members can access their own toolkits and additional information through the members-only portal on PLMA.com.
