PLMA: Store brands' unit sales outperform in first half of 2026

NEW YORK – Store brands outperformed national brands in unit sales growth in the first half of 2026, according to a midyear report released today by the Private Label Manufacturers Association (PLMA).

Unit sales are “the industry’s most-important metric,” PLMA said, and represent a more revealing yardstick than dollar sales due to the varying impact of tariff policies and national brand pricing practices.

Private label has outpaced national brands’ unit trend over the past five years, though store brands’ dollar share momentum has softened of late.

Over the six months ending June 14, store-brand unit sales were up 0.2% year on year, while national-brand unit sales declined 0.5%, lifting store brands’ market share to a record 23.8%, PLMA said, citing Circana data.

An Acosta report from April concluded that private-brand share increases were most evident in the club and value grocery channels but had lost ground elsewhere.

In dollar terms, national brands have a 76% share over the past five years, lead in household penetration in most departments, and drive higher spending per trip than private label, according to Acosta.

Unit sales indicate the sum of products sold, while dollar sales represent the total revenue generated by products.

Store-brand unit sales are performing well across food and nonfood categories throughout the store, PLMA said. In 166 food categories where store brands are sold, 52% experienced private-label unit growth in the 52 weeks to mid-June. In 164 nonfood categories where the products are available, 39% recorded private-label unit growth.

Pet care was the clear leader in store-brand unit growth, up 4.8%, PLMA said. In beverages, store brands’ share increased 1.8%. In refrigerated, store brands upped their market share by1.5% in the period.

“The disconnect between unit sales and dollar sales reflects, in part, fluctuating national brand pricing. While some brands are lowering prices to regain consumers who have shifted to private label, others are increasing prices to offset higher fuel, raw material, ingredient, and supply chain costs," said Peggy Davies, PLMA’s president. 

 Added Davies, "Unit sales remain the best measure of consumer choice, and Circana's midyear results – including a record 23.8% unit market share for store brands – underscore the continued strength and growing appeal of private label."