Private-label sales dominate at retail

Unit sales for store brands post a 0.4% increase for the first half of 2025, while national brands fall 0.6%.

For the six months ending June 15, 2025, private-label dollar sales increased 4.4% in all outlets versus the same period last year, compared to a 1.1% gain for national brands, according to Circana data provided exclusively to PLMA. In unit sales, store brands posted a 0.4% increase, while national brands fell 0.6%.

“It’s exciting to see store brands continue on a strong trajectory this year,” said PLMA President Peggy Davies. “Shoppers are clearly recognizing the unbeatable combination of quality, value, and innovation that store brands bring to the table.”

Overall, store brand market share for the first half of the year increased to 21.2% for dollars and 23.2% for units, both all-time highs.

Looking at departments, store brand dollar sales for the 52 weeks ending June 15 increased in seven of nine sections, led by Refrigerated, which was up 13%. Sales also went up for Frozen (+3.8%) and General Food (+2.5%). General Merchandise (-0.4%) and Health (-0.1%) were down.

In unit sales, store brands were ahead in all but one department, including Frozen (+2.1%), Refrigerated (+1.3%) and General Food (+1.2%). Only General Merchandise (-2.5%) was off.

PLMA projects total store brand sales for 2025 will approach $277 billion; in 2024, the figure was $271 billion, a record.

“Now is the time to lean in,” Davies said, adding that PLMA strongly encourages participation in PLMA’s Private Label Trade Show in November, as well as its online and in-person programs - like PLMA Live presents Lunch and Learn, the Executive Education curriculum, and its Mastering Enterprise Sales program. Registration is open for Executive Education and Mastering Enterprise Sales. Registration will open soon for PLMA's Meet the Retailers online speaker series. In October, speakers include Subject Matter Experts from AWG, Misfits Market and Thrive Market, with more to come.

“And with Store Brands Month coming again this January and the 2026 Leadership Conference in Bentonville on the horizon, the opportunities to connect, learn, and lead have never been more essential,” Davies said.

Source: PLMA