Store brand sales increase by $9B in 2025
PLMA’s Circana Unify+ data finds US sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets in 2025 compared to 2024.
Courtesy of the Private Label Manufacturers Association
US 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 the Private Label Manufacturers Association's 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 Dec. 28, 2025.
“Store brands are outperforming national brands across the US, growing faster, expanding share, and delivering record-setting sales results," said Peggy Davies, president of the PLMA.
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.
Dollar Sales |
FY 2025 |
FY 2024 |
% Change |
All Channels |
$1,328,777,419,205 |
$1,309,386,110,796 |
1.5% |
Store Brands |
$282,782,060,652 |
$273,768,476,119 |
3.3% |
National Brands |
$1,045,995,358,553 |
$1,035,617,634,677 |
1.2% |
Unit Sales |
FY 2025 |
FY 2024 |
% Change |
All Channels |
291,656,386,613 |
292,650,670,452 |
-0.4% |
Store Brands |
68,683,267,522 |
68,248,957,909 |
0.6% |
National Brands |
222,973,119,091 |
224,401,714,543 |
-0.6% |
Source: PLMA
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