According to a report from the Private Label Manufacturers Association (PLMA), in 2025, U.S. sales of private label store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets compared to 2024.

Store brand dollar sales increased nearly three times the rate of national brands, climbing by 3.3 percent, compared to 1.2 percent for their national brand counterparts for the year-long period 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 PLMA President Peggy Davies.

Store brand unit volume was up by $434.3 million to $68.7 billion, which set a new record. This represents a 0.6 percent rise while national brands decline by 0.6 percent.

Annual dollar sales of store brands increased $64.8 billion, up 30 percent, over the past five years from 2021-2025. Dollar share rose from 19.1 percent to 21.3 percent. Annual unit sales of store brands advanced 2.7 billion, up 4 percent, and unit share improved from 21.6 percent to a record 23.5 percent during this 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,” Davies said.

For more information, visit www.plma.com. To read the full report, visit https://www.plma.com/exclusive-market-data-plma.

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