U.S. store brand sales reached a record $282.8 billion in 2025, climbing 3.3 percent compared to 1.2 percent growth for national brands, according to year-end Circana Unify+ data released Jan. 20 by the Private Label Manufacturers Association (PLMA).
The $9 billion increase marks store brands’ continued momentum in capturing market share across all retail channels.
Store brand unit volume rose 0.6 percent to a record 68.7 billion units – an increase of 434.3 million units – while national brand volumes declined 0.6 percent. The performance gap highlights store brands’ growing competitiveness on multiple fronts beyond price.
“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.
“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.”
Refrigerated, pet care lead category growth
The refrigerated department posted the strongest dollar sales growth, expanding 6.1 percent in store brand revenue, followed by beverages at 4.8 percent, pet care at 3.7 percent, beauty at 2.8 percent, frozen at 2.4 percent, general food at 1.6 percent and general merchandise at 0.9 percent. Seven departments total finished ahead of the prior year in dollar sales.
Pet care led unit sales gains, climbing 5.4 percent, followed by liquor at 4.4 percent, beverages at 2.3 percent, frozen at 0.9 percent, refrigerated at 0.7 percent and general food at 0.2 percent.
Over the five-year period from 2021-25, annual dollar sales of store brands increased $64.8 billion, or 30 percent, while dollar share rose from 19.1 percent to 21.3 percent. Annual unit sales advanced 2.7 billion units, or 4 percent, and unit share improved from 21.6 percent to a record 23.5 percent during the period.
Store Brands Month Drives Consumer Awareness
The sales figures were released during the second annual Store Brands Month, a national consumer awareness campaign held each January to educate shoppers about the quality, innovation and value offered by private label products. Retailers, wholesalers and suppliers nationwide are supporting the initiative through in-store messaging, digital promotion, email campaigns and social platforms encouraging consumers to explore, try and buy store brands.
“We’re thrilled to see all the exciting and innovative ways the industry is celebrating Store Brands Month to drive shopper engagement with private label products,” Davies said.
PLMA’s full 2026 Private Label Report will be available on plma.com in the coming weeks. The New York-based trade organization represents more than 5,200 member companies worldwide and hosts the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam.
Total retail sales across all channels reached $1.33 trillion for the 52 weeks ending Dec. 28, up 1.5 percent from the prior year. National brand sales totaled $1.05 trillion while store brands captured 21.3 percent dollar share and 23.5 percent unit share of the total market.
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