Store brands have become a fixture in American homes, with 92 percent of U.S. grocery shoppers having private brand products in their homes – up from 89 percent last year – according to new consumer research from FMI – The Food Industry Association.
Private brand dollar sales rose 2.8 percent year‑over‑year, outpacing national brand growth. Nearly half of shoppers increased private brand purchases over the past year, and 94 percent say they would continue buying store brands even if grocery prices decline.
“This year’s consumer research makes clear why private brands continue to gather momentum,” said Tom Cosgrove, director of industry relations for FMI.
“Consumers aren’t just choosing store brands out of habit or necessity; they’re choosing them because they’ve earned the trust of American families. The food industry has worked hard to build that trust, and food retailers now have the opportunity to expand on it by investing in the areas shoppers tell us matter most – product quality, taste, health and the overall shopping experience.”
Key findings from the report include:
- Taste is now cited by 37 percent of shoppers buying more store brands, up from 26 percent in 2023; quality has risen from 30 percent to 39 percent over the same period.
- Fifty‑six percent of shoppers say their primary store’s private brand selection is very or extremely important to their decision to shop there.
- Of shoppers actively seeking health attributes in store brand products, 78 percent say they are finding what they need.
- Fifty‑nine percent of Gen Z and 52 percent of Millennials increased store brand purchases in the past year, compared to 49 percent of shoppers overall.
- Of shoppers influenced by TikTok, 82 percent went on to purchase a store brand product as a result.
“The data from this year’s report reinforces that shoppers have developed genuine appreciation for store brands that goes beyond price,” said Steve Markenson, VP of research and insights for FMI.
“Taste and quality have steadily grown as drivers of purchases, and we’re now increasingly seeing the emergence of health as a driver as well, with the majority of shoppers reporting being able to find private brand items that satisfy what they’re searching for.”
Methodology
The nationally representative online survey of 1,495 U.S. grocery shoppers ages 18 and older was conducted March 13‑18. The research carries a maximum sampling error of plus or minus 2.5 percentage points at the 95 percent confidence level. The report also includes private brand data points and insights from Circana.
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