Store brands continued to strengthen their position in the marketplace during the first half of 2026, outperforming national brands in unit sales, according to the Private Label Manufacturers Association (PLMA).
Over the six months ending June 14, store brand unit sales increased 0.2 percent while national brand unit sales declined 0.5 percent – a spread of 0.7 percent. Store brand unit market share rose to 23.8 percent, an all-time high, according to Circana, PLMA’s exclusive data provider.
For the 52‑week period ending June 14, in 166 food categories where store brands are sold, 52 percent experienced private label unit growth; in 164 nonfood categories, 39 percent recorded private label unit growth. Among departments tracked by Circana, pet care was the clear leader in store brand unit growth, up 4.8 percent, followed by beverages (+1.8 percent) and refrigerated (+1.5 percent).
American shoppers have tempered their household grocery spending, but while the malaise has impacted all products, store brands managed to finish ahead of national brands in unit sales in five of Circana’s six monthly reporting periods so far this year. In dollar sales, store brands were flat year‑to‑date while national brands tacked on 2.2 percent. Store brand dollar share came in at 21.2 percent, just off its all‑time high.
“The disconnect between unit sales and dollar sales reflects, in part, fluctuating national brand pricing,” said PLMA President Peggy Davies.
“While some brands are lowering prices to regain consumers who have shifted to private label, others are increasing prices to offset higher fuel, raw material, ingredient, and supply chain costs. Unit sales remain the best measure of consumer choice, and Circana’s midyear results – including a record 23.8 percent unit market share for store brands – underscore the continued strength and growing appeal of private label.”
In related findings, a Zappi survey found consumers who say they only buy national brands dropped from 21 percent to 10 percent in less than a year, and more than 90 percent changed their shopping behavior because of rising costs.
“The era of growth driven by price increases is coming to an end,” said Natali Kelly, Zappi’s CMO.
“For CPG leaders to transform their businesses, they will need to compete on value instead of price, innovating and simplifying their product portfolios in the process. Nearly 70 percent of consumers would accept fewer options in exchange for lower prices. This isn’t a post‑pandemic correction. It’s a structural reset and brands still betting on loyalty to absorb their next price increase may be the last to realize it.”