Numerator: Private brands account for 24% of all unit sales
With prices remaining high, consumers are continuing to gravitate towards private label products.
Virtually all (99.9%) U.S. households purchased a private label grocery item in the past 12 months, followed by health & beauty (99.2%), household products (98.9%) and home & garden (97.9%), according to the According to the latest Private Label Trends report from Numerator,
Across 10 major product sectors, private label products accounted for nearly a quarter of unit volume (24%). The sectors with the highest private label share were office (40.1%), home & garden (34.1%), tools & home improvement (29.5%), and household (27.8%).
[READ MORE: PLMA: Private label sales hit new record in 2024, rise nearly 4%]
Aldi and Trader Joe’s rely most heavily on private label products, accounting for 76% and 75%, respectively, of their overall sales volume. H-E-B (32%), Sam’s Club (31%), Costco (30%) and Walmart (26%) also see more than a quarter of their overall sales volume come from private label products.
As America’s largest retailer, Walmart’s private brands have a very high household penetration rate. Five Walmart brands had over 50% U.S. household penetration in the past year, including Great Value (86% purchased), Equate (74%), Mainstays (70%), Marketside (69%) and Freshness Guaranteed (68%).
Launched in 2024, Walmart’s “Bettergoods” and Target’s “Dealworthy” brands are the fastest-growing private label brands of the year, each increasing sales volume by +200%, followed by B Pure (Dollar Tree, +86%), Buc-ee’s (Buc-ee’s, +60%), Bulleyes Playground (Target, +58%), Gentle Steps (Dollar General, +57%) and Choceur (Aldi, +51%).
Additional findings from Numerator’s report include:
- Nearly half (41%) of surveyed consumers purchase private label items to save money.
- Roughly six-in-10 (59%) of consumers say private label brands offer an above-average value for their price.
- One-in-four (25%) consumers think that private label items are as good as name brands.
