Store brand sales hit new record highs in revenue and unit volume
Private label sales continue to outperform national brands in the United States.
Sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to the Private Label Manufacturers Association’s new Circana Unify+ data.
Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3% for the 52 weeks ending Dec. 28, 2025. That compares to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending Dec. 28, 2025.
Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.
Annual dollar sales of store brands have increased $64.8 billion, or plus 30%, during the past five years — from 2021 to 2025 — and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, or plus 4%, and unit share improved from 21.6% to a record 23.5% during the period.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share, and delivering record-setting sales results," said Peggy Davies, president, PLMA. "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."
Best Performing Departments
In store brand unit sales gains, the best performing department for 2025 was pet care, up 5.4%, followed by liquor, up 4.4%; and beverages, up 2.3%. Unit sales in frozen rose 0.9%; followed by refrigerated, up 0.7%; and general food, up 0.2%.
In dollar sales, seven departments finished ahead of the prior year. The refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by beverages, up 4.8%; pet care, up 3.7%; beauty, up 2.8%; frozen, up 2.4%; general food, up 1.6%; and general merchandise, up 0.9%.
The year-end sales figures were released during the second annual Store Brands Month. Created by PLMA, Store Brands Month is a national month-long consumer awareness campaign held annually in January to educate consumers about the quality, innovation, and value offered by private label products.
