Private Label Products Apr 2026

: Private label presence is nearly universal, reaching 99.9% of U.S. households in the grocery sector.

Shoppers are no longer just "switching" to save money; they are "trading up" within the private label category.

: While grocery is the largest sector, general merchandise categories like office supplies (42% share) and home & garden (35% share) see the highest private label penetration.

The private label market has reached record heights as of 2026, with U.S. sales hitting . Once viewed as low-cost "generic" alternatives, these products—also known as store brands —now capture a 24% unit share of the total market. This shift is driven by a fading stigma; 72% of consumers now view store brands as strong alternatives to national brands, and many are unable to distinguish between the two based on quality alone. Market Performance & Trends

: Premium store brands now account for 40% of total private label spend, up significantly since 2019.

: In Europe , private label already accounts for roughly half of all unit sales , and Australia has reached a 40% share. Consumer Insights

The growth of is currently outpacing national brands by nearly three times. While value and affordability remain the primary drivers, retailers are increasingly using "premiumization" to attract higher-income shoppers.