Private label sales continue to climb, especially in food and beverages, as cost-conscious consumers favor store brands over national brands. Unit share for private label products has grown steadily, reaching 23.2% in early 2025, driven by rising grocery costs and changing household habits.
Key Takeaways
-
Food and beverage lead private label sales, with 56% of surveyed consumers regularly choosing store brands in these categories.
-
Private label products are gaining market share, rising from 20.5% in 2023 to 23.2% in 2025, outpacing national brands in both dollars and units.
-
Increased grocery costs are prompting more shoppers to switch to store brands, cook at home, and reduce discretionary purchases.
8th & Walton is based in Bentonville: Walmart is our neighbor! Contact us today to set up a free consultation and see what a hometown advantage can do for your company.
