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U.S. private label sales climbed to $330 billion in 2025, with food and beverage leading growth as retailers broadened high-quality, value-focused store brands across categories.
Key Takeaways
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Club channels power growth: Warehouse and club retailers are a primary engine of private-label expansion, accounting for nearly half of overall private-label growth as value-seeking shoppers shift more spending into these formats.
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Gen Z adoption: Younger consumers increasingly view private labels as high-quality, affordable alternatives, embracing premium, functional, and wellness-oriented store brands that rival national brands.
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Upgraded private labels: Retailers are accelerating innovation in elevated private brands, emphasizing indulgent snacks, beverages, wellness benefits, and sustainable sourcing to deepen loyalty and compete with name-brand offerings.
