As the U.S. store brands industry prepares to gather for its annual trade show in Chicago, there is good news on the 2026 sales front.
Store brands continue to hold a commanding lead over national brands in unit sales gain. Over the ten-month period ending November 1, store brand unit sales increased by 0.1% while national brands declined by 0.9%, a gap of one full percentage point, according to Circana, PLMA's provider of market data.
In terms of unit sales, store brands have outperformed national brands in ten of the eleven reporting periods so far this year. As a result, throughout 2026 store brands have steadily taken unit share away from national brands and moved up to 23.7%, setting a new record.
Also as of November 1, store brands were in the black in YTD dollar sales, increasing by 0.3% compared to the same time frame last year. Store brands have gained in dollar sales in five of Circana's reporting periods so far; store brand dollar share is 21%. Though national brand unit sales are in the red for the year, their dollar sales are ahead 1.9%, largely the result of aggressive pricing strategies.
Drilling down into the eleven product departments monitored for PLMA by Circana, for the 52 weeks ending November 1, five of the departments posted store brand unit sales gains while seven recorded store brand dollar sales increases.
Winning departments for store brand unit sales were Pet Care (plus 2.8%), followed by Beverages (+2.3%), Refrigerated (+1.9%), and General Food and Frozen (both +0.3%). In store brand dollar sales, the departmental gainers were led by Auto (plus 6.3%), then Beverages (+5.6%), Frozen (+3%), Pet Care (+2.6%), General Food and General Merchandise (both +2.2%), and Home Essentials (+1.1%). Beauty was even in store brand dollar sales.
Consumers score significant savings with store brands
In these difficult economic times, American consumers are increasingly reaching for store brands and experiencing outstanding product quality and performance at significant savings.
By midyear, U.S. shoppers had saved $20.5 billion by buying the store brand version of the grocery product versus the national brand, according to a PLMA analysis of Circana data. In the first half of 2026, the average price of all store brand products sold was $4.14 compared to an average price of $4.79 for all national brand products sold; a difference of 65 cents or 14% per unit.
Store brands' marketplace momentum is formidable. Alvarez & Marsal's Consumer and Retail Group says "growing confidence in private label is reshaping the traditional value equation in grocery. As private label sophistication increases, more premium, health-focused and specialty store brand products are introduced, grocery shelves are reshaped, margin shifts move toward retailers, and national brands are put on notice. They have to justify price premiums with attributes other than brand name and reputation, including innovation and performance, to maintain share. The result is a more competitive market with increased relevance to the consumer."
Reflecting both the consumer and retailer endorsement of store brands, PLMA's 2026 Private Label Trade Show -- themed "Store Brands Marketplace" -- will be held November 15-17, at the Donald E. Stephens Convention Center in Chicago and feature some 3,061 booths, the largest number ever, as well as 1,927 exhibitors, 55 national pavilions and 61 countries represented by all participating store brand manufacturers and suppliers.