The Big Picture: 2025
Store brand sales figures for 2025 demonstrate the products' continuing popularity among consumers in all U.S. outlets. For a majority of shoppers, store brands represent quality and performance as good as or better than national brands while offering meaningful savings.
Total 2025 Sales
$282.8B
+$9B year-over-year · new record
Total sales across brick-and-mortar and online supermarkets, drug chains, and mass merchandisers.
Total 2025 Units
68.7B
+500M roughly · also a record
Units sold of store brand products in 2025, an all-time high.
Dollar Share
21.3%
All-time high
Store brand share of total dollar sales for the period December 29, 2024 to December 28, 2025.
Unit Share
23.5%
All-time high
Roughly 1 of every 4 food and non-food grocery products purchased is a store brand.
Source: PLMA's 2026 Private Label Report, Store Brands: A Bright Beacon In U.S. Retail Landscape. Sales data per Circana Unify+, PLMA's exclusive provider of sales data. Period: December 29, 2024 to December 28, 2025.
5-Year Growth Trajectory
Over the past five years, from 2021 to 2025, store brands have been on a steady upward climb across every metric that matters.
+$64.8B
Dollar revenue added 2021 to 2025
+30%
Dollar revenue growth 2021 to 2025
+2.7B
Units added 2021 to 2025 (+4%)
19.1% →
21.3%
Dollar share climb, 2021 to 2025
Market share climb: 2021 vs. 2025
Dollar share rose from 19.1% to 21.3%. Unit share improved from 21.6% to 23.5%.
Source: PLMA's 2026 Private Label Report, Store Brands: A Bright Beacon In U.S. Retail Landscape. Sales data per Circana Unify+.
Store Brands vs. National Brands
In 2025, store brand dollar sales increased almost three times the rate of national brands. In unit sales, the head-to-head disparity was much the same.
Dollar sales growth, 2025
Store Brands
+3.3%
National Brands
+1.2%
Store brands surged 3.3%, nearly triple the 1.2% gain for their branded counterparts.
Unit sales growth, 2025
Store Brands
+0.6%
National Brands
−0.6%
Store brands advanced 0.6% while national brands fell 0.6%.
What shoppers gain: Surveys reveal consumers save one-third or more on grocery items every time they shop by opting for store brands over national brands. Additionally, studies say consumers who have a positive experience when trialing a store brand tend to make it their new favorite over a national brand.
Source: Dollar and unit growth rates from PLMA's 2026 Private Label Report / Circana Unify+, for the period December 29, 2024 to December 28, 2025. Shopper savings figure and trial loyalty findings from PLMA Store Brands Industry Fact Sheet (2024 data, PLMA/Circana Unify+).
Performance By Department
Store brand sales grew broadly across the store. Use this breakdown to prioritize which departments to feature most heavily in your Store Brands Month activation.
Dollar sales gains
Refrigerated
+6.1%
Beverages
+4.8%
Pet Care
+3.7%
Liquor
+3.6%
Beauty
+2.8%
Frozen
+2.4%
General Food
+1.6%
General Merchandise
+0.9%
Unit sales gains
Pet Care
+5.4%
Liquor
+4.4%
Beverages
+2.3%
Frozen
+0.9%
Refrigerated
+0.7%
General Food
+0.2%
Beauty and General Merchandise unit changes are not reported in the source data.
Growth is broad, not just concentrated.
In 2024, store brands racked up dollar gains in 129 of 167 edible categories and unit sales improvements in 118. Among 153 non-edible categories, store brand dollars grew in 79 and units rose in 85. The category isn't lifted by a single department, it's lifted across the store.
Source: Department-level dollar and unit gains from PLMA's 2026 Private Label Report / Circana Unify+ for the 52 weeks ending December 28, 2025. Category breadth figures from PLMA Store Brands Industry Fact Sheet, 2024 data.
Put These Stats to Work
A simple line referencing these industry statistics can deliver a powerful message to shoppers on why to shop store brands. Drop any of the ready-to-use lines below into shelf signage, a circular callout, a social post, or an email.
Ready-to-use shopper lines
“1 of every 4 products purchased in U.S. grocery stores is a store brand.
Source: PLMA Store Brands Industry Fact Sheet
“Shoppers save one-third or more every time they choose store brands over national brands.
Source: PLMA Store Brands Industry Fact Sheet
“Store brand sales hit a record $282.8 billion in 2025.
Source: PLMA's 2026 Private Label Report
“Store brand dollar sales grew almost three times the rate of national brands in 2025.
Source: PLMA's 2026 Private Label Report
“Shoppers who try a store brand tend to make it their new favorite over a national brand.
Source: PLMA Store Brands Industry Fact Sheet
Where to use them
In-store signage
Shelf talkers, endcap headers, window clings, cashier-facing employee buttons.
Circular & digital
Weekly ad callouts, app banner headers, website landing page, email subject lines.
Social & PR
Organic Instagram and TikTok posts, press releases, podcasts, TV morning show talking points.
Employee training
Morning huddles, store associate talking points, manager decks, onboarding materials.
Sources for every stat on this page
PLMA's 2026 Private Label Report: Store Brands: A Bright Beacon In U.S. Retail Landscape. All 2025 full-year figures (total sales, unit sales, dollar share, unit share, growth rates, and department-level performance) for the 52 weeks ending December 28, 2025.
Circana Unify+: PLMA's exclusive provider of sales data. The source of all dollar, unit, and share metrics referenced in the 2026 report.
PLMA Store Brands Industry Fact Sheet (2024 data): Source for the "1 of every 4 products," "save one-third or more," "positive trial tends to make store brand the new favorite," and category-breadth figures (129 of 167 edible categories, 118 unit gains, 79 of 153 non-edible categories, 85 non-edible unit gains). Data via PLMA/Circana Unify+.
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Who do I contact with questions?
For an immediate response, contact Suzanne Caputo, Director of Retail Trade Relations, at scaputo@plma.com with any questions you may have about Store Brands Month.
Or, email storebrandsmonth@plma.com for more information.