U.S. Private Label Industry Reached $282.8 Billion in Sales in 2025
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Contact: press@plma.com
U.S. Private Label Industry Reached $282.8 Billion in Sales in 2025
Year-end data released as industry celebrates national Store Brands Month
NEW YORK (January 20, 2026) - U.S. sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to PLMA's just-released Circana Unify+™ data.
Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending December 28, 2025.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share, and delivering record-setting sales results," said PLMA President Peggy Davies.
Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.
In store brand unit sales gains, the best performing department for 2025 was Pet Care, up 5.4%, followed by Liquor +4.4%; Beverages, +2.3%; Frozen, +0.9%; Refrigerated, + 0.7% and General Food, +0.2%.
In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages, +4.8%; Pet Care, +3.7%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6% and General Merchandise, +0.9%.
Annual dollar sales of store brands increased $64.8 billion, or plus 30%, over the past five years - from 2021 to 2025 - and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, or plus 4%, and unit share improved from 21.6% to a record 23.5% during the period.
"Private label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health, and sustainability, not just price," said Davies.
Dollar Sales | FY 2025 | FY 2024 | % Change |
All Channels | $1,328,777,419,205 | $1,309,386,110,796 | 1.5% |
Store Brands | $282,782,060,652 | $273,768,476,119 | 3.3% |
National Brands | $1,045,995,358,553 | $1,035,617,634,677 | 1.2% |
Unit Sales | FY 2025 | FY 2024 | % Change |
All Channels | 291,656,386,613 | 292,650,670,452 | -0.4% |
Store Brands | 68,683,267,522 | 68,248,957,909 | 0.6% |
National Brands | 222,973,119,091 | 224,401,714,543 | -0.6% |
Source: PLMA/Circana Unify+™
Retailers and PLMA members can click here to access this exclusive PLMA Circana Unify+™ data. PLMA's full 2026 Private Label Report will be available on plma.com in a few weeks.
The year-end sales figures were released during the second annual Store Brands Month. Created by PLMA, Store Brands Month is a national month-long consumer awareness campaign held annually in January to educate consumers about the quality, innovation, and value offered by private label products. Retailers, wholesalers, and suppliers nationwide are supporting Store Brands Month through in-store messaging, digital promotion, email campaigns, and social platforms encouraging shoppers to explore, try, and buy store brands.
“We’re thrilled to see all the exciting and innovative ways the industry is celebrating Store Brands Month to drive shopper engagement with private label products,” Davies said.
Click here for more details.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 5,200 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. An advocate for the industry, PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country's grocery shoppers. The month-long event focuses on increasing consumer attention to the quality, value and innovation of store brand products across all categories within brick and mortar and online retail formats. For more information, visit plma.com, plmainternational.com, and follow PLMA:
Private Label Industry Prepares for Second Annual Store Brands Month
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Contact: press@plma.com
Private Label Industry Prepares for Second Annual Store Brands Month
National celebration in January highlights the quality, value, and uniqueness of store brand products
NEW YORK (May 15, 2025) - Extensive promotional plans across all retail formats are underway for the second annual national Store Brands Month in January 2026. Retailers, manufacturers and service providers are developing engaging in-store events and social media content to promote the quality, value and uniqueness of private label products directly to consumers.
The Store Brands Month committee has met to outline strategies. Plus, PLMA hosted an informational webinar last week and PLMA is assisting with promotional ideas, social media content, logos/graphics and more at www.storebrandsmonth.com.
Store Brands Month is a month-long celebration to increase consumer attention to the positive attributes of store brands - including quality, value, consistency, uniqueness and innovation - across all product categories in both brick-and-mortar and online retail formats. The principal goal is to increase shopper trial of and loyalty to store brand foods, beverages and nonfoods.
Plans for Store Brands Month 2026 come after an incredibly successful inaugural event this past January. Aldi, Albertsons, Associated Wholesale Grocers, Dollar General, K-VA-T, Raley’s, SpartanNash, Topco and Wakefern were among the many retailers, wholesalers and distributors nationwide that supported the campaign through a variety of promotional events, including the use of digital and social media platforms.
Plus, there was strong participation by manufacturers, suppliers, brokers and others, including Advantage Solutions, AmeriQual, Federated Group, Pacific Coast Producers, Red Gold, Subco Foods and many others.
“The first annual Store Brands Month was a remarkable success with widespread participation, a testament to the spirit of collaboration and creativity that thrives in the private label industry,” said PLMA President Peggy Davies. “We look forward to even greater participation in 2026.”
Christina Fogal, Marketing Manager at Federated Group and a member of the Store Brands Month committee, stressed that manufacturer/broker/retailer partnerships are key to building momentum and contributing to the success of the annual event.
“Store Brands Month is a win-win for the industry,” Fogal said during last week’s Store Brands Month informational webinar.
For more information, email storebrandsmonth@plma.com.
Along with Store Brands Month, PLMA is gearing up for its “Store Brands Marketplace” 2025 Private Label Trade Show, Nov. 16-18 in Chicago. The exhibit floor will be filled with thousands of new and innovative foods, beverages, wine and spirits, ingredients, authentic international foods and nonfoods, refrigerated and frozen foods, sustainable packaging, beauty products, pet products, self-care, baby care, health and wellness, household goods, kitchenware, general merchandise, foodservice products, grab-and-go foods, and much more. Click here for more information about the Show.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 4,500 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and its World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. Follow PLMA on plma.com, plmainternational.com, and on social media:
PLMA Announces January 2025 as Store Brands Month
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Contact: press@plma.com
PLMA Announces January 2025 as Store Brands Month
The partnership between retailers and manufacturers aims to drive consumer trial of store brands
CHICAGO (November 19, 2024) - PLMA has announced that January 2025 will be celebrated as the inaugural Store Brands Month.
The month-long, direct-to-consumer program is a partnership between retailers and manufacturers to promote the quality, value and excellence of store brands to shoppers.
PLMA President Peggy Davies shared highlights of the new industry collaboration at “The Store Brands Phenomenon 2024 - Empowering the Retail Industry” Private Label Trade Show here. The sold-out, record-breaking Show began Nov. 17 and runs through today.
The goal of Store Brands Month is to increase consumer trial by focusing attention on the positive attributes and practical factors of store brands - including value, digital convenience, ethical considerations, innovation and budget awareness - across all product categories in both brick-and-mortar and online retail formats.
Retailers have voiced strong support for the initiative, which is planned to be an annual event. Pam Ofri, Wakefern Food Corp.’s Director of Product Development and Operations, Own Brands, said Store Brands Month will help promote and celebrate Wakefern’s Own Brands portfolio, a collection of 5,000+ products under the Bowl & Basket, Wholesome Pantry and Paperbird labels.
“Store Brands Month provides an amazing opportunity to elevate the conversation around store brands and encourage more shoppers to explore these valuable options,” Ofri said.
Along with Wakefern, many large national retailers from coast to coast have signed on to support Store Brands Month.
Promotional strategies will be developed by participating retailers and executed both in-store and through a variety of digital and social media platforms.
“The time is right to bring greater visibility among consumers to our thriving industry,” Davies said. “By coming together with our partners during a month-long campaign, we have an opportunity to further expand the presence and strength of the largest CPG brand in the store: private brands.”
Annual sales of store brands have risen by 41% over the past five years. PLMA is projecting that sales for 2024 will surpass a quarter trillion dollars, setting a record for annual revenue.
Store brands are ubiquitous in the U.S. grocery space. One in every four grocery products sold across the U.S. carries the store's name or brand.
PLMA is providing a Store Brands Month toolkit for retailers. Additionally, PLMA manufacturers, brokers and supplier members can access their own toolkit and more information through the members only portal on PLMA.com.
For more information, email storebrandsmonth@plma.com.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 4,500 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and its World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. Follow PLMA on plma.com, plmainternational.com, and on social media:
