For most shoppers, store brands represent quality and performance as good as or better than national brands while offering substantial savings. As a result, store brands have never been more popular.
According to the latest industry statistics, one of every four food or non-food grocery product sold across the U.S. carries the retailer’s name or own brand and was supplied by a store brand manufacturer.
In 2024, store brand sales rose 3.9% while national brands gained 1%. Annual store brand dollar volume increased by $9 billon, setting a new record of $271 billion for sales in all channels and formats.
Store brand dollar share came in at 20.7%, while unit share was 23.1%, also records. Taking a longer view, from 2021 to 2024 the annual dollar sales of store brands increased by $51.7 billion, or plus 23.6%.
Store brand growth continued unabated into the current year. Through the first six months of 2025 store brands held a sizable lead over national brands when it came to dollar and unit sales gains. Compared to the same period a year ago, store brand dollar sales were up 4.4% and unit sales increased 0.4%; national brand dollar sales rose 1.1% while unit sales were off 0.6%, per Circana's data provided exclusively to PLMA.