2026 year to date through the September reporting period.
Store brands continue to gain ground with U.S. shoppers. Over the first nine reporting periods of 2026, store brand unit sales increased by 0.2% compared with the same period in 2025, while national brand unit sales declined by 0.8%. This one percentage point advantage helped store brands reach a unit share of 23.6%—nearly one in four products sold in the U.S. retail channels that are tracked by Circana, PLMA’s exclusive provider of sales data. Store brand unit sales outpaced national brands in seven of the nine periods.
Year-to-date store brand dollar sales increased 0.1%, while national brand dollar sales grew 2%. Store brands accounted for 21% of all dollar sales.
Store brands, also known as private label or own brands, carry a retailer’s name or proprietary brand. They offer shoppers quality, performance and value across food and nonfood categories.
2025 full year background
Store brand sales reached a record $282.8 billion in 2025, approximately $9 billion above 2024, across brick-and-mortar and online supermarkets, drug chains and mass merchandisers. Unit sales rose by 434.3 million to a record 68.7 billion. Annual market shares reached 21.3% in dollars and 23.5% in units.
From 2021 to 2025, annual store brand dollar sales increased by $64.8 billion, or 30%, and dollar share rose from 19.1% to 21.3%. Annual unit sales increased by 2.7 billion, or 4%, while unit share rose from 21.6% to 23.5%. Based on a storewide price comparison with national brands, PLMA estimates that consumers saved approximately $35 billion in 2025 by choosing store brands over national brands in their regular grocery shopping.
Sources and reporting periods
2026 YTD: PLMA e-scanner, October 2026, “Store Brand Sales at Nine-Month Mark of the Year,” citing Circana. Changes compare the first nine reporting periods with the same period in 2025; this is not a September-only or full-calendar-September comparison. View source
2025 annual results: PLMA/Circana Unify+™, 52 weeks ending December 28, 2025. View source
2025 savings estimate: PLMA Store Brand Facts. View source