For most American 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. In 2025, one of every four food or non-food grocery products sold across the country carried the retailer’s name or own brand and was supplied by a store brand manufacturer.
Store brand dollar sales increased almost three times the rate of national brands last year as the products surged 3.3% compared to a gain of 1.2% for their branded counterparts. In unit sales, the head-to-head disparity was much the same. Store brands advanced 0.6% while national brands fell -0.6%. Store brands set all-time highs in both market penetration metrics, moving up to 21.3% in dollar share and up to 23.5% in unit share.
Total sales of store brands in 2025 reached $282.8 billion -- an increase of $9 billion year-over-year and a new record -- across brick and mortar and online supermarkets, drug chains, and mass merchandisers. Total sales of store brand units were up almost half a billion to 68.7 billion, also a new record.
Over the past five years, from 2021 to 2025, store brand annual dollar revenue increased $64.8 billion, or plus 30%, 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 23.5%.
Store brands continue to represent significant savings for shoppers. In a store wide price comparison between store brands and national brands, PLMA calculates U.S. consumers saved about $35 billion in 2025 by choosing a store brand over a national brand in their regular grocery shopping.