PLMA e-scanner January 18, 2025

Sales of store brands increased $9 billion to a record $271 billion last year compared to 2023, according to PLMA's latest Unify+ Circana data.

This represents a 3.9% rise in dollar sales in all outlets from Jan. 8 to Dec. 29, 2024, versus the same period in 2023.  Private label growth outpaced national brands, which grew 1% in dollar sales.

Over the past four years, annual store brand dollar sales have increased by over $51 billion, a 23.6% gain. In addition, since 2021, store brand unit sales rose 2.1%, while national brands fell 6.8%.

All 10 food and nonedible departments that Circana tracks showed store brand dollar growth over the year before. Refrigerated (+7.5%), General Food (+4.3%) and Beverages (+4%) had some of the highest growth. In unit sales growth, the top departments were Beverages (+3.5%), Pet Care (+3.5%) and Home Care (+3.3%).

More detailed insights and information, including top category sales and monthly trends, will be revealed in PLMA's 2025 Private Label Report, which will be released in February.

The news of the record $271 billion in store brand sales comes during the January debut of Store Brands Month, which salutes the availability and quality of store brands across all retail channels.

The first-ever national Store Brands Month kicked off January 1 with major support from retailers, manufacturers and other industry partners around the country.

The goal of Store Brands Month, which is planned to be an annual event, is to increase consumer trial by focusing attention on the positive attributes 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.

Among the many initiatives executed around the country:

- Food City announced that each week during Store Brands Month, a different Full Circle item will be featured.

Plus, Food City sponsored a segment on local television station WJHL featuring its registered dietitian Nicole Pazdziorko. WJHL morning host Chris McIntosh spoke about Store Brands Month and interviewed Pazdziorko about private label products available at Food City.

- On social media, Twisted Brisket Barbecue, a supplier of brisket and rubs, said that in appreciation of Store Brands Month, it created a chili recipe using all H-E-B store brands.

- Associated Wholesale Grocers announced on Facebook that member retailers will highlight AWG store brands.

- Glister Mary-Lee, a private label manufacturer of baking products, announced its support of Store Brands Month on social media:

“We are proud to be part of PLMA'’s first-ever Store Brands Month…Store brands bring consumers amazing quality and value in every part of the stores they shop in person or online.”

- Advantage Solutions stressed the importance of Store Brands Month on social media:

“January marks the start of the first-ever Store Brands Month, and we're celebrating the value and delight of private brands!” an Instagram post reads, in part. “In collaboration with the Private Label Manufacturers Association, Advantage Solutions is helping more shoppers connect with trusted store brands. At Daymon, we're proud to support private brand development and see the growing appreciation for unique product offerings.”

- Belmark Inc, which manufacturers pressure sensitive labels and flexible packaging, announced on Facebook that it supports Store Brands Month. It included a link to a blog about the evolution of private label packaging.

For more information, email storebrandsmonth@plma.com.
 

Nominations are now open for the Private Label Hall of Fame, Class of 2025. Submissions will be accepted through February 7. Click here to place a nomination.

Presented by PLMA and Store Brands, the prestigious Hall of Fame was created by PLMA in 2006 to honor and celebrate distinguished members of the industry for their achievements and contributions.

Individuals are recognized in four categories: Lifetime Achievement, Private Brand Champion, Private Brand Innovator, and Next Gen Private Label Leader.

Eligible candidates include retailers, wholesalers, manufacturers, the trade press, market researchers, consultants and others who have contributed to the growth and development of the private label industry.

The Class of 2025 will be inducted at PLMA’s Annual Meeting & Leadership Conference in Scottsdale in April.

Profiles on all inductees will be featured on StoreBrands.com, and posted in the Hall of Fame section of plma.com.

PLMA is offering a new Executive Education program, Mastering Enterprise Sales. The 12-week coaching cohort program is designed for executive leaders of private brand manufacturers to expand and strengthen relationships with leading retailers, with a focus on scaling revenue predictably and sustainably.

Conducted in partnership with SalesStar, a global leader in sales and business leadership transformation, the program will be offered two, 12-week sessions: from February 3 to April 16; and again from August 25 to November 14. Each session is led by a certified SalesStar high performance coach and includes weekly live high-performance coaching and an on-demand learning curriculum.

Each week is focused on a specific competency and skill set essential to Mastering Enterprise Selling.

Participants will spend an estimated two to three hours per week on the curriculum.

By the end of this cohort, participants will:

• Develop a customized strategic sales plan tailored to targeted retailer partnerships.
• Learn how to leverage data and market insights to build compelling value propositions that resonate with national grocery chains.
• Master the art of navigating complex buying organizations within large retailers.
• Implement a scalable sales process that enhances predictability and consistency in revenue growth.
• Build lasting, strategic relationships with retail decision-makers to secure long-term partnerships.

Registration for the February 3 to April 16 session is open now. Seating is limited to 15 participants per cohort.

Click here for more information.

Private label expansion is a key driver in the sales growth of the global convenience store marketplace, according to a report from Technavio.

From 2024 to 2028, the market is estimated to grow at a compound annual growth rate of 6.78%, with a total sales growth of $930 billion. Increased demand for convenient food products is driving market growth, with a trend toward increasing demand for private label brands.

Along with private label growth, convenience stores are playing a larger role in the lives of consumers. More shoppers today view c-stores as the go-to place for household necessities, the report said. Impulse purchases - such as snacks, soft drinks and confectionery items - also continue driving sales.

Ready-to-eat rice bowls are available at Heinen’s. They can be heated in just 90 seconds in the microwave. Varieties include Jasmine Rice, Quinoa and Brown Rice.

New from Wegmans is Amore Lemon Butter Sauce for use on chicken, seafood or vegetables. Made with white wine, butter and lemon, it’s sold under the Food You Feel Good About brand, which is used on products that are free from artificial colors, flavors and preservatives.

Organic French Lavender hydrosol is sold at Whole Foods Market under the 365 by Whole Foods Market store brand.
 

Aioli sauce is made from an emulsion of olive oil and garlic. Gelson’s Markets has launched a line of its own aioli for use on tacos, sandwiches, veggies and more. Several flavors - including pesto and honey barbecue - are available.

“These newest products align with eating trends we’re watching, including the growth of frozen breaded appetizers and snacks. They also capitalize on the air fryer craze, giving consumers the ability to make fun, delicious snacks at home with the crispness and flavor of deep-fried restaurant fare.”

-  Trey Taylor, vice president of marketing of private label vegetable producer Lakeside Foods, said of a new line of frozen appetizers, including breaded green beans, pickles and Wisconsin white cheddar cheese curds.

Erich Kahner, Director of Competitive Strategies and Insights at dunnhumby, reveals findings from the 8th Annual Retailer Preference Index. Watch here:

2,000

The number of new wellness items Target plans to introduce across multiple categories, including more than 600 Target exclusives. A new men's fragrance from Fin’ery and a high-protein shake from up&up are among the new private label products.