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NEW YORK (January 16, 2025) - Sales of store brands increased $9 billion to a record $271 billion last year compared to 2023, according to PLMA’s latest Circana Unify+ 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.

Sales of store brands hit a record high last year,” said PLMA President Peggy Davies. “The quality, value and innovation that store brands provide can’t be beat.”

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 2.3%, 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.

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:

Packaging is essential because it helps establish a connection with consumers and build brand loyalty. PLMA’s Idea Supermarket® at the Annual Private Label Show features the latest product and packaging innovations from retailers in the U.S. and abroad. Join Carol Angrisani as she tours the 2024 Idea Supermarket® in search of packaging trends. Included in her report: a flat wine bottle from Aldi U.K.; Gen Z-friendly snacks from Jerónimo Martins in Poland; seasonal confections from Target; and a mochi line from Carrefour in France

Editor's Note: Visit the PLMA press room for Show logos and photos.

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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:

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CHICAGO (November 17, 2024) - Walmart tops the list of winners of PLMA’s 2024 Salute to Excellence Awards®. The retail giant received a total of 18 awards for outstanding store brands.

Of these, nine awards went to Walmart’s new bettergoods™ line of chef-inspired products: Ricotta and Lemon Ravioli; Cheesy Spinach Potatoes au Gratin; Salted Caramel Pistachio Ice Cream; Pineapple Upside Down Cake Greek Yogurt; Hibiscus Glaze with Grape Must; Spicy Pineapple Habanero BBQ Sauce; Strawberry Champagne Vinaigrette Salad Dressing; Raspberry, Cardamom & Rose Fruit Spread and Extra Creamy Oatmilk.

Walmart’s Clear American, Equate, Great Value, Marketside and Vibrant Life store brands were also recognized.

They join dozens of other Salute to Excellence winners announced today at PLMA’s “The Store Brands Phenomenon 2024 - Empowering the Retail Industry” Private Label Trade Show here.

Among this year’s award-winning trends: 

Salted Caramel Bliss - Caramel provides a small indulgence that today’s consumers crave. Winning products include Basically™ Salted Caramel Cookie Bites from Gopuff; Favorite Day™ Salted Caramel Cold Foam, Target; and Know & Love Dairy-Free Caramel Sea Salt Gelato, Southeastern Grocers.

Pickle Perfection - The tangy taste of pickles can be found far beyond the condiment aisle. Winners include Private Selection™ Dill Pickle Pretzels Twists, Kroger Co.; and Well Market™ Zesty Dill Pickle Flavor-Infused Sprouted Almonds, CVS Pharmacy.

Citrus Craze - Lemon, lime and other citrus fruits have created refreshing new flavor profiles. Winners include Amazon Kitchen Grilled Pork with Chipotle Lime Sauce, Amazon; and bettergoods™ Ricotta and Lemon Ravioli, Walmart.

Green Clean - Household cleaning products made with biodegradable ingredients and/or without harsh chemicals are in demand. Winners include True Goodness™ Lavender & Pear All-Purpose Cleaner, Meijer; Rosey™ Garbage Disposal Cleaning Packs, Thrive Market.

Rise and Shine! - New breakfast foods cater to shoppers who prioritize convenience, animal welfare and savings. Winners include Giant Eagle™ Shake and Pour Pancake Mix; Whole Foods Market Pasture-Raised Non-GMO Large Brown Eggs; and Always Save® Marshmallow Glitters cereal, Associated Wholesale Grocers

PLMA’s annual Salute to Excellence Awards® program recognizes outstanding food and nonfood products introduced within the last year by supermarkets, drug stores, mass merchandisers, convenience stores, online retailers, wholesalers and more. Submissions were sampled and evaluated by a panel of professional and consumer judges on several criteria, including taste, product concept, packaging, and value for money.

This year, more than 760 products were submitted by 52 North American retailers, which is the highest number of submissions ever received. 

Click here to view the full list of winners.

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: