Private Label Manufacturers Association
-Tarisha Gray, research and product development manager, Publix, said about the chain’s new holiday limited-edition Publix-brand ice cream. Varieties include Deep Dish Apple Pie, Eggnog; Marshmallow, Candy Cane & Cookie Blast; and Peppermint Stick.
Fiber is increasing in popularity as consumers seek gut health, holistic digestive wellness and natural ways to feel fuller longer, according to the Top Food Trends for 2026 by Whole Foods Market’s Trends Council. That’s why more products with added fiber are hitting store shelves, including prebiotic beverages like 365 by Whole Foods Market Organic Caramelized Pineapple Prebiotic Soda.
Over ten months of 2025, store brands outpaced national brands in both YTD dollar sales and unit sales, according to YTD data from Circana ending October 13. Circana provided the data exclusively to PLMA.
In dollar sales, store brands increased nearly four times the rate of national brands, moving up 3.7% vs a gain of 1.1% for the brands. In unit sales, store brands also outdistanced national brands, rising 0.3% compared to a decline of 0.7% for the brands.
Looking at market shares, store brands came in at 21% in dollar sales and 23.1% in unit sales. PLMA now projects that total store brand revenue in all U.S. retail outlets for FY 2025 will approach $280 billion, which would set a new record.
In results among the ten product departments that Circana tracks for PLMA, for the trailing 52 weeks ending October 5, the Refrigerated section increased the most in store brand dollar sales, up 9.9%; followed by Beverages, plus 4.1%, Pet Care, ahead 3.1%, and Frozen, ahead 2.4%. In store brand unit sales, Pet Care was the top performer at plus 4.5%, followed by Beverages, up 2.7%, Home Care, ahead 1.5%, and Frozen, up 1.1%.
New-to-market product, packaging and flavor trends can be seen in the New Product Expo at the 2025 PLMA Show.
This special showcase at the Show features hundreds of new foods, beverages, household goods, personal care products and much more. The name and booth number of each exhibitor are conveniently located next to each product.
Both domestic and international exhibitors submitted items for consideration. Products were selected based on the level of innovation, sourcing, sustainability and packaging.
Some of the trends this year include functional foods, including added protein in cereal and other foods.
Watch our news report on the New Product Expo here:
Visitor registration is open. Click here for more information.
American's drink an average of three cups of coffee daily, according to a new report from the National Coffee Association.
The majority of American adults (66%) drink coffee each day than any other beverage, other than bottled water. 85% of past-day coffee drinkers had coffee at breakfast; 82% drank coffee at home; and coffee drinkers consume an average of nearly three cups per day, according to the Fall 2025 National Coffee Data Trends. The report was conducted by Dig Insights on behalf of the National Coffee Association.
Cold/iced and frozen blended coffee also experienced a summer popularity bump, accounting for 31% of all coffee consumed in the June survey (compared to 23% in the survey conducted in January 2025).
Specialty coffee continues to reach new heights in popularity, consumed by a record 48% of American adults in the past day (up from 37% in 2021). Traditional coffee is consumed by 41% of American adults each day (compared to 38% in 2021).
Brewing methods have remained relatively consistent, with drip brewers still the most popular preparation method (38% of past-day coffee drinkers had coffee prepared with a drip brewer), followed by single cup brewers (23%), cold brewing (17%), and espresso machines (11%). Instant and ready-to-drink coffee continue to grow in popularity, with 11% of past-day coffee drinkers having instant coffee (up from 6% in 2021) and 19% having ready-to-drink (up from 9% in 2021).
Additional key findings include:
Along with pumpkin spice-flavored foods and beverages, seasonal nonfoods have hit store shelves:
Watch our related news report here:
| Kroger’s new Simple Truth Protein waffles contain 12 grams of protein per serving. They are part of the new Simple Truth™ Protein line, which includes 80+ products. Other breakfast foods include Simple Truth™ Protein French Toast Sticks. |
As PLMA's 2025 Private Label Trade Show approaches, November 16-18, Chicago, the news from the country's retail checkouts remains positive. At the Q3 mark of the year, store brands continued to outperform national brands in both dollar and unit sales, according to September 15 data provided to PLMA by Circana.
Over the first three quarters, store brand dollar sales were up 3.9% and store brand unit sales rose 0.4%, while national brand dollar sales gained 1.3% and national brand unit sales fell 0.5%, vs the same period a year ago. In market share through Q3, store brands were at 21% in dollars and 23.1% in units.
Looking at department results for the 52 weeks ending September 7, store brand dollar sales increased in nine of the 10 sections, led by Refrigerated, +11%, and Beverages, +5%. Store brand unit sales improved in eight departments, headed by Pet Care and Beverages, both ahead 4%. PLMA estimates total store brand volume for all of 2025 will reach $277 billion, which would be a new record.
Joel Rampoldt, CEO of Lidl US, will deliver the keynote address at PLMA's 2025 Private Label Trade Show, November 16-18 in Chicago.
A business leader with an exceptional record in large-scale retail transformations, Rampoldt has widely recognized expertise in building teams and helping them tackle complex problems in customer offer, marketing, supply chain and financial management.
“I’m honored to get the chance to speak to our suppliers at this year’s PLMA Trade Show,” said Rampoldt. “Here at Lidl US, we value our relationships with our suppliers tremendously and we’re excited to grow with our suppliers as we expand in the U.S.”
Rampoldt joined Lidl US as CEO in 2023. Prior to this, he was a Partner and Managing Director at AlixPartners, where he specialized in improving sales and profitability for retail clients through strategies focused on pricing, promotions, and operational efficiency.
"We are extremely pleased to welcome Joel as our keynote speaker. He is an accomplished and influential retail industry executive who leads a chain that is clearly a growing force in the U.S. market, much as it is in Europe," said PLMA President Peggy Davies.
Lidl, parent of Lidl US, operates more than 12,000 stores in 31 countries, employing more than 350,000 employees globally. It is part of the Schwarz Group, the world’s third-largest retailer.
The supermarket chain is well-known for its focus on private label, easy-to-shop layout and curated product selection that emphasizes essentials and popular items which contribute to budget-friendly, efficient shopping.
Lidl US, established in 2015, is headquartered in Arlington, VA., and operates 190+ stores on the East Coast.
Rampoldt will speak at the 8 a.m. keynote breakfast on Monday, November 17, at the Hyatt Regency O'Hare, which is adjacent to the Donald E. Stephens Convention Center, site of PLMA’s 2025 Private Label Trade Show.
Themed "Store Brands Marketplace," the Show will feature more than 35,000 food and nonfood products, 3,100 booths, and 2,000 exhibitors representing 65 countries.
Through the first eight months of 2025, store brands in all U.S. retail outlets maintained a sizable lead over national brands when it came to the rate of both dollar and unit sales gains.
Store brand dollar sales were ahead 4% and store brand unit sales were up 0.3%; by comparison, national brand dollar sales were plus 1.7% while national brand unit sales fell -0.5%, per Circana's year-to-date data ending August 10, provided exclusively to PLMA.
Overall, store brand market shares for the eight months were 21% for dollars and 23.1% for units. PLMA projects that total store brand sales for FY 2025 will approach $277 billion; in 2024, the annual figure was $271 billion, a record.