58% of consumers say they don't care if a product is a national brand or private label. They just buy what they need, according to a NielsenIQ report, “A Tale of Two Consumers: The Polarized Mindsets Reshaping Global Consumption.”

Among other findings:

• 67% of Gen Z consumers believe private-label products are just as good as national brands.
• 68% of consumers view private-label products as a good alternative to national brands.
• 69% of consumers believe private-label products offer good value for money.
• About one-third of price-constrained consumers will switch to lower-priced products or whichever brand is on promotion.

Liquid water enhancers add flavor to plain water. Tangerine and Fruit Punch are among the flavors in Harris Teeter’s private label line.

Fresh thinking to attract customers, increase sales, and build loyalty

• Wakefern’s Bowl & Basket thin crust white pizza is made with mozzarella cheese, spinach and a white sauce.
• Stewart’s Shops has introduced cold brew coffee in half-gallon containers.
• Costco’s new Kirkland Signature Ultra Soft Diapers feature a breathable outer cover and a comfortable hypoallergenic liner that is said to be gentle on the skin.

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Shoppers saved $20.5 billion by choosing the store brand version of the food or nonfood grocery product they purchased over the national brand version during the first six months of 2026.

In the first half of the year, the average price of all store brand products sold was $4.14, compared to an average price of $4.79 for all national brand products sold; a difference of 65 cents or 14% per unit sold.

The midyear data from Circana confirms that store brands continue to represent significant savings for grocery shoppers. In fact, the benefits may be increasing. PLMA calculated consumers saved $35 billion in all of 2025 by choosing store brands over national brands. The midyear 2026 data projects that, at the current rate, the amount of annual savings will improve by 17% to $41 billion.

Extending a yearlong pattern, store brand unit sales finished ahead of national brand unit sales for the eight months ending August 9.

Store brands increased by 0.3% in units, while national brands fell 0.7%, a spread of one full percentage point, according to Circana, PLMA's exclusive provider of sales data.

Store brands have outperformed national brands in unit sales in every month but one so far in 2026. Store brand unit share for the period came in at 23.5%, an all-time high.

Store brands are capturing a growing share of pet care sales.

Among departments tracked by Circana, Pet Care has experienced strong unit sales growth, climbing 4.5% in all outlets for the 52 weeks ending August 9, while dollar sales grew 3.4% for the same period.

Retailers are offering innovative store brand products, such as Chewy’s Get Real dog food line, which features human grade meals made with 10 ingredients or less.

In another example, from Associated Wholesale Grocers, there’s Pure Wonder by Best Choice® pet foods, carried in over 3,400 independent grocery stores throughout the United States.

Private-label pet supplies are equally impressive. Take Walmart’s Vibrant Life cat tree. It earned a 2025 PLMA Salute to Excellence Award® for store brand creativity and innovation.

Best-in-class pet care exhibitors will be among thousands of exhibitors at the 2026 Private Label Trade Show.

Click here for show details and registration information.

The women’s private label fragrance category is having a moment, as more store brand scents become beauty staples.

Dollar sales soared 59.2% to $48.9 million - and units climbed 36.8% to 5.7 million - for the 52 weeks ending August 9, compared to the same period the previous year, according to Unify+ from Circana/PLMA. This puts it in the Top 10 private label sales growth categories.

The rise can be attributed to several factors, including new product introductions and influencers touting private labels as affordable alternatives to luxury scents.

Policy Watch Newsletter, June 2026