U.S. sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets in 2025, compared to 2024, according to the Private Label Manufacturers Association (PLMA) just-released Circana Unify+™ data.
Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending December 28, 2025.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share, and delivering record-setting sales results,” said Peggy Davies, president of PLMA.
The unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.
In-store brand unit sales gains, the best-performing department for 2025 was Pet Care, up 5.4%, followed by Liquor at +4.4%; Beverages at +2.3%; Frozen at +0.9%; Refrigerated at +0.7 %; and General Food at +0.2%.
In dollar sales, seven departments outperformed the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages, +4.8%; Pet Care, +3.7%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6%, and General Merchandise, +0.9%.
Annual dollar sales of store brands increased $64.8 billion, or plus 30%, over the past five years – from 2021 to 2025 – 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 a record 23.5% during the period.
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“Private label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health, and sustainability, not just price,” said Davies.
PLMA’s full 2026 Private Label Report will be available on plma.com in a few weeks.
The year-end sales figures were released during the second annual Store Brands Month. Created by PLMA, Store Brands Month is a national month-long consumer awareness campaign held annually in January to educate consumers about the quality, innovation, and value offered by private label products. Retailers, wholesalers, and suppliers nationwide are supporting Store Brands Month through in-store messaging, digital promotion, email campaigns, and social platforms, encouraging shoppers to explore, try, and buy store brands.
“We’re thrilled to see all the exciting and innovative ways the industry is celebrating Store Brands Month to drive shopper engagement with private label products,” Davies said.