Private-label sales rise 4.4% in all retail outlets
National brands' revenue only increased by 1.1% during the same time period.
Courtesy of CVS
For the six months ending June 15, private-label dollar sales increased 4.4% in all outlets vs the same period last year, compared to an only 1.1% gain for national brands, according to Circana data provided exclusively to the Private Label Manufacturers Association (PLMA). In unit sales, store brands posted a 0.4% increase, while national brands fell 0.6%.
“It’s exciting to see store brands continue on a strong trajectory this year,” says PLMA President Peggy Davies. “Shoppers are clearly recognizing the unbeatable combination of quality, value, and innovation that store brands bring to the table.”
Overall, store brand market share for the first half of the year increased to 21.2% for dollars and 23.2% for units, both all-time highs.
Looking at departments, store brand dollar sales for the 52 weeks ending June 15 increased in seven of nine sections, led by refrigerated, which was up 13%, followed by beverages (+4.8%), frozen (+3.8%), general food (+2.5%), and more.
In unit sales, store brands were ahead in all but one department, with beverages (+4.2%) showing the way, followed by frozen (+2.1%), refrigerated (+1.3%), general food (+1.2%), and others.
PLMA projects total store brand sales for 2025 will approach $277 billion; in 2024, the figure was $271 billion, a record for the category.
“Now is the time to lean in,” Davies adds, saying that PLMA strongly encourages participation in PLMA’s Private Label Trade Show in November, as well as its online and in-person programs like PLMA Live! presents Lunch and Learn, the Executive Education curriculum, and its Mastering Enterprise Sales program. Registration is now open for Executive Education and Mastering Enterprise Sales, and will open soon for PLMA's Meet the Retailers online speaker series. In October, speakers include Subject Matter Experts from AWG, Misfits Market, and Thrive Market, with more to come.
“And with Store Brands Month coming again this January and the 2026 Leadership Conference in Bentonville on the horizon, the opportunities to connect, learn, and lead have never been more essential,” Davies says.
Click here to watch the PLMA Live! news report about First Half 2025 sales trends.
Related: PLMA announces board chair reelection, new directors
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