While consumers have historically turned to private brand (also referred to as store brand or private label) products during challenging economic times, they’ve made only modest gains this year. Yet, nearly all U.S. households purchase store brand products, whether intentionally or not.

This report explores trends in private brands, including information on Store Brand Loyalists, who tend to be of median household income and older. This report also identifies retailer opportunities to increase demand for their own-brand and private label offerings. Importantly, consumers increasingly say that store brands influence where they choose to shop.