In 2023, CPG private labels grew dollar and unit sales thanks to the unique confluence of retailers investing in their own brands and consumers facing high inflation. Mary Ellen Lynch, principal of Circana’s center store solutions practice, discusses private brand shoppers and what they’re looking for. 


  • While consumers of all affluency levels buy private brands, households with children, as well as millennial and Gen X households with no children, are top purchasers of private brands. 
  • Shoppers have price memory for their favorite brands and want to get as close to those former prices as possible. This puts pantry items in the domain of private brands, which are gaining share within salty snacks, long dominated by name brands. 
  • Retailers continue to support their mainstream brands with marketing that reinforces their premium features: convenience, health, how products fit with the way consumers cook, elevated flavors, and quality experiences.