Amid high inflation, CPG consumers have increasingly shifted to private brands (also referred to as store brands or private labels). This report provides an update on the $217 billion store brand landscape in the U.S. so you can identify opportunities to increase demand for your own brand and private brand offerings.

Highlights:

1. In 2023, private brand dollar sales increased 6% and unit sales increased 0.9%. Private label sales were higher across food and beverage (6.7%) compared to nonedible (5.1%).

2. Households with children, and millennial and Gen X households with no children, each represented one-third of private brand food and beverage unit purchases.

3. Even in the salty snack aisle, where name brands dominate, consumers are recognizing the value of private brands.

4. Retailers can demonstrate how private brands work with the ways consumers are cooking today, such as with air fryers and instant pots for easy-to-prepare meals.

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